Inactive subscribers are those who have stopped engaging with your emails but have not requested to stop receiving them. There is a number of reasons that causes subscribers to be inactive. Some of the key ones include:
- They receive too many emails - Knowing your subscribers’ mailing frequency preference is important since they could be overwhelmed by too many emails, causing them to tune out your campaigns.
- Irrelevant content - This can be due to messages that are not tailored to specific segments within your subscriber base, subscribers changing preferences over time, or seasonal factors, such as the Q4 holidays, that affect many subscribers’ frequency and degree of email engagement.
- Messages not reaching them - Part or all of your emails may not be reaching your subscribers’ inboxes due to a deliverability issue or specific inbox settings for ISPs such as Gmail.