{"id":46105,"date":"2023-08-25T13:39:16","date_gmt":"2023-08-25T13:39:16","guid":{"rendered":"https:\/\/www.engagebay.com\/blog\/?p=46105"},"modified":"2025-10-13T07:32:44","modified_gmt":"2025-10-13T07:32:44","slug":"sunsetting-policy-email-deliverability","status":"publish","type":"post","link":"https:\/\/www.engagebay.com\/blog\/sunsetting-policy-email-deliverability\/","title":{"rendered":"Email Sunsetting Policy 101 For Beginners"},"content":{"rendered":"<p>Apple\u2019s Mail Privacy Protection is cutting it too close for marketers. It\u2019s a feature that firewalls location, email opens, and clicks. A whopping <a href=\"https:\/\/www.campaignmonitor.com\/resources\/guides\/email-marketing-benchmarks\/\">97% of iPhone users<\/a> have opted for it. This isn\u2019t a surprise, given that phishing attacks are growing.<\/p>\n<p>However, without location and email activity tracking, marketers can no longer personalize their offers and create value for their audiences. This means fewer messages <a href=\"https:\/\/www.engagebay.com\/blog\/spam-filters-email-deliverability\/\">getting past spam filters<\/a> (a.k.a low email deliverability) or none at all! The domino effect this has on sender reputation has led some to call it the \u2018death of email marketing\u2019.<\/p>\n<p>Does this mean you\u2019re out of options? Nope, far from it! The solution already exists. It might just need to be dusted out of the attic.<\/p>\n<p>It\u2019s called the email sunsetting policy.<\/p>\n<p><strong>Sound intriguing? In this article, we\u2019ll cover:<\/strong><\/p>\n<ul>\n<li>What is Email Sunsetting?<\/li>\n<li>Top 3 Email Deliverability Issues Marketers Obsess About in 2023<\/li>\n<li>How Email Deliverability Helps Solve Those Issues<\/li>\n<\/ul>\n<p>Let\u2019s get started!<\/p>\n<p><a href=\"https:\/\/www.engagebay.com\/email-templates\/\"><img decoding=\"async\" class=\"aligncenter wp-image-66157 size-full\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1.png\" alt=\"Banner promoting over 1,000 free HTML email templates from EngageBay. Customize and send beautiful, easy-to-use email templates for impactful marketing campaigns. Try for free.\" width=\"770\" height=\"206\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1.png 770w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1-300x80.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1-768x205.png 768w\" sizes=\"(max-width: 770px) 100vw, 770px\" \/><\/a><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_74 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.engagebay.com\/blog\/sunsetting-policy-email-deliverability\/#What_is_Email_Sunsetting\" >What is Email Sunsetting?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.engagebay.com\/blog\/sunsetting-policy-email-deliverability\/#Top_3_Email_Deliverability_Issues_That_Marketers_Obsess_About_in_2023\" >Top 3 Email Deliverability Issues That Marketers Obsess About in 2023<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.engagebay.com\/blog\/sunsetting-policy-email-deliverability\/#How_Email_Sunsetting_Helps_Solve_Email_Deliverability_Issues\" >How Email Sunsetting Helps Solve Email Deliverability Issues<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.engagebay.com\/blog\/sunsetting-policy-email-deliverability\/#What_Is_an_Email_Sunsetting_Policy\" >What Is an Email Sunsetting Policy?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.engagebay.com\/blog\/sunsetting-policy-email-deliverability\/#How_To_Implement_an_Email_Sunsetting_Policy\" >How To Implement an Email Sunsetting Policy?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.engagebay.com\/blog\/sunsetting-policy-email-deliverability\/#Best_Practices_For_Running_Email_Sunset_Campaigns\" >Best Practices For Running Email Sunset Campaigns<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.engagebay.com\/blog\/sunsetting-policy-email-deliverability\/#How_to_Keep_Your_Email_List_From_Getting_Out_of_Control\" >How to Keep Your Email List From Getting Out of Control<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.engagebay.com\/blog\/sunsetting-policy-email-deliverability\/#Conclusion\" >Conclusion<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.engagebay.com\/blog\/sunsetting-policy-email-deliverability\/#Frequently_Asked_Questions\" >Frequently Asked Questions<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_is_Email_Sunsetting\"><\/span><span style=\"color: #339966;\"><strong>What is Email Sunsetting?<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Email sunsetting lets disengaged subscribers choose whether to stay on the list or opt-out. To put it simply &#8211; Do you want us to continue sending you emails? If they say \u2018yes\u2019, it\u2019s business as usual. If the answer is \u2018no\u2019, you stop emailing them. If they don\u2019t respond, you assume it\u2019s a no and stop emailing them anyway.