{"id":5756,"date":"2021-07-14T10:52:47","date_gmt":"2021-07-14T14:52:47","guid":{"rendered":"https:\/\/www.litmus.com\/blog\/how-to-manage-the-3-kinds-of-inactive-email-subscribers\/"},"modified":"2021-07-20T23:57:50","modified_gmt":"2021-07-21T03:57:50","slug":"how-to-manage-the-3-kinds-of-inactive-email-subscribers","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/how-to-manage-the-3-kinds-of-inactive-email-subscribers","title":{"rendered":"What You Need to Know to Manage the 3 Kinds of Inactive Email Subscribers"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_60edbfbd449fc\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>Not sure how to develop a long-term strategy for managing your inactive email subscribers? While it\u2019s tempting to boil down inactive strategies to a single operating principle, a more targeted strategy is more effective.<\/p>\n<p>The question isn\u2019t whether inactive subscribers have value. As a group, they certainly do. Instead, the questions to ask are:<\/p>\n<ul>\n<li aria-level=\"1\">Which inactive subscribers are the most valuable and least risky to the business?<\/li>\n<li aria-level=\"1\">And conversely, which are the most risky and least valuable to the business?<\/li>\n<li aria-level=\"1\">At what point do the deliverability risks associated with inactive subscribers outweigh the value they generate?<\/li>\n<\/ul>\n<p>To answer these questions, we must look at the <i>type<\/i> of inactive subscriber as well as the context of your brand. Let\u2019s explore all of that.<\/p>\n<h2>What\u2019s an inactive subscriber?<\/h2>\n<p>An inactive subscriber is someone on your email list who hasn\u2019t engaged with any of your emails after a set amount of time. Engagement is usually defined by an open or click but can depend on your particular email marketing program. The same can be said about what amount of time after non-engagement is best before calling a subscriber inactive.<\/p>\n<div class=\"cta\">\n<table style=\"background-color: #f1f0f0; margin-bottom: 30px;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px 10px 20px 20px;\"><img decoding=\"async\" class=\"alignnone size-full wp-image-31896\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/07\/state-of-email-analytics-report-2nd-edition-report-cover-icon.png\" alt=\"State of Email Analytics (2nd Edition) report from Litmus\" width=\"674\" height=\"674\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/07\/state-of-email-analytics-report-2nd-edition-report-cover-icon.png 674w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/07\/state-of-email-analytics-report-2nd-edition-report-cover-icon-300x300.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/07\/state-of-email-analytics-report-2nd-edition-report-cover-icon-150x150.png 150w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/07\/state-of-email-analytics-report-2nd-edition-report-cover-icon-545x545.png 545w\" sizes=\"(max-width: 674px) 100vw, 674px\" \/><\/td>\n<td class=\"block-2\" style=\"padding: 20px 20px 20px 10px;\">\n<p class=\"zero\"><strong>How do your peers manage inactivity?<\/strong><\/p>\n<p class=\"zero\">Check out our State of Email Analytics report to find out how often your peers use re-engagement campaigns, purge inactives, and more. How do you stack up?<\/p>\n<p class=\"zero\"><a class=\"btn medium orange button\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/state-of-email-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\">Get answers \u2192<\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>Some recommendations are below based on the type of inactive email subscriber.<\/p>\n<h2>The different inactive email subscribers<\/h2>\n<p>Now, let\u2019s talk about the context of your inactive subscribers. They don\u2019t all fall in the same spot along the risk-value spectrum.<\/p>\n<img decoding=\"async\" class=\"alignnone size-large wp-image-31643\" style=\"border: 1px solid #8994A1;\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2016\/03\/risk-value-spectrum-of-inactive-email-subscribers-1024x916.png\" alt=\"the risk-value spectrum of inactive email subscribers\" width=\"1024\" height=\"916\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2016\/03\/risk-value-spectrum-of-inactive-email-subscribers-1024x916.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2016\/03\/risk-value-spectrum-of-inactive-email-subscribers-300x269.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2016\/03\/risk-value-spectrum-of-inactive-email-subscribers-768x687.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2016\/03\/risk-value-spectrum-of-inactive-email-subscribers.png 1381w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\n<p>There are three major kinds of inactives: never-actives, lapsed customer inactives, and current customer inactives.<\/p>\n<h3>1. Never-actives<\/h3>\n<p>First are subscribers who have never engaged with your emails from the moment they signed up. Your tolerance for these inactives should be very low, as their lack of engagement is a signal you don\u2019t have a healthy relationship. It could be because they:<\/p>\n<ul>\n<li aria-level=\"1\">Didn\u2019t realize they opted in, which might be the result of poor permissioning practices<\/li>\n<li aria-level=\"1\">Subscribed using a secondary or tertiary email account they don\u2019t check often, if at all<\/li>\n<li aria-level=\"1\">Have subscriber\u2019s remorse and immediately regretted subscribing<\/li>\n<li aria-level=\"1\">Could be the result of bot activity if you\u2019re using email signups for sweepstakes or other contest entries<\/li>\n<li aria-level=\"1\">Were signed up maliciously\u2014that is, someone other than the email address holder signed up the address<\/li>\n<\/ul>\n<p>The risks associated with these subscribers are high while the potential value is low. When not using a confirmed opt-in process, marketers should strongly consider using engagement post-signup as confirmation of a subscription.