The main reason to keep your list clean is to maintain good deliverability and make sure that your campaigns reach your subscribers’ inboxes. Storing your unengaged subscribers also uses up your plan limits, therefore regularly cleaning up your subscriber list saves you money as well.
How to filter out the unengaged subscribers?
You should firstly identify what would you consider an unengaged subscriber as this highly depends on your campaign sending frequency.
If you send a campaign less than 4 times a month or during particular seasons you should filter out those subscribers that did not open any of your campaigns for the past year.
If you send a campaign at least 4 times a month, filter out the ones that did not open a campaign for the past 6 months.
Start by going to Subscribers and click “Advanced filter”.
By using the Advanced filter, set the conditions to match those of unengaged subscribers as explained previously.
After that click “Save as a new segment” and name it accordingly.
You can also focus on the subscribers that did not open AND did not click any link, which is another important indicator of recipients’ engagement. You should stay within the time frames as previously explained.
After that click “Save as new segment” and name it accordingly.
What to do with the unengaged subscribers?
After identifying your inactive audience and putting them into a separate segment, you can either delete or unsubscribe them. You should choose one of these options, as keeping them in your list and in “Active” status will cause you to waste your Active subscriber plan limits.
Unsubscribing the unengaged subscriber list allows you to still maintain the contact details of your unengaged audience but will not let you email them and their presence in your list will not use up your subscription plan limits.
Deleting the unengaged subscribers will remove their information from the system.