<\/p>\n<p>Easy peasy, except for marketers, of course. Letting go of perfectly good (verified) contacts may not seem like a good idea. But think about it for a minute. If you\u2019re sending thousands upon thousands of emails and not hearing back, this must mean folks have tuned out.<\/p>\n<p>We get it. You\u2019ve been doing all you can to fix things. From<a href=\"https:\/\/www.engagebay.com\/blog\/email-ab-testing\/\"> A\/B testing subject lines and CTAs<\/a> to using trendy GIFs and memes and optimizing send times. But beyond a point, it can feel like the email deliverability gods are against you.<\/p>\n<p>Email sunsetting helps you cut your losses and focus on your best customers &#8211; the 20% that bring in 80% of your revenue. Thank you, Pareto!<\/p>\n<p>Here\u2019s a nice sunset email example:<\/p>\n<figure id=\"attachment_46176\" aria-describedby=\"caption-attachment-46176\" style=\"width: 473px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/Engagebay-Images.jpg\"><img decoding=\"async\" class=\"wp-image-46176 \" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/Engagebay-Images.jpg\" alt=\"sunset email example\" width=\"473\" height=\"594\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/Engagebay-Images.jpg 756w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/08\/Engagebay-Images-239x300.jpg 239w\" sizes=\"(max-width: 473px) 100vw, 473px\" \/><\/a><figcaption id=\"caption-attachment-46176\" class=\"wp-caption-text\"><em>Source: <a href=\"https:\/\/help.klaviyo.com\/hc\/en-us\/articles\/360017518492\">Klaviyo.com<\/a><\/em><\/figcaption><\/figure>\n<p>To be clear, sunsetting does not mean deleting unresponsive subscribers outright. That\u2019s list cleaning. Sunsetting is a process that tries to first re-engage or \u2018<a href=\"https:\/\/www.engagebay.com\/blog\/win-back-email-examples\/\">win back<\/a>\u2019 those giving you the silent treatment.<\/p>\n<p>But if the inevitable must happen (opt-outs), then it allows for that too &#8211; but in a graceful way. Yes, you don\u2019t want to see them go. A trimmed list is not pretty to look at. But since you\u2019re not deleting those contacts, there\u2019s still hope. With a bit of creativity, you could find a way to re-engage at a future date.<\/p>\n\r\n            <script>\r\n                var EhAPI = EhAPI || {}; \r\n                EhAPI.after_load = function() {\r\n                    EhAPI.set_account('ktb76s1540fl2hnhbqnrtd2npb', 'our');\r\n                    EhAPI.execute('rules');\r\n                };\r\n                (function(d, s, f) {\r\n                    var sc = document.createElement(s);\r\n                    sc.type = 'text\/javascript';\r\n                    sc.async = true;\r\n                    sc.src = f;\r\n                    var m = document.getElementsByTagName(s)[0];\r\n                    m.parentNode.insertBefore(sc, m);   \r\n                })(document, 'script', '\/\/d2p078bqz5urf7.cloudfront.net\/jsapi\/ehform.js');\r\n            <\/script>\r\n            <script>\r\n                function waitForEhForms() {\r\n                    const interval = 100; \/\/ Check every 100ms\r\n                    const checkAndLoad = () => {\r\n                        const params = new URLSearchParams(window.location.search);\r\n                        const elementorPreviewParam = params.get('elementor-preview');\r\n                        if (elementorPreviewParam && typeof EhForms !== 'undefined' && typeof EhForms.loadForms === 'function') {\r\n                            EhForms.loadForms();\r\n                            console.log('EhForms.loadForms() called successfully.');\r\n                        } else {\r\n                            setTimeout(checkAndLoad, interval);\r\n                        }\r\n                    };\r\n                    checkAndLoad();\r\n                }\r\n                \/\/ Call the function\r\n                waitForEhForms();\r\n            <\/script>\r\n        <div class='engage-hub-form-embed' id='eh_form_5161654467690496' data-id='5161654467690496'><\/div>\n<hr>\n<h4><span style=\"color: #666699;\"><b>Enhance Your Email Marketing<\/b><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Want to make your emails more impactful? Check out our beautiful, easy-to-customize recruitment and <\/span><a href=\"https:\/\/www.engagebay.com\/email-templates\/email-purpose\/marketing\"><span style=\"font-weight: 400;\">marketing email templates<\/span><\/a><span style=\"font-weight: 400;\">. Designed to boost engagement, these templates from EngageBay will help your emails stand out. Just customize the images, headings, and CTAs for your brand, and hit send in a few minutes!