<\/p>\n<p>The cutoff mark may vary depending on your email frequency, but if a subscriber hasn\u2019t opened or clicked any of the emails during their first four months on your list or any of the first 10 emails you\u2019ve sent them (whichever comes first), then that should likely trigger a <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/gdpr-re-permission-campaigns-6-tips-for-making-them-a-success\/\">re-permission email<\/a> that requires them to click a link in the email to confirm they want to continue receiving emails.<\/p>\n<p>One caveat: If you\u2019re seeing a substantial number of never-actives, especially on a single email client like Gmail, then it might be a sign your emails are being <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/why-spam-trigger-words-are-a-thing-of-the-past\/\">sent to the junk folder<\/a>. Since few people check their spam folder on a regular basis, your emails could be completely unseen.<\/p>\n<div class=\"cta\">\n<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px 10px 20px 20px;\"><img decoding=\"async\" class=\"alignnone wp-image-14043 size-medium\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/05\/spam-icon-259x300.png\" alt=\"4 envelopes in different colors\" width=\"259\" height=\"300\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/05\/spam-icon-259x300.png 259w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/05\/spam-icon-883x1024.png 883w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/05\/spam-icon-768x890.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/05\/spam-icon-1325x1536.png 1325w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/05\/spam-icon.png 1400w\" sizes=\"(max-width: 259px) 100vw, 259px\" \/><\/td>\n<td class=\"block-2\" style=\"padding: 20px 20px 20px 10px;\">\n<p class=\"zero\"><strong>Make it to the inbox, not the spam folder<\/strong><\/p>\n<p class=\"zero\">Identify issues that might keep you from the inbox and get actionable insights for how to fix them with Litmus Spam Testing.<\/p>\n<p class=\"zero\"><a class=\"btn medium orange button\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/spam-filter-tests\/\" target=\"_blank\" rel=\"noopener noreferrer\">Learn how \u2192<\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>&nbsp;<\/p>\n<h3>2. Lapsed customer inactives<\/h3>\n<p>The second type of inactive subscribers are those who are also inactive <i>customers<\/i>. Not only have they stopped opening and clicking your emails, but there\u2019s also no evidence they\u2019re buying, donating, or otherwise converting.<\/p>\n<p>The risks associated with these inactives are moderate and the potential value is moderate, since they have engaged\u2014and hopefully even purchased\u2014in the past. For that reason, you want to give these inactives a reasonable opportunity to re-engage.<\/p>\n<p>While six months of inactivity is sometimes cited as a good trigger, it may feel pretty aggressive or too lax depending on how frequently your average subscriber gets an email from you.<\/p>\n<p>If you send emails one or more times a day, waiting six months may be too long. For lower frequency senders that send less than once a week, a longer timeframe may be better. For example, brands with a lot of customers who only buy during the holidays or supporters who only donate at the end of the year may want to look at 13 months of inactivity to accommodate this once-a-year seasonal behavior.<\/p>\n<p>Whether you use 6, 13, or any other number of months of inactivity as your threshold, that should trigger <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/5-tips-for-creating-effective-re-engagement-emails\/\">effective re-engagement emails<\/a> followed by last-ditch re-permissioning efforts that ask inactives to confirm they want to continue receiving your emails. It\u2019s only if all of those efforts fail that you purge these subscribers from your active mailing list and add them to a suppression list.<\/p>\n<div class=\"cta\">\n<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px 10px 20px 20px;\"><img decoding=\"async\" class=\"alignnone wp-image-31519 size-medium\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2018\/07\/marketers-guide-to-revenue-email-lists-232x300.png\" alt=\"Litmus' Marketer's Guide to Revenue: Email Lists\" width=\"232\" height=\"300\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2018\/07\/marketers-guide-to-revenue-email-lists-232x300.png 232w, https:\/\/www.litmus.com\/wp-content\/uploads\/2018\/07\/marketers-guide-to-revenue-email-lists.png 591w\" sizes=\"(max-width: 232px) 100vw, 232px\" \/><\/td>\n<td class=\"block-2\" style=\"padding: 20px 20px 20px 10px;\">\n<p class=\"zero\"><strong>Healthy email list. Healthy ROI.<br \/>\n<\/strong><\/p>\n<p class=\"zero\">Subscribers fuel your overall email program success. Learn how to get more good subscribers. And more revenue.<\/p>\n<p class=\"zero\"><a class=\"btn medium orange button\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/the-marketers-guide-to-revenue-email-lists\/\" target=\"_blank\" rel=\"noopener noreferrer\">Get the guide \u2192<\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>&nbsp;<\/p>\n<h3>3. Current customer inactives<\/h3>\n<p>And third are the inactive subscribers who are still actively buying from you. The risks associated with these inactives are low while the potential value is high. Given that many of these subscribers may be influenced by your emails without engaging, it may make sense for you to keep these inactives for years.