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.
Will sunsetting hurt my revenue?
Rarely. Inactive contacts produce little revenue, and improved placement for engaged contacts usually offsets any loss.
Why does re-engagement campaigns matter for deliverability?
Continuing to mail unengaged contacts teaches providers your mail is unwanted. Sunsetting protects the rest of the list.
What is the first step to get started with re-engagement campaigns?
Define inactivity: no clicks or replies in 90 days is a common threshold.
What is the most common re-engagement campaigns mistake?
Never sunsetting because list size is a vanity metric.