<\/span><\/p>\n<p style=\"text-align: center;\">&nbsp;<span style=\"font-weight: 400;\"><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" data-darkreader-inline-bgcolor=\"\" data-darkreader-inline-color=\"\" href=\"https:\/\/www.engagebay.com\/email-templates\/\">Browse the Template Library<\/a><\/span><\/p>\n<hr>\n<h2><span class=\"ez-toc-section\" id=\"Top_3_Email_Deliverability_Issues_That_Marketers_Obsess_About_in_2023\"><\/span><span style=\"color: #339966;\"><strong>Top 3 Email Deliverability Issues That Marketers Obsess About in 2023<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>These are some of the top reasons your emails are not landing in recipients&#8217; inboxes.<\/p>\n<h3><span style=\"color: #993300;\"><strong>1. Spam complaints<\/strong><\/span><\/h3>\n<p>Spam complaints account for <a href=\"https:\/\/www.engagebay.com\/blog\/email-deliverability\/\">20% of all email deliverability issues.<\/a> When subscribers click on \u2018report spam\u2019, <a href=\"https:\/\/mailtrap.io\/blog\/what-is-an-esp-email-service-provider\/\" target=\"_blank\" rel=\"noopener\" data-wpel-link=\"internal\">ESP email service providers<\/a> (GMail, Outlook) start filtering your emails. Spam complaints can affect inboxing for weeks.<\/p>\n<h3><strong><span style=\"color: #993300;\">2. Spam traps<\/span><\/strong><\/h3>\n<p>Spam traps are vicious. These are the handiwork of email service providers using fake email addresses to find and blacklist unsuspecting senders &#8211; you. Get caught a few times and you may find yourself on a blacklist.<\/p>\n<h3><strong><span style=\"color: #993300;\">3. Bounce emails<\/span><\/strong><\/h3>\n<p>If the address is invalid or unrecognized, your email will not be delivered. This is another red flag for email service providers. The solution: clean up your list and only send emails to safe (verified) addresses.<\/p>\n<p>So far, so good?<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/intro-to-email-deliverability\/\">Read also: Avoiding the Spam Folder: An Intro to Email Deliverability<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_Email_Sunsetting_Helps_Solve_Email_Deliverability_Issues\"><\/span><span style=\"color: #339966;\"><strong>How Email Sunsetting Helps Solve Email Deliverability Issues<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Email sunsetting can help you survive the spam filter minefield. Here\u2019s how.<\/p>\n<h3><span style=\"color: #993300;\"><strong>Better spam score<\/strong><\/span><\/h3>\n<p>Email unsetting allows you to be tactical about who to send to. You segment your list into green and red (engaged vs disengaged) and stick to the verified email addresses. This gives you a <a href=\"https:\/\/www.tiny.cloud\/blog\/test-email-for-spam-score\/\">better spam score<\/a> and increases your odds of getting through to the inbox.<\/p>\n<h3><strong><span style=\"color: #993300;\">Improved engagement rates<\/span><\/strong><\/h3>\n<p>If you have a high \u2018delete before reading\u2019 rate, it\u2019s a clear sign that you have the wrong audience &#8211; or that the subject line was bad! You only have seconds to make an impact. Most people only spend 9 seconds on an email. Sunsetting can help cut the flab and give you a healthier engagement rate.<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/blacklists-greylists-whitelists-email-deliverability\/\">Read also: The Impact of Blacklists, Greylists, and Whitelists on Your Email Deliverability<\/a><\/p>\n<h3><span style=\"color: #993300;\"><strong>Better sender reputation<\/strong><\/span><\/h3>\n<p>If you have good deliverability and engagement, you\u2019re the envy of your competition. It means you\u2019re on the \u2018safe sender\u2019 list of demanding email providers. Sunsetting can help you get there faster by weeding out unresponsive subscribers and giving your fans more attention.<\/p>\n<p><i><span style=\"font-weight: 400;\">\ud83d\udc49 Elevate your email marketing with our <\/span><\/i><a href=\"https:\/\/www.engagebay.com\/email-templates\/\"><i><span style=\"font-weight: 400;\">free email templates<\/span><\/i><\/a><i><span style=\"font-weight: 400;\"> designed to boost engagement and conversions.<\/span><\/i><\/p>\n<h3><span style=\"color: #993300;\"><strong>Better revenue optimization<\/strong><\/span><\/h3>\n<p>Engaged subscribers are more likely to buy again than someone who hasn\u2019t once opened or clicked through your emails. Sunsetting shifts the focus from \u2018growing the list\u2019 to \u2018getting more out of the list\u2019 you have.