What is an email sunset policy?
A sunset policy defines how long you keep emailing an inactive subscriber before you stop. It protects your sender reputation by removing disengaged addresses that provide no positive signals. It is also the number one defense against recycled spamtraps, which are abandoned inboxes reactivated by providers to catch senders who fail to clean stale lists. A sunset policy is the maritime practice of retiring ships that no longer sail to avoid unnecessary risk.
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