Why Is It Important to Determine a List’s Inactive Users?

It’s important to know the number of inactive users on an email list because:

1. The number of inactive users is a good indicator of whether your message and content are successfully meeting the interests of your audience. The fewer inactive users, the more on-target is your email marketing program.
2. If you look at the open and click-through rates of your active users only, you get a more accurate picture of the response to your email promotions.
3. A high number of inactive users can have a negative impact on your email deliverability. For example, repeatedly sending to people who don’t open your emails can result in lower email reputation scores from the ISPs, thus, decreasing inbox delivery rates.

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