<\/p>\n<p>If there\u2019s one thing that email sunsetting can\u2019t do, it\u2019s this: squeezing engagement and growth from purchased <a href=\"https:\/\/www.engagebay.com\/blog\/email-list\/\">email lists<\/a>. Buying lists is against the law and it\u2019s best to follow the recommendations from Google and Microsoft in this regard.<\/p>\n<p>Email sunsetting is not a one-and-done affair. It&#8217;s something you do every month or quarter. The best way to ensure consistency is to set up an email sunsetting policy.<\/p>\n<p><a href=\"https:\/\/www.engagebay.com\/email-templates\/\"><img decoding=\"async\" class=\"aligncenter wp-image-66157 size-full\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1.png\" alt=\"Banner promoting over 1,000 free HTML email templates from EngageBay. Customize and send beautiful, easy-to-use email templates for impactful marketing campaigns. Try for free.\" width=\"770\" height=\"206\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1.png 770w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1-300x80.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1-768x205.png 768w\" sizes=\"(max-width: 770px) 100vw, 770px\" \/><\/a><\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/isp-email-deliverability\/\">Read also: ISP and Email Deliverability: How To Hit The Inbox Always<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_Is_an_Email_Sunsetting_Policy\"><\/span><span style=\"color: #339966;\"><strong>What Is an Email Sunsetting Policy?<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>An email sunsetting policy lays out the ground rules for splitting disengaged and engaged email subscribers into different segments or buckets, primarily based on:<\/p>\n<ul>\n<li style=\"font-weight: 400;\">Subscriber activity &#8211; opens, click-throughs, forwards, replies<\/li>\n<li style=\"font-weight: 400;\">Sign-up date<\/li>\n<li style=\"font-weight: 400;\">Your sending frequency<\/li>\n<\/ul>\n<p>In <a href=\"https:\/\/www.engagebay.com\/marketing\/email-marketing\">email marketing<\/a>, a sunset policy helps you look at the engagement graph and plot exactly when to re-engage and when to sunset a lead or customer. If you have multiple lists for different regions or product categories, you can correlate these metrics with other data points (more on this later).<\/p>\n<p>An email sunsetting policy is a key part of the overall email list management process. It can help you identify and manage disengaged subscribers before they cause an avalanche of email deliverability problems.<\/p>\n<p>Once you know what to look for, you can put it email sunsetting on autopilot through CRM automation. EngageBay offers <a href=\"https:\/\/www.engagebay.com\/crm\/automated-crm\">pre-defined automation options<\/a> &#8211; for free!<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/spam-filters-email-deliverability\/\">Read also: How To Avoid Spam Filters For Better Email Deliverability<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_To_Implement_an_Email_Sunsetting_Policy\"><\/span><span style=\"color: #339966;\"><strong>How To Implement an Email Sunsetting Policy?<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When it comes to segmentation, one size does not fit all. You should define your own criteria for managing email lists based on what works best for you.<\/p>\n<p>Here are some basic steps to get you started.<\/p>\n<h3><span style=\"color: #993300;\"><strong>Define the metrics for subscribers to be classified as inactive<\/strong><\/span><\/h3>\n<p>This is where you set a lower limit for <a href=\"https:\/\/www.engagebay.com\/blog\/email-marketing-kpis\/\">engagement metrics<\/a> &#8211; opens, click-throughs, forwards, replies, etc. Those in the red are classified as disengaged.<\/p>\n<p>For example, if a subscriber didn\u2019t open any of the 10 emails you sent over the last 90 days, consider them disengaged.<\/p>\n<h4><span style=\"color: #666699;\"><strong>Quick tip<\/strong><\/span><\/h4>\n<p>Open rates are not a reliable engagement metric anymore, thanks to features like Mail Privacy Protection. It\u2019s the same with another key metric: <a href=\"https:\/\/www.constantcontact.com\/blog\/apple-mail-privacy-protection-for-email-marketing\/\">Click To Open Rate (CTOR)<\/a>.<\/p>\n<p>Try correlating opens with total clicks instead. You can also look at data from other marketing channels like the website (date of last order, cart abandonment status, etc.) or social media to be absolutely sure.