I may have spoken on this subject before, but wanted to reiterate its importance. I have recently witnessed the benefits of how sending email marketing campaigns to an active and engaged subscriber list can help your email deliverability and sending speed. It is more than recommended to separate out your inactive subscribers from your active subscribers. You will almost certainly see a much improved difference in email sending speeds and delivery.

The reason this can help with your sending speed and email delivery is because your email marketing software will not have to sift through the thousands of inactive addresses while sending to your main list. If you are sending to your main list and it also includes thousands of inactive email addresses, you may run into issues with deliverability. ISPs may in turn rate-limit your email messages to delay them from being delivered to your subscriber’s inbox.

Segmentation plays into this strategy as well. Depending on the ESP you are using, the queue up time for preparing a segmented mailing for send can vary. Most of the time, if you are segmenting a list containing only active and engaged email subscribers, your email will queue up faster, and you shouldn’t experience any problems with email delivery. However, if you are sending to a full active and inactive list, and you are segmenting the list based on other criteria, then you will more than likely experience email delivery delays.

What's the solution? I suggest breaking out your active and inactive member database into two separate lists. Keep the active database your main list moving forward. As for the inactive database, you can use that for your re-engagement efforts.

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