For example, how can you identify why your open rates are low if your emails are being sent to both active and inactive subscribers? Inactive subscribers also skew your data, which causes you to make incorrect marketing decisions. A low sender score can cause more of your emails to land in the spam folder.
Inactive subscribers affect your sender reputation and email deliverability. According to Marketing Sherpa, email marketing lists degrade by about 22% every year.īut the bad news doesn't end there. It’s not necessarily something you are doing wrong-inactive email subscribers are an industry-wide problem. No matter how engaging your marketing emails are, there will always be people on your list who simply aren’t interested in interacting with you.
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