What is an email sunset policy? (Revisiting from List Hygiene)

An email sunset policy defines when and how inactive subscribers are removed from active mailing lists. After a defined period without engagement, subscribers either receive win back campaigns or are suppressed from regular mailings.

Sunset policies protect deliverability by preventing continued mailing to disengaged recipients who hurt engagement metrics and may become spam trap risks. They also improve marketing efficiency by focusing resources on responsive audiences.

A sunset policy is not deleting subscribers but moving them to inactive status. They remain in your database for potential future reactivation but stop receiving regular campaigns that damage metrics when ignored.