Based on our experience we conclude that an email list may contain 20-30% of inactive subscribers. In the context of email marketing we call inactive those subscribers who have not opened any email during a given period of time. In this chapter we’ll tell about possible reasons of the subscribers’ inactivity, examine the methods how to determine who is inactive on the list and give several tips for re-engaging them.

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Some time later after the launch of your email marketing program you may discover (based on your campaign statistics) that some of your subscribers didn’t open any of your emails within a certain period of time. You would most likely wonder why. We believe that the causes of such inactivity may be the following (we don’t include bounced emails in this case):

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