How do I define "active," "inactive," and "lapsed" subscribers?

Definitions depend on your sending frequency and business model, but here's a framework to adapt.

Active means recent, meaningful engagement. A click in the last 30-60 days is the clearest signal. Opens are less reliable due to tracking limitations, but combined with other signals they add context. Website activity, purchases, and app usage also count if you track them.

Lapsed means engagement has stopped but not for too long. The subscriber was active but has gone quiet. Typical range: 60-180 days since last meaningful interaction. They're at risk but recoverable.

Inactive means prolonged silence. No engagement for 180+ days despite continued sending. The relationship has effectively ended unless you intervene.

Adjust these windows based on your frequency.

If you send daily, 30 days without engagement is already concerning.

If you send monthly, 90 days is only three ignored emails.

Document your definitions clearly. Everyone on your team should use the same thresholds. Inconsistent definitions create confusion and undermine segmentation value.