<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/bounce-rates-email-deliverability\/\">Read also: Bounce Rates and Email Deliverability \u2013 A Simple Guide<\/a><\/p>\n<h3><span style=\"color: #993300;\"><strong>Define the timeframe for no activity<\/strong><\/span><\/h3>\n<p>How long has it been since the last interaction? Your answer will depend on the number of times you send emails to your list. If you churn out emails every day, you should have a shorter timeframe for measuring disengagement &#8211; around 30 days or so.<\/p>\n<p>If you have a lower frequency, allow more time before classifying recipients as disengaged or unengaged. For example, if you email once a week, 3 to 6 months of no activity should be long enough.<\/p>\n<p><i><span style=\"font-weight: 400;\">\ud83d\udc49&nbsp; Boost your marketing strategy with our <\/span><\/i><a href=\"https:\/\/www.engagebay.com\/email-templates\/\"><i><span style=\"font-weight: 400;\">customizable email templates<\/span><\/i><\/a><i><span style=\"font-weight: 400;\"> that drive results.<\/span><\/i><\/p>\n<h4><strong><span style=\"color: #666699;\">Quick tip<\/span><\/strong><\/h4>\n<p>Another strategy is to take your sales cycle into consideration when setting disengagement thresholds. If you have a short sales cycle (which usually means a high emailing frequency), 30 days should be a reasonable timeframe.<\/p>\n<p>Some industries have much longer sales cycles, particularly B2B. If you have a sales cycle that\u2019s 6 months long, consider sunsetting at the 12-month.mark. A good rule of thumb is to double your average sales cycle when segmenting your list.<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/ip-warming-email-deliverability\/\">Read also: IP Warming And Email Deliverability: Here\u2019s What To Know<\/a><\/p>\n<h3><span style=\"color: #993300;\"><strong>Set conditions to re-engage or suppress<\/strong><\/span><\/h3>\n<p>This is the moment of truth that settles the \u2018quantity versus quantity\u2019 debate for good. Subscribers who haven\u2019t opened or clicked in 6 months can be added to an exclusion or suppression list right away. If it\u2019s been between 30 and 60 days, you have the best chance of re-engaging.<\/p>\n<p>Those in the 60- to 90-day bucket could still be persuaded to come back but 90 to 120 is the outlier category. You don\u2019t have to delete them from your records. Just make sure you don\u2019t send any more emails.<\/p>\n<h4><span style=\"color: #666699;\"><strong>Quick tip<\/strong><\/span><\/h4>\n<p>You can create a complete re-engagement <a href=\"https:\/\/www.engagebay.com\/marketing\/email-sequences\">email sequence<\/a> for the 30-60 and 60-90 day segments since they would be most likely to re-engage.<\/p>\n<p>Send two re-engagement offers 2-3 weeks apart, with the final one having the standard unsubscribe wording.<\/p>\n<p><a href=\"https:\/\/www.engagebay.com\/email-templates\/\"><img decoding=\"async\" class=\"aligncenter wp-image-66157 size-full\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1.png\" alt=\"Banner promoting over 1,000 free HTML email templates from EngageBay. Customize and send beautiful, easy-to-use email templates for impactful marketing campaigns. Try for free.\" width=\"770\" height=\"206\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1.png 770w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1-300x80.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1-768x205.png 768w\" sizes=\"(max-width: 770px) 100vw, 770px\" \/><\/a><\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/email-feedback-loops-for-deliverability\/\">Read also: Email Feedback Loops: How They Work, How to Set Them Up, and Some Tips<\/a><\/p>\n<h3><span style=\"color: #993300;\"><strong>Keep an eye on engagement after sunsetting<\/strong><\/span><\/h3>\n<p>Watch your opens, clicks, forwards, and replies in the days and weeks following the sunset campaign. You should see a considerable improvement across all these metrics. If not, you may have to clean your list before you send out another sunset campaign.<\/p>\n<h4><span style=\"color: #666699;\"><strong>Quick tip<\/strong><\/span><\/h4>\n<p>If you suspect you\u2019ve been blacklisted, use a <a href=\"https:\/\/clearout.io\/blog\/email-blacklist-removal\/\">blacklist checker tool<\/a> to confirm.<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/email-deliverability\/\">Read also: Email Deliverability: 7 Tips To Get More Clicks, Sells &amp; Signups<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Best_Practices_For_Running_Email_Sunset_Campaigns\"><\/span><span style=\"color: #339966;\"><strong>Best Practices For Running Email Sunset Campaigns<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The success of your email sunsetting policy comes down to execution. Thankfully, there are several tried and tested best practices you can try out and modify to your own needs.