Future Proofing Campaigns with Robust Sunset Policies
Posted: Wed May 28, 2025 5:19 am
To truly future proof your campaigns and maintain a healthy email list, implementing robust sunset policies is essential. A sunset policy defines when and how you remove unengaged subscribers from your active mailing list. While it might seem counterintuitive to remove subscribers, doing so is crucial for preserving your sender reputation, improving deliverability, and ensuring your engagement metrics are accurate and reflective of your true audience.
A typical sunset policy identifies subscribers who haven't opened email data or clicked an email in a defined period (e.g., 90, 180, or 365 days). Before removal, these inactive subscribers are put through a "re-engagement" or "win-back" campaign. This short series of emails (e.g., "Do you still want to hear from us?") offers a final chance to re-engage or update preferences. If there's still no response after this sequence, the subscriber is then gracefully removed from the active list.
By implementing robust sunset policies, you future proof your campaigns against decaying sender reputation and poor deliverability. A clean, engaged list is valued by Internet Service Providers (ISPs), meaning your emails are more likely to land in the inbox. Moreover, focusing on an active audience provides more accurate performance data, allowing for better optimization decisions. Ultimately, a well-executed sunset policy is a foundational element of sustainable email marketing success.
A typical sunset policy identifies subscribers who haven't opened email data or clicked an email in a defined period (e.g., 90, 180, or 365 days). Before removal, these inactive subscribers are put through a "re-engagement" or "win-back" campaign. This short series of emails (e.g., "Do you still want to hear from us?") offers a final chance to re-engage or update preferences. If there's still no response after this sequence, the subscriber is then gracefully removed from the active list.
By implementing robust sunset policies, you future proof your campaigns against decaying sender reputation and poor deliverability. A clean, engaged list is valued by Internet Service Providers (ISPs), meaning your emails are more likely to land in the inbox. Moreover, focusing on an active audience provides more accurate performance data, allowing for better optimization decisions. Ultimately, a well-executed sunset policy is a foundational element of sustainable email marketing success.