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Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

Sunset Policy

A sunset policy is a predefined rule for automatically stopping emails to — or removing — subscribers who have been unengaged for a set period, protecting your deliverability.

Also known as: sunset flow, subscriber sunsetting

A sunset policy takes the guesswork and emotion out of list cleaning. Instead of hanging onto subscribers who never engage, you set clear rules for when to let them go.

How does a sunset policy work?

You define an inactivity threshold (for example, no opens or clicks in 6 months), attempt re-engagement, and then automatically suppress or remove those who still don't respond.

Why have a sunset policy?

Chronically unengaged subscribers hurt your engagement metrics and sender reputation, which can push your entire program toward spam. Sunsetting them keeps your active list healthy.

Setting your thresholds

Base thresholds on your send frequency and purchase cycle. A brand emailing daily might sunset faster than one emailing monthly. Always give a re-engagement chance first.

Related terms

Email List Lead Magnet List Segmentation Subscriber Opt-In Form Double Opt-In

Related reading from Drip

10 Proven Strategies to Re-Engage Inactive Email Subscribers The 5-Step Email Scrubbing Framework

Frequently asked questions

What is an email sunset policy?
A sunset policy is a predefined rule for automatically suppressing or removing subscribers who have been unengaged for a set period. It keeps chronically inactive contacts from harming your deliverability.
How does a sunset policy work?
You set an inactivity threshold (for example, no engagement in six months), send a re-engagement attempt, and then automatically suppress or remove subscribers who still don't respond.
Why do I need a sunset policy?
Chronically unengaged subscribers lower your engagement rates and sender reputation, which can send your whole program toward spam. Sunsetting them protects your active, engaged list.
How do I choose sunset thresholds?
Base them on your sending frequency and purchase cycle. A brand that emails daily may sunset subscribers faster than one that emails monthly. Always attempt re-engagement before removing anyone.
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