Subscriber engagement is one of the most important factors that determine your email deliverability. That not only means that senders need to use tactics and strategies that increase engagement, such as good email design and targeting, but they need to closely manage their inactive subscribers. These are the subscribers who aren’t opening or clicking, which hurts how engaged your subscribers appear in the eyes of inbox providers.
When developing a plan for managing them, it’s critical to ensure that you have a plan for both kinds of inactive subscribers:
- Long-term inactives are subscribers who used to be active but haven’t opened or clicked an email in a long time
- Never-actives are subscribers who are new to your list and haven’t opened or clicked a single email since they signed up
Both pose a risk to your engagement rates, as well as both being a spam trap risk. In this blog post, Daniel Deneweth, Oracle CX Marketing Consulting’s Head of Email Deliverability Services, looks at each one and talk about how to manage them.
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