To get the benefits from your email marketing software you must ensure that the data the calculations are based on is as good as you can get. If you are going to fax number list invest money and other resources into a marketing campaign you will want the statistics you base your assessment of it on to be accurate. Everyone on your fax number list is not the same. You will probably have already moved high value customers onto their own email list to ensure you look after them. This also means that one large purchase does not distort the stats. The same should go for fax number list those at the other end of the spectrum.
Those who are dormant. Putting them on a separate email list gives two main benefits. Firstly the statistics are more precise and secondly you fax number list can try and make them active. There are inherent dangers to allowing dormant subscribers to remain on your email lists over and above distorting returns. It is a fact of email marketing: if they continually fail to fax number list open the email, delete or, worse still, mark it as spam it can cause deliverability difficulties. What makes a subscriber dormant will depend a great deal on the frequency and fax number list value of your email marketing. It is probable that the definition would change over time.
Once the dormant are on the specific email list you must try and find some common factor, something which makes them react uniformly. For instance, are the fax number list majority or a substantial number from one particular country with no other common demographic? If so then you should check with your main email list to see fax number list if there is a difference between that group and the dormant one. Such comparisons are easy enough with email marketing software. It could be that you're not connecting with an age group, women or fax number list those with money to spare.