Subscribers who never open or click hurt your sender reputation. A re-engagement campaign gives them a chance to stay; a sunset policy removes those who do not.
Define inactive
For example, no clicks (and no opens, keeping in mind open tracking is unreliable) in 6 months, adjusted for how often you send.
A re-engagement sequence
- “We miss you” with your best content or a new offer.
- “Do you still want to hear from us?” with a one-click button to stay subscribed.
- “Last email” explaining they will be removed unless they click.
Sunset policy
Remove or suppress subscribers who do not engage after the sequence. Keep a record so you do not re-import them. Clean your list with our email list cleaner.
Benefits
- Better inbox placement.
- More accurate metrics.
- Lower costs on tools priced by list size.
Track
Watch engagement before and after with our email metrics calculator.
Read how to clean your email list.
Want the full picture? This article is part of Email marketing: the complete guide, our in-depth guide with everything in one place.
