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.
What good looks like#
- Done: Define inactivity: no clicks or replies in 90 days is a common threshold.
- Done: Send a 2 to 3 message win-back series with a clear ask to stay subscribed.
- Done: Suppress anyone who does not engage after the series.
- Done: Keep a record of suppressed contacts for compliance and future opt-in.
What bad looks like#
- Seen in audits: Never sunsetting because list size is a vanity metric.
- Seen in audits: Using 'We miss you' subject lines that read as spam.
How to move from bad to good#
Work through the good list in order and re-verify after each change. Most teams find one or two items from the bad list already present; fixing those usually produces the largest improvement.
Frequently asked questions#
Will sunsetting hurt my revenue?
Rarely. Inactive contacts produce little revenue, and improved placement for engaged contacts usually offsets any loss.