- When it comes to your mailing list, you will get people who may not opt-out of an email campaign, but will never open the emails you send them. These least-engaged can drastically lower your open rate.
- Because of this, your campaign results are distorted, as you are no longer analyzing the quality of the campaign with those who actually read the content.
- Regularly reviewing your list of subscribers for those who have not engaged in a certain period of time can help you identify which ones to remove. This gives you a more precise email open rate as well as removes those who have no interest in your company.
