Deliverability
Sunset policy
A rule for when you stop emailing unengaged contacts, for example after six months with no opens or clicks, to protect engagement rates and sender reputation.
Why stop emailing people?
Contacts who never engage drag down your engagement rate, which mailbox providers use to decide inbox placement for everyone else on your list. Some of those addresses are abandoned and may eventually become spam traps.
How to set one up
- Define inactive, for example no opens or clicks in 90 or 180 days, depending on how often you send.
- Reduce how often you email contacts as they approach that line.
- Send a short re-engagement campaign asking whether they still want your emails.
- Stop sending to anyone who doesn’t respond, and keep them out of future campaigns.
Don’t sunset transactional mail
Sunset policies apply to marketing email. Receipts, password resets and security alerts should always go out, because the recipient needs them regardless of how they engage with newsletters. A segment of engaged contacts makes it easy to target campaigns without touching transactional sending.
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Start freeRelated terms
Full glossaryDeliverability
List hygiene
The ongoing work of keeping your contact list accurate and engaged: removing invalid addresses, bounces and long-inactive contacts so you only send to people who can and want to receive your mail.
Deliverability
Engagement rate
How often recipients open, click, or otherwise interact with your email — a primary signal mailbox providers use to decide future inbox placement.
Email types & metrics
Segment
A dynamically evaluated group of contacts matching a set of property or event filters, used to target campaigns and automations precisely.