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Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

Subscriber

An email subscriber is a person who has given permission to receive email from your business, usually by opting in through a form. Subscribers make up your email list.

Also known as: email subscriber, contact, list member

A subscriber is more than a data point — it's someone who raised their hand and said "email me." That permission is the foundation of everything email marketing can do.

How does someone become a subscriber?

By opting in: filling out a signup form, checking a consent box at checkout, or confirming via double opt-in. Permission-based subscribers engage more and protect your deliverability.

Active vs. inactive subscribers

Active subscribers open and click; inactive ones have gone quiet. Monitoring the split matters, because too many inactive subscribers can drag down your sender reputation.

How do you keep subscribers engaged?

Set expectations at signup, segment for relevance, maintain a sensible cadence, and run re-engagement or win-back flows before subscribers fully lapse.

Related terms

Email List Lead Magnet List Segmentation Opt-In Form Double Opt-In

Related reading from Drip

How to Grow and Maintain Your Email List Single Opt-In vs. Double Opt-In

Frequently asked questions

What is an email subscriber?
An email subscriber is someone who has given your business permission to email them, typically by opting in through a signup form. Your subscribers collectively make up your email list.
How does someone become a subscriber?
By opting in — completing a signup form, checking a consent box at checkout, or confirming through double opt-in. Permission-based subscribers tend to engage more and help protect your deliverability.
What is an inactive subscriber?
An inactive subscriber is one who hasn't opened or clicked your emails for a defined period, often 90–180 days. Too many inactive subscribers can hurt your sender reputation, so they should be re-engaged or eventually removed.
How do I keep subscribers engaged?
Set clear expectations at signup, segment your list so content is relevant, maintain a sensible sending cadence, and run re-engagement or win-back campaigns before subscribers fully lapse.
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