<\/p>\n<h3><span style=\"color: #993300;\"><strong>Use tags for filtering<\/strong><\/span><\/h3>\n<p>We\u2019ve already discussed email sunset segmentation metrics. Most email marketing tools and <a href=\"https:\/\/www.engagebay.com\/products\/crm\">CRM software<\/a> &#8211; like <a href=\"https:\/\/www.engagebay.com\/\">EngageBay<\/a> &#8211; offer segment builders with easy drop-down options. You can even select multiple conditions at a time.<\/p>\n<figure id=\"attachment_10713\" aria-describedby=\"caption-attachment-10713\" style=\"width: 1341px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/07\/Segmented-List.png\"><img decoding=\"async\" class=\"wp-image-10713 size-full\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/07\/Segmented-List.png\" alt=\"CRM functionality -- contact segmentation\" width=\"1341\" height=\"498\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/07\/Segmented-List.png 1341w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/07\/Segmented-List-300x111.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/07\/Segmented-List-1024x380.png 1024w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/07\/Segmented-List-768x285.png 768w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2019\/07\/Segmented-List-595xh.png 595w\" sizes=\"(max-width: 1341px) 100vw, 1341px\" \/><\/a><figcaption id=\"caption-attachment-10713\" class=\"wp-caption-text\"><em>A segmented list example from EngageBay<\/em><\/figcaption><\/figure>\n<p>But there\u2019s another way to do this &#8211; with tagging. You can use tags to filter subscribers by metrics like purchase history. This lets you create differentiated segments. For example, people who have purchased from you in the past versus not.<\/p>\n<p>You can tag accounts for sales or <a href=\"https:\/\/www.engagebay.com\/blog\/customer-retention-strategies\/\">customer retention<\/a> to follow up. Tags can also be used to create custom audiences for Facebook or LinkedIn retargeting.<\/p>\n<p>All you need to do is set up automation. Make sure to update tags for subscribers who re-engage!<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/email-seed-testing\/\">Read also: Email Seed Testing: A Time-Tested Email Deliverability Hack<\/a><\/p>\n<h3><span style=\"color: #993300;\"><strong>Use double opt-in to confirm subscribers<\/strong><\/span><\/h3>\n<p>You\u2019ve re-engaged your subscribers. How can you be sure the email address is valid? The answer is simple: via a <a href=\"https:\/\/www.engagebay.com\/blog\/best-opt-in-email-strategies\/\">double opt-in email<\/a>. This method generates an automated confirmation when the subscriber clicks through the first time.<\/p>\n<p>The subscriber clicks a link in the confirmation email and is added back to the list. It does add an extra step to the opt-in process but verifies the subscriber\u2019s email, and provides direct consent. It also gives your open rate and sender reputation a boost.<\/p>\n<h4><span style=\"color: #666699;\"><strong>Quick Tip<\/strong><\/span><\/h4>\n<p>Consider <a href=\"https:\/\/help.kajabi.com\/hc\/en-us\/articles\/1260803229929-How-ReCaptcha-Helps-You-Maintain-a-Healthy-Mailing-List\">adding a re-captcha<\/a> if you are concerned about spam bots.<\/p>\n<p><i><span style=\"font-weight: 400;\">\ud83d\udc49 Optimize your marketing efforts with our <\/span><\/i><a href=\"https:\/\/www.engagebay.com\/email-templates\/\"><i><span style=\"font-weight: 400;\">email templates<\/span><\/i><\/a><i><span style=\"font-weight: 400;\"> designed for efficiency and impact.<\/span><\/i><\/p>\n<h3><strong><span style=\"color: #993300;\">Allow users to update email preferences<\/span><\/strong><\/h3>\n<p>The unsubscribe link in your re-engagement email should allow users to do more than just unsubscribe. It could well be that some subscribers aren\u2019t using a specific email anymore &#8211; for example, if they have recently switched jobs. The solution: include an \u2018update preferences\u2019 option that enables them to:<\/p>\n<ul>\n<li style=\"font-weight: 400;\">Update email addresses<\/li>\n<li style=\"font-weight: 400;\">Opt out of specific types of offers<\/li>\n<li style=\"font-weight: 400;\">Contact customer support for assistance.<\/li>\n<\/ul>\n<h3><span style=\"color: #993300;\"><strong>Make it easy for recipients to reply<\/strong><\/span><\/h3>\n<p>A reply adds the sender to your recipient\u2019s (and, by extension, the email service provider\u2019s) \u2018safe\u2019 list. For marketers, there\u2019s no better way to make a comeback!