What Is an Inactive Subscriber?

Definition

An inactive subscriber is someone on your email list who has stopped engaging. They don’t open, click, or interact with your emails over a set period. Usually, this is about 3–6 months, but the timeframe varies from business to business. A high percentage of inactive subscribers can hurt your email performance and lead to lower engagement rates.

Example

Let’s take an online bookstore as an example. A subscriber signed up to get updates about new releases. However, they haven’t opened your emails or clicked links for six months. This inactivity signals it’s time to take action.

Signs of an Inactive Subscriber

How do you know you’ve got an inactive subscriber? Look for these signs:

• No opens. If someone hasn’t opened 10 emails in a row, they’re likely no longer interested.
• No clicks. They might open your emails but never click on links/buttons. This shows they’re disengaged even if they browse your content.
• No purchases/responses.A subscriber might stop buying products or replying to surveys. Long-term customers who disengage might indicate dissatisfaction or shifting priorities.
• Emails go to spam. If subscribers don’t move your emails out of the spam folder, they’re likely no longer interested. Email platforms track this behavior, and it can lower your sender reputation.
• Marking emails as read without opening. This signals they’re deliberately ignoring your messages.

How to Handle Inactive Subscribers

You need to be proactive about managing your subscriber list to avoid inactive subscribers. Here’s how to do it:

1. Segment your email list. Identify inactive subscribers based on their activity. Filter users who haven’t opened emails or clicked links in three months. Create a specific segment to target them for re-engagement.
2. Run a re-engagement campaign. Reach out with personalized emails. Offer something valuable, like discounts/exclusive content, to re-spark interest. Keep the message concise but engaging.
3. Ask for confirmation. Send a “Do you want to stay subscribed?” email. Give them an easy option to confirm or unsubscribe.
4. Experiment with email tactics. Change subject lines, visuals, or timing. Test these changes to see what resonates. Track results and adapt based on responses.
5. Remove inactive subscribers. If there’s no engagement after several attempts, remove them. A smaller, active list is better than a large, unengaged one.
6. Monitor ongoing engagement. Regularly review your list for inactive trends. Adjust your campaigns to maintain a higher level of activity.

Related terms

• Email List Fatigue
• Unsubscribe Rate
• Conversion Rate
• Email Recipient Segmentation

Related articles

• How to Clean an Email List
• Email Marketing Metrics to Track
• What Is a Good Open Rate for Email Campaign?