The 3 Kinds of Inactive Email Subscribers and How to Manage Each of Them
- Never-Actives, who are new subscribers who have never engaged
- Lapsed Customer Inactives, who are inactive subscribers who have also become inactive customers
- Current Customer Inactives, who are inactive subscribers who are known to be active customers
You should have different strategies for each of those groups of inactives, and your overall inactive strategy will vary depending on your company’s individual tolerance for deliverability risk.