There are three key reasons why it may be time to say goodbye to inactive subscribers:
- Decreased ROAS: The bigger your email marketing list is, the higher your email marketing platform costs will be. Higher costs, combined with reduced engagement, mean reduced ROAS.
- Decreased deliverability: The more inactive email subscribers you have in your segments, the more deliverability will be affected, hurting list quality over time.
- Waste of valuable resources: Putting effort into segments that have no intention of buying is a waste of resources. It is far better to invest time, creative effort, and budget into groups of potential customers that are more likely to convert.