<\/p>\n<p>You\u2019ve established that the subscriber is still interested. So, go ahead and add them back to the list. But make it easy for the subscriber by adding a \u2018reply to email\u2019 link in the body of your email.<\/p>\n<p><a href=\"https:\/\/www.engagebay.com\/email-templates\/\"><img decoding=\"async\" class=\"aligncenter wp-image-66157 size-full\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1.png\" alt=\"Banner promoting over 1,000 free HTML email templates from EngageBay. Customize and send beautiful, easy-to-use email templates for impactful marketing campaigns. Try for free.\" width=\"770\" height=\"206\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1.png 770w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1-300x80.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1-768x205.png 768w\" sizes=\"(max-width: 770px) 100vw, 770px\" \/><\/a><\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/bounce-back-emails\/\">Read also: Bounce Back Emails: What Are They And How To Fix Them<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_to_Keep_Your_Email_List_From_Getting_Out_of_Control\"><\/span><span style=\"color: #339966;\"><strong>How to Keep Your Email List From Getting Out of Control<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>EngageBay offers<a href=\"https:\/\/www.engagebay.com\/marketing\/contact-segmentation\"> comprehensive email segmentation<\/a> and list management features that make running sunset campaigns a breeze. It allows you to filter contacts into multiple segments and run campaigns with a few clicks.<\/p>\n<p>For example, you can create a separate segment for \u2018opens with click through\u2019 and \u2018opens without click through\u2019. This makes it possible to run differentiated campaigns based on behavior.<\/p>\n<p>EngageBay comes with a handy automation builder for <a href=\"https:\/\/www.engagebay.com\/blog\/trigger-email-marketing\/\">trigger-based campaigns<\/a>. It allows you to get a lot more done in less time. For example, you can automate double opt-in sequences, or change tags for re-engaged subscribers.<\/p>\n<p>EngageBay is an <a href=\"https:\/\/www.engagebay.com\/\">all-in-one marketing automation and CRM solution<\/a>, which means you can create automation sequences across different channels. This helps you get more done in less time.<\/p>\n<p>For example, you can send the \u2018non-clickers\u2019 an exclusive offer via SMS and ask them to check their inboxes for details and FAQs. A complementary approach such as this can increase email opens and click-throughs.<\/p>\n<p>Don\u2019t worry! You don\u2019t have to bother exporting data to a reporting tool for performance tracking. EngageBay takes care of it for you. You can use the dashboard feature to track key metrics, generate real-time automated reports, and optimize your <a href=\"https:\/\/www.engagebay.com\/blog\/email-marketing-campaigns\/\">email marketing campaigns<\/a> for the best results.<\/p>\n<p><a href=\"https:\/\/www.engagebay.com\/email-templates\/\"><img decoding=\"async\" class=\"aligncenter wp-image-66157 size-full\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1.png\" alt=\"Banner promoting over 1,000 free HTML email templates from EngageBay. Customize and send beautiful, easy-to-use email templates for impactful marketing campaigns. Try for free.\" width=\"770\" height=\"206\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1.png 770w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1-300x80.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1-768x205.png 768w\" sizes=\"(max-width: 770px) 100vw, 770px\" \/><\/a><\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/sender-reputation-email-deliverability\/\">Read also: Unlocking The Secrets Of Sender Reputation: Your Key To Email Deliverability<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span><span style=\"color: #339966;\"><strong>Conclusion<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Consumers are genuinely concerned about spam, and email service providers could soon be competing with each other on security features.<\/p>\n<p>In a situation like this, businesses need to adopt best practices like an email sunset policy to build trust with their audiences and improve email deliverability. Of course, you must continue to provide compelling value for subscribers to stay signed up.<\/p>\n<p>EngageBay does everything from designing emails to reporting performance seamlessly. It is simple, affordable, and flexible &#8211; an unbeatable combination for the discerning business owner.