Setup checklist#
- ☐ 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.
Audit checklist#
- ☐ Confirm you are not: never sunsetting because list size is a vanity metric.
- ☐ Confirm you are not: using 'We miss you' subject lines that read as spam.
Ongoing monitoring#
- ☐ Weekly: review provider dashboards (Postmaster Tools, SNDS) and bounce logs
- ☐ Monthly: re-run the setup verification after any vendor or DNS change
- ☐ Quarterly: full audit against this checklist
Frequently asked questions#
Will sunsetting hurt my revenue?
Rarely. Inactive contacts produce little revenue, and improved placement for engaged contacts usually offsets any loss.