Reactivating your dormant or inactive subscribers is an important issue on the minds of marketers. One critical aspect to consider when you look at your inactive is that the email subscribers you think are inactive may actually NOT be inactive at all. Here are the 3 reasons why:

1. Your subscribers may be opening the emails but and reading it everyday regularly but they may have images turned off on their email client or may be using a text based email client, due to which you just don’t have tracking of their opens. Without images, it is not possible track email opens.
2. Your subscribers may be reading your emails and perhaps calling your toll free numbers and doing business with you but in the email list they show no activity.
3. They may be loyal followers of your emails and reading them as much as they can, but they may not have had the time to respond to any of your call to action requests.

So its important to understand your inactives before treating them that way, and you could perhaps come up with an email appending or email verification project and a lead nurturing campaign that is focused on the inactives to be able to segregate them.