What are best practices for implementing a sunset policy?

Implementing a sunset policy requires defining inactivity (typically no opens or clicks for 3 to 12 months), designing win back sequences to attempt reactivation, and establishing suppression procedures for non responders.

Win back campaigns should clearly communicate the stakes: "We have not heard from you" messaging with compelling reasons to re engage. Make action easy and offer incentives if appropriate. Give subscribers clear choice to stay or leave.

Those not responding to win back efforts should be suppressed from promotional campaigns. Consider keeping them on transactional lists if relevant. Monitor suppressed segments for any signs of renewed interest.