You have a massive email subscriber list, and that’s a metric you are proud of. However, how many people open your emails?
It may be time to remove some of those inactive subscribers.
Why Should You Delete Inactive Subscribers
Unopened Emails Decrease Deliverability
Having too many unopened emails looks bad to email service providers. Furthermore, inactive subscribers are likely to unsubscribe, which also looks bad to email service subscribers. That is, unopened emails reduce a emails list reputation.
Having a list with a bad reputation because of opens and unsubscribes means email providers may flag your your emails as spam.
Reduce Cost of Email Marketing Services
With most email marketing services you pay per subscriber, So having numerous subscribers who are not opening your emails and engagement with you marketing is costing your money.
A few hundred emails cost $10-20 per month and a thousand emails can cost around $100 per month. Those costs can add up quickly over time, especially if you have more than a few thousand inactive subscribers.
Having dropping open and clickthrough rates, may mean that you are putting out bad content, but it might also mean people have exited the sales cycle. The ones who engage with your content and emails are the customers that matter, focus on them.
If you having people people who have disengaged and are no longer opening your emails, do them a favor and remove them from your list or move them to list that gets fewer emails.
If you are noticing a high unopen rate consider removing those inactive subscribers, it will likey reduce your costs and will help your lists reputation.