How long should I wait before sunsetting inactive subscribers?
Base it on your buying cycle: long enough that a normal customer would have bought or clicked, but short enough that unengaged addresses do not hurt your reputation. Many stores review it every few months.
A store selling items people buy yearly needs a longer window than one selling consumables. Define inactivity using clicks and purchases, not opens alone.
Run a final re-engagement attempt first, then suppress those who do not respond. Keep an eye on deliverability after the change.
In practice.
A store whose customers usually reorder within three months chooses a six-month inactivity window. It sends a last win-back series and suppresses those who still do not click or buy.
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