Re-engagement & Sunsetting (Engagement Hygiene)

The "art of saying goodbye." A sunsetting policy is the process of removing users who have "fallen asleep" (gone inactive). Before you do, you send a "re-engagement campaign" to try and wake them up one last time.

17 questions in this topic

What is a re-engagement campaign (win-back campaign)? When should I run a re-engagement campaign? What makes a good re-engagement email? What is an email sunset policy? How do I define an "inactive" subscriber? How long before an inactive becomes risky? Should I remove inactive subscribers or just stop emailing them? What are the benefits of sunsetting inactive contacts? How can re-engagement campaigns clean a list? What metrics define “active” vs “inactive”? How does engagement hygiene differ from validation hygiene? What is engagement scoring? How does engagement decay affect future deliverability? When should you suppress vs segment inactive users? How does frequency affect engagement decay? How to measure reactivation success? What’s the balance between retention and hygiene?

Questions about Re-engagement & Sunsetting (Engagement Hygiene)