Active Subscriber
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An active subscriber is a contact who has engaged with at least one communication within a defined timeframe (for example, opened or clicked an email, responded to a campaign, or made a purchase in the last 30–180 days). The precise definition of “active” typically varies by business model and sales cycle length.
- Why it matters:
- Drives segmentation for “engaged only” sends.
- Protects sender reputation by avoiding consistent sending to fully inactive addresses.
- Common thresholds:
- B2B: 90–180 days of no engagement may be considered inactive.
- B2C/ecommerce: Often 30–90 days, depending on purchase and communication frequency.
- Operational use: Active vs. inactive status often powers re-engagement programs, suppression logic, and predictive churn models.
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