How does sunsetting improve deliverability and ROI?

Sunsetting improves deliverability by removing disengaged subscribers who hurt metrics. Sending to recipients who never open depresses engagement rates that providers use for reputation assessment. Removing them improves percentage based metrics.

ROI improves because you stop paying to send to people who will not respond. Email platform costs, creative resources, and analytical overhead spent on inactive subscribers generate no return. Focusing on active subscribers improves efficiency.

Sunsetting may also reduce risk. Old inactive addresses may convert to spam traps. Continued mailing to addresses without engagement generates no positive signals while potentially generating negative ones.