The specific amount of time that you choose to set your account can range from a few weeks to a few months - it depends on your industry and the email program you use. Everyone wants better deliverability and it is a worthy goal. When messages do not reach your clients' inboxes, you are missing out on an opportunity to connect with your customers. 

By taking care of email sun-setting, you will get rid of spam traps, improve deliverability and list integrity, which is one of the main keys if you want to be successful in email marketing. Sun-setting is a great and powerful way to address any specific email delivery problems.
 

Sunset policy

We recommend you start using a “Sunset policy” for your recipients. This means that if someone has not opened your messages after a period of time you either: 

a) Remove them from your contact list; 

b) Send less frequently to them;

c) Run a re-engagement campaign. 

If you get nothing from such contacts after the re-engagement campaign, it is time to remove those email addresses from your contact list.

As a marketer or a salesperson we know you work hard to generate leads. The idea of deleting or opting out hard-earned contacts may seem illogical to you, especially when there are so many excuses like “What if they actually open the next email they receive?” or “What if my boss/manager asks why our send volume is going down?”. However, regularly removing no longer engaged contacts from your database can improve your overall email deliverability. As much as you want to keep those contacts, as it seems like they may click or open your mail someday, those inactive contacts are probably harming your delivery more than providing the opportunity.

 

How to sunset

Start with the basics:

  • Determine how long a user needs to be disengaged to be called Inactive. Though inactivity will vary from business to business, to start with, the users who have not opened a single email from you in the past six months can be considered inactive in most cases.
  • Determine what a disengaged contact means to your business.
  • Determine how long a disengaged contact should continue receiving emails from your company. The longer you continue to send to disengaged contacts, the bigger negative impact it will have on your brand's deliverability. 
  • Finally, decide how to manage contacts who have become disengaged. You can either remove such contacts from your mailing list without any notification or try running a re-engagement campaign to give them the last opportunity to stay on your list.

 

Sunset benefits

Running a well-planned sun-setting strategy can bring the following benefits to your email campaigns:

  • You will always have an active emails list with users who are really interested in your promotions;
  • Your email deliverability will improve - you will see better open and click rates and have greater engagement on your campaigns;
  • You will start sending more targeted and relevant messages to your clients;
  • You will maintain great sender reputation by sending messages only to those contacts who actually want to hear from you.

 

Sunsetting Frequency Example

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