The Email Paradox

Experian Marketing Services released its latest email benchmark report for the first quarter of 2015; one of the areas that analysts homed in on was inactive subscribers and reactivation.

The report made clear distinctions between the levels of inactivity—noting that the definition varies from campaign to campaign. In this particular study, inactive subscribers were divided into three main groups: fully inactive, mixed active and past buyers. It's important to understand the traits of each of these groups to craft the right reactivation campaign.

Fully inactive subscribers are those who have absolutely no history of opens, clicks or transactions.