Quick answer · Re-engagement · 2 min read
When should unengaged subscribers be sunset from campaigns?
Sunset after repeated non-engagement despite reactivation attempts, based on list health thresholds.
In this guide
The answer
Direct answer
List quality beats list size. Sunset policy protects deliverability and improves overall campaign efficiency.
Where this guidance fits
Best fit
- Mature lifecycle programs
- Deliverability recovery
- Large subscriber bases
Common mistakes
- Keeping long-term inactive users indefinitely
- Skipping win-back attempts before suppression
- Using identical criteria for all audience segments
Put this guidance into practice
Design a sunset policy with re-engagement checkpoints, suppression thresholds, and exception rules.