Definitions you may refer:
Unreachable: shows the total unreachable contacts broken out into unsubscribes and bouncebacks.
Inactive Contacts: those contacts that have had no inbound activity for the past number of months selected in the dropdown on the dashboard.
Active Contacts: The opposite of Inactive contacts, so those contacts that have done an inbound activity in the past number of months selected from the dropdown on the dashboard.
Possible Factors to consider :
- Out of Buying cycle, and buying process, and average conversion time,
- If inactivity time > Time (Life time value)
- Has not open any email,
- Open and click through rates
- Has not visited any website,
- Has not visited any landing page,
- Has not submitted any form.
- Date of last engagement
- Hard bouncebackSoft bounceback.