Subscriber Inactive Cleanup

Keeping your subscriber list clean is one of the most effective ways to maintain healthy deliverability and improve engagement. Over time, some subscribers may stop interacting with your emails or use generic addresses that rarely get checked. The Subscriber Inactive Cleanup process helps you identify and manage these inactive contacts.

Why Subscriber Cleanup Matters

Inactive subscribers can influence your overall performance. When you keep sending to people who no longer open your emails:

• Engagement rates drop
• Bounce or spam signals can increase
• Email providers may push your campaigns to the spam folder
• Your messages become less likely to reach active inboxes

Regular cleanup ensures you’re sending to people who want your emails.

Sunset Policy (Optional Best Practice)

A sunset policy is a simple rule for when to stop sending to subscribers who haven’t engaged for a set period. This helps protect deliverability and keeps your audience healthy.

Common sunset examples:

• Remove or suppress subscribers who haven’t opened in 6–12 months
• Send a final “re-engage” email before removing them
• Only keep subscribers who interact going forward

2 KEY FILTERS:

MONTHS UNENGAGED – how long a subscriber hasn’t opened any campaign.
NUMBER OF EMAILS SENT– the total number of campaigns sent to that subscriber.

For example:
6 months unengaged and less than 10 emails sent – this means the subscriber hasn’t opened any campaign in the past six months and has received fewer than ten campaigns in total.

Never opened and more than 10 emails sent – this means the subscriber has never opened any campaign, even after receiving more than ten emails.

To search for this, go LIST > LIST

Choose on the LIST> MANAGE SUBSCRIBERS > UNENGAGED SUSBCRIBERS

From there you can see the EMAIL SENT and TOTAL OPENS

These filters help identify which subscribers are inactive or not engaging with your campaigns so you can clean up your list more effectively and focus on active, responsive contacts.