Email marketing
Sunsetting
The practice of removing unengaged subscribers from email lists to maintain list quality and sender reputation.
Definition
Sunsetting (or sunset policy) is the practice of removing unengaged subscribers from email lists after a defined period of inactivity. A typical sunset policy might re-engage attempts at 90 days of no opens/clicks, with removal at 180 days. Sunsetting improves engagement metrics, protects sender reputation, and reduces costs.
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