“All email marketing lists contain a fair amount of inactive list subscribers to the point where inactive subscribers can make up the majority of a list. Inactive subscribers are ones who seemly lost interest in your messages; taking no action on your emails as they have filtered your messages out of their virtual life.” The top ten reasons list subscribers become inactive include: They signed up for your free whitepaper, watched a webinar or downloaded a free guide. To do any of these actions they are required to submit their email address, which you collect and add to your list. Not a bad practice, most, if not all businesses grow their lists this way. However, perhaps you may have forgotten to mention that their email address will receive future mailings from you: and when they do if they are like me, they will unsubscribe when they