<\/p>\n<p>Sign up for a free demo or, better yet, a <a href=\"https:\/\/www.engagebay.com\/pricing\/all-in-one\">free-forever plan<\/a> to experience the <a href=\"https:\/\/www.engagebay.com\/marketing\/marketing-automation\">marketing automation<\/a> power of EngageBay.<\/p>\n<p><i><span style=\"font-weight: 400;\">\ud83d\udc49 Have you tried our<\/span><\/i><a href=\"https:\/\/www.engagebay.com\/email-templates\/\"> <i><span style=\"font-weight: 400;\">email templates<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">? Share your experience in the comments below, and let us know how they worked for your campaigns!<\/span><\/i><\/p>\n<h2 style=\"text-align: center;\"><span class=\"ez-toc-section\" id=\"Frequently_Asked_Questions\"><\/span><span style=\"color: #339966;\"><strong>Frequently Asked Questions<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span style=\"color: #993300;\"><strong>How can I improve email deliverability?<\/strong><\/span><\/h3>\n<p>Here\u2019s a simple checklist you can use to improve email deliverability:<\/p>\n<ul>\n<li style=\"font-weight: 400;\">Use email sunsetting to identify and remove disengaged subscribers<\/li>\n<li style=\"font-weight: 400;\">Put quality over quantity when adding new contacts<\/li>\n<li style=\"font-weight: 400;\">Review your email list for invalid or unrecognized emails<\/li>\n<li style=\"font-weight: 400;\">Confirm sign-ups via double opt-in<\/li>\n<li style=\"font-weight: 400;\">Don\u2019t use purchased lists<\/li>\n<li style=\"font-weight: 400;\">Include an \u2018update preferences\u2019 link<\/li>\n<li style=\"font-weight: 400;\">Avoid \u2018spammy\u2019 words, images, or attachments (spam flags)<\/li>\n<\/ul>\n<h3><span style=\"color: #993300;\"><strong>What\u2019s the difference between email delivery and email deliverability?<\/strong><\/span><\/h3>\n<p><strong>Email Delivery:<\/strong> The email address and domain are confirmed valid. The email is accepted.<\/p>\n<p><strong>Email Deliverability:<\/strong> This refers to where the email landed upon delivery &#8211; inbox, promotions, or spam.<\/p>\n\r\n            <script>\r\n                var EhAPI = EhAPI || {}; \r\n                EhAPI.after_load = function() {\r\n                    EhAPI.set_account('ktb76s1540fl2hnhbqnrtd2npb', 'our');\r\n                    EhAPI.execute('rules');\r\n                };\r\n                (function(d, s, f) {\r\n                    var sc = document.createElement(s);\r\n                    sc.type = 'text\/javascript';\r\n                    sc.async = true;\r\n                    sc.src = f;\r\n                    var m = document.getElementsByTagName(s)[0];\r\n                    m.parentNode.insertBefore(sc, m);   \r\n                })(document, 'script', '\/\/d2p078bqz5urf7.cloudfront.net\/jsapi\/ehform.js');\r\n            <\/script>\r\n            <script>\r\n                function waitForEhForms() {\r\n                    const interval = 100; \/\/ Check every 100ms\r\n                    const checkAndLoad = () => {\r\n                        const params = new URLSearchParams(window.location.search);\r\n                        const elementorPreviewParam = params.get('elementor-preview');\r\n                        if (elementorPreviewParam && typeof EhForms !== 'undefined' && typeof EhForms.loadForms === 'function') {\r\n                            EhForms.loadForms();\r\n                            console.log('EhForms.loadForms() called successfully.');\r\n                        } else {\r\n                            setTimeout(checkAndLoad, interval);\r\n                        }\r\n                    };\r\n                    checkAndLoad();\r\n                }\r\n                \/\/ Call the function\r\n                waitForEhForms();\r\n            <\/script>\r\n        <div class='engage-hub-form-embed' id='eh_form_6268678992035840' data-id='6268678992035840'><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Apple\u2019s Mail Privacy Protection is cutting it too close for marketers. It\u2019s a feature that firewalls location, email opens, and [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":46454,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[49],"tags":[271,8697,8695,8696],"class_list":["post-46105","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-email-deliverability","tag-email-spam-score","tag-email-sunsetting","tag-email-sunsetting-policy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.3 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Email Sunsetting Policy 101 For Beginners<\/title>\n<meta name=\"description\" content=\"Get your email deliverability (and spam score) back on the green with an email sunsetting policy. 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