<\/p>\n<p>With current customer inactives, you not only need to define what an inactive subscriber is but also need to define an inactive <i>customer<\/i>. When doing so, keep your product and purchase lifecycles in mind. For instance, the purchase cycles for a car brand, tablet computer brand, and bookstore brand will be incredibly different.<\/p>\n<p>How you treat your lapsed customer inactives and current customer inactives depends heavily on\u2026<\/p>\n<h2>Your brand\u2019s context<\/h2>\n<p>Not every brand can afford to react to those three groups of inactives in the same way. Some will have a much greater tolerance for deliverability risk while others will have much lower tolerances. Ask yourself:<\/p>\n<ul>\n<li aria-level=\"1\">Does your organization have strong permission practices? Are all or most of your email addresses confirmed via a <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/single-opt-vs-double-opt-case-doi\/\">double opt-in<\/a> process or validation tool?<\/li>\n<li aria-level=\"1\">What percentage of your active mailing list has engaged in the past month? 3 months? 6 months?<\/li>\n<li aria-level=\"1\">Does your brand have good visibility into your deliverability? If there was a problem, how quickly would you realize it?<\/li>\n<li aria-level=\"1\">Are you able to match up customer activity with subscriber activity?<\/li>\n<li aria-level=\"1\">Would you know how to <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/burnt-hand-deliverability-practices-email-remediation-plan\/\">solve a deliverability problem<\/a> if you had one? Do you work with or have access to a deliverability specialist?<\/li>\n<li aria-level=\"1\">Have you had deliverability issues in the past? How much did those incidents hurt your business?<\/li>\n<\/ul>\n<p>Depending how you answer those questions, your appetite for deliverability risk will be different.<\/p>\n<p>For instance, if you\u2019ve suffered painful deliverability issues recently, you might start addressing your lapsed customer inactives sooner than your current customer inactives to prevent getting burned again since inbox providers will keep a closer eye on you after having already flagged your brand once. And if your list has very low engagement, then you\u2019ll need to be more aggressive at addressing inactivity.<\/p>\n<p>Whereas if you have great engagement and deliverability, and you have resources on hand to address problems, you might start addressing lapsed customer inactives at 13 months and current customer inactives at 37 months.<\/p>\n<p>Don\u2019t have enough of a single view of the customer to tell which inactives are current customers? Then you have to have the same threshold for current customer inactives as you do for your lapsed customer inactives, since you won\u2019t be able to tell the two groups apart.<\/p>\n<h2>Keep inactive emails in check<\/h2>\n<p>There\u2019s no \u201cone size fits all\u201d answer for how to manage inactives. Every brand needs to determine their own risk tolerance. Then, put in place an on-going process for how and when to deal with each of the three kinds of inactive subscribers to maximize success and keep the risks in check.<\/p>\n<p><i>Originally published on March 17, 2016, by Chad S. White. Last updated July 14, 2021.<\/i><\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Learn how to approach inactive subscribers based on what type of inactive email subscriber they are so you can create an effective re-engagement strategy.<\/p>\n","protected":false},"author":3,"featured_media":31632,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[45,86,1789],"blog_category":[53],"class_list":["post-5756","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-deliverability","tag-engagement","tag-subscriber","blog_category-tips-resources"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>3 Kinds of Inactive Subscribers (and How to Manage Them) - Litmus<\/title>\n<meta name=\"description\" content=\"Learn how to approach inactive subscribers based on what type of inactive email subscriber they are so you can create an effective re-engagement strategy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.litmus.com\/blog\/how-to-manage-the-3-kinds-of-inactive-email-subscribers\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What You Need to Know to Manage the 3 Kinds of Inactive Email Subscribers\" \/>\n<meta property=\"og:description\" content=\"Learn how to approach inactive subscribers based on what type of inactive email subscriber they are so you can create an effective re-engagement strategy.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.litmus.com\/blog\/how-to-manage-the-3-kinds-of-inactive-email-subscribers\" \/>\n<meta property=\"og:site_name\" content=\"Litmus\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/litmusapp\" \/>\n<meta property=\"article:published_time\" content=\"2021-07-14T14:52:47+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-07-21T03:57:50+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2016\/03\/How-to-manage-the-3-types-of-inactive-email-subscribers.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1380\" \/>\n\t<meta property=\"og:image:height\" content=\"725\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@litmusapp\" \/>\n<meta name=\"twitter:site\" content=\"@litmusapp\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"3 Kinds of Inactive Subscribers (and How to Manage Them) - 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