What re-engagement campaigns are#
A re-engagement campaign targets inactive subscribers with a deliberate attempt to win them back; a sunset policy defines when to stop sending to those who do not respond.
Why it matters#
Continuing to mail unengaged contacts teaches providers your mail is unwanted. Sunsetting protects the rest of the list.
What Brevo handles#
Most platforms, including Brevo, generate the records or settings you need under a domain authentication or sending settings page, and expose bounce and complaint data in reports. Confirm the exact location in Brevo's current documentation.
What you still own#
- 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.
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.
Does Brevo set up re-engagement campaigns automatically?
Brevo provides the values and some checks, but publishing DNS, aligning domains, and monitoring results remain your responsibility.