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Never-active email subscribers are contacts who have never engaged with an email. Marketers should be wary of these as they can ultimately affect deliverability if they continue to be sent email campaigns.

There are a few reasons as to why your reports are not showing any engagement for those particular contacts:

Why you shouldn’t ignore these contacts

It’s really important to take note of these contacts as ISPs monitor recipient engagement as part of determining the value of a sender’s emails. If you are regularly sending emails to contacts who never engage, this diminishes the perceived value of emails by watering down open rates and leading to less favourable treatment from spam filters.

You could have the most incredible email campaign ever built, but if it doesn’t reach the inbox of the recipient, it will have zero impact!

Some solutions to avoid this