What is Sunset policy?
A sunset policy is a rule for removing or suppressing contacts who have not engaged with your emails for a set period.
Mailing people who never open or click drags down engagement and sender reputation. A sunset flow gives them a last chance to re-engage, then stops mailing them.
Choose the window based on your sending frequency and purchase cycle, and measure engagement by clicks and purchases rather than opens.
A worked example.
A tea shop sets a rule: after one hundred and eighty days with no click or purchase, a contact gets a three-email last-chance series. Those who do not respond are suppressed, and the shop's click rate improves on the next sends.
Common mistakes.
- Never suppressing inactive contacts
- Setting the window too short for slow-buying products
- Using opens as the only engagement signal
Want this handled for your store? See our email deliverability service or book a free audit.
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