Exclude inactive recipients

When you address a campaign in eMarketeer, you can exclude inactive contacts from the send-out. Learn what an inactive address is and why to stop sending to those contacts.

What is an inactive email address?

An inactive email address is a fully functional address that never engages with your emails — no opens, no clicks. These recipients would normally unsubscribe but never bother to. They keep ignoring or deleting your emails.

eMarketeer flags a contact as an "Inactive recipient" when they have not opened or clicked any of your emails for 12 months. As soon as they engage with one of your emails again, they are treated as active.

When you address a campaign, you can choose to include or exclude inactive recipients.

Why exclude inactive recipients

If someone is not listening, you should think about a different approach.

Large email providers — Google, Microsoft, Yahoo, and others — fight spam by monitoring sender identity, bounces, complaints, and other obvious signs. They also track how recipients engage with the emails that get delivered.

If they see high engagement from a sender, those emails are prioritized over emails from senders with low engagement. If you send large volumes of email that no one engages with, your emails may get filtered or treated as low priority.

What to do with inactive recipients

In the contact filter, go to Delivery → Email → Deliverable but unengaged to list all your inactive recipients.

For these contacts, consider:

• Building a Journey that reacts when a contact becomes inactive. Use the Journey to send a re-engagement email asking whether they want to stay on the list. If they do not engage, let the Journey move them to a different list or unsubscribe them.
• Sending emails to this segment less frequently, and rethinking content that might re-engage them.

What to do next

Read more about best practices for email marketing.