Email Marketing: Understanding Contacts and Subscribers
2 min read
In this article
- Contacts
- Active contacts
- Inactive contacts
- Subscribers
When choosing recipients for your email campaigns, you'll notice the option to send to different groups (e.g. subscribers) or contacts. Understanding the difference between the types of recipients can help you target the relevant readers and maintain a good sender reputation as a result.
Tip:
Make sure to follow the Wix Email Marketing best practices when choosing your recipients to boost sender reputation and deliverability.
Contacts
A contact is a visitor who has interacted with your site or a person you've added to your contacts list. This includes individuals who submitted one of your forms, customers who made an online payment, people you've manually added, and any imported contact lists.
Wix measures your contacts' behavior over time to discern who is an active contact and who is inactive. Understanding the status of a contact helps provide guidance for the deliverability of your email campaign.
Active contacts
An active contact is someone who engages positively, and shows genuine interest in your newsletters. For example, they might open your newsletters regularly and click inside.
Inactive contacts
Inactive users are contacts who do not regularly engage with your newsletters. They may have left your newsletters unopened, unsubscribed, or marked them as spam. A contact turns inactive when a week passes after they have received at least 5 email marketing campaigns or automated emails and have not opened or clicked any of them.
Any inactive contacts automatically become active again once they open an email campaign or an email from an automation they've triggered.
Note:
Before sending out an email campaign, Wix automatically selects your active contacts. You can still choose to send email campaigns to your inactive contacts, however, we strongly advise against this.
Subscribers
Subscribers are contacts who have given permission for you to send them marketing emails (e.g. newsletters or updates). Contacts usually subscribe by signing up through a subscribe form or confirming consent in an email. Subscribers are key to your marketing because their choice to subscribe shows they are interested in your brand and want to learn more about what you offer.
Subscribers are key to your marketing because their choice to subscribe shows they are interested in your brand and want to learn more about what you offer.
