What UK GDPR and PECR requires#
PECR governs electronic marketing; the soft opt-in applies only to existing customers for similar products.
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.
How re-engagement campaigns supports UK GDPR and PECR compliance#
Regulators and recipients need to identify who sent a message and trust that opt-out mechanisms work. Re-engagement campaigns contributes by continuing to mail unengaged contacts teaches providers your mail is unwanted. Sunsetting protects the rest of the list.
Implementation steps#
- 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.
Frequently asked questions#
Will sunsetting hurt my revenue?
Rarely. Inactive contacts produce little revenue, and improved placement for engaged contacts usually offsets any loss.