Gmail enforces bulk-sender rules: authentication, one-click unsubscribe, and spam-rate thresholds under 0.3% in Postmaster Tools.
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.
Setting up re-engagement campaigns for Gmail#
- 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 Gmail reports results#
Open a delivered test message in Gmail and view the original or headers. Look for Authentication-Results and any provider-specific verdict headers. Use the provider's sender dashboard for aggregate reputation.
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 Gmail require re-engagement campaigns?
Gmail enforces bulk-sender rules: authentication, one-click unsubscribe, and spam-rate thresholds under 0.3% in Postmaster Tools. Treat re-engagement campaigns as required for any meaningful volume.