Inactive accounts can affect your email marketing performance in several ways:
Deliverability Issues: Internet Service Providers (ISPs) monitor engagement rates to determine whether your emails should be delivered to the inbox or the spam folder. A high number of inactive accounts can lead to poor deliverability. Skewed Metrics: Including inactive accounts in your email campaigns can distort your performance metrics, making it difficult to gauge the effectiveness of your strategies. Increased Costs: Many email marketing platforms charge based on the number of subscribers. Keeping inactive accounts increases your costs without providing any value.