Sunset Policy
01 Definition
Sunset Policy meaning: A rule for automatically removing or pausing subscribers who stay inactive for a set period.
A sunset policy defines when to stop mailing chronically unengaged contacts, for example after ninety days with no opens or clicks. It often triggers a final re-engagement attempt before removal. The aim is to protect deliverability by focusing on people who still respond.
Also called
Why it matters
How Sunset Policy fits the work
Repeatedly mailing people who ignore you signals low quality to inbox providers, so retiring dead weight helps active subscribers keep reaching the inbox.
In context
The brand's sunset policy removed anyone with no clicks in 180 days, retiring 8,000 contacts and lifting overall click rates.
Practical note
Base the threshold on your sending frequency and open-tracking limits, remembering that privacy features can hide opens and understate real engagement.