Sunset flow teardown.

A sunset flow handles subscribers who have stopped engaging. It triggers when a profile has not opened or clicked for a set period, sends a short re engagement attempt, and then suppresses anyone who stays silent. It protects sender reputation and keeps your reporting honest.

Trigger and filters.

Entry into an unengaged segment: subscribed, with no opens or clicks for a set number of months, and no recent orders.

• Trigger filter: has not placed an order recently
• Trigger filter: not a VIP or subscription customer
• Flow filter: has not clicked an email since entering the flow
• Flow filter: not already suppressed or unsubscribed

Sequence and timing.

1. 1. Email one: still want to hear from us? (Immediately on entry)

   Ask for a click to stay subscribed, with a clear and honest tone.

2. 2. Email two: one more try (5 days later)

   Different subject and angle, perhaps your best content or best sellers.

3. 3. Email three: final notice (5 days later)

   Explain that you will stop sending without a click.

4. 4. Suppress profile (3 days later)

   Update the profile so future campaigns exclude them.

Branch logic.

• Conditional split on click: anyone who clicks leaves the flow and is tagged as re engaged
• Split on Apple Mail Privacy Protection, since opens there are unreliable and clicks should decide
• Split on sign up age, with newer subscribers given an extra attempt

Copy outline.

• Still interested

  Short and direct, one button labelled to stay on the list, link to preferences.

• One more try

  Lead with your most useful content or best seller, without pressure.

• Final notice

  State the date you will stop emailing and thank them for being a subscriber.

What to watch.

• Reactivation: profiles who click and return to active
• Bounce rate and spam complaint rate across the whole account after the flow runs
• Size of the suppressed group, tracked month by month
• Inbox placement trends in Google Postmaster Tools

Common mistakes.

• Using opens alone, ignoring Apple Mail Privacy Protection
• Sending to unengaged people at full volume first
• Forgetting to suppress at the end, so nothing changes
• Including recent buyers who simply do not open email

This is a starting structure, not a promise of results. Timing and offers depend on your product, your repurchase window and your list, so test and adjust.

Want this built and tested for you? See our email deliverability service or book a free audit.