Inactive subscribers are a conundrum for email marketers. Although they treat your messages with apparent indifference, they never opt out; as a result, you continue to send messages that they continue to ignore. You naturally want to reactivate these recipients so you can revive relationships and make future sales. 

Now here's another good reason to limit the number of inactive addresses on your list:

"A big heap of unresponsive subscribers tells ISPs that 'these emails aren't worth putting in the inbox,'" says Mark Brownlow in a recent post at Email Marketing Reports. In other words, they can damage your deliverability rate. So, let's get them active! 

Brownlow recommends asking a few important questions before you launch your reactivation program. Here are two:

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