Continuing to mail unengaged contacts teaches providers your mail is unwanted. Sunsetting protects the rest of the list.
How to implement re-engagement campaigns#
- Define inactivity: no clicks or replies in 90 days is a common threshold.
- Send a 2 to 3 message win-back series with a clear ask to stay subscribed.
- Suppress anyone who does not engage after the series.
- Keep a record of suppressed contacts for compliance and future opt-in.
How to verify it worked#
Send a test message to seed mailboxes at Gmail, Outlook, and Yahoo, then inspect the Authentication-Results and delivery headers. Repeat after any DNS or sending-platform change.
Common mistakes#
- Never sunsetting because list size is a vanity metric.
- Using 'We miss you' subject lines that read as spam.
Frequently asked questions#
Will sunsetting hurt my revenue?
Rarely. Inactive contacts produce little revenue, and improved placement for engaged contacts usually offsets any loss.