Sunset Policy: When to Remove Inactive Subscribers
A sunset policy is a written rule for retiring subscribers who no longer engage. How to set one and why it protects your reputation.
In this article
A sunset policy defines when you stop emailing someone who has gone quiet. It keeps the list healthy without arguments about every contact.
Why you need one
Inactive subscribers lower engagement, which lowers inbox placement for everyone. Some turn into spam traps over time.
How to set the rule
- Define engagement: a click, reply, purchase or login. Do not count opens.
- Choose a window that fits your sending frequency, for example 6 months for weekly senders and 12 months for monthly senders.
- Run a re-engagement series before the cut.
- Suppress, do not delete at once: keep the record so you do not email them again by mistake.
Special cases
- Recent buyers and customers can have a longer window.
- Transactional messages are separate and continue.
- Contacts in regulated markets may need records of the decision.
Make it routine
Run the sunset process monthly and verify what remains. A short, regular clean beats a big annual one. The bulk verifier finds the addresses that stopped working altogether.
Mailbite Editorial TeamPractical guides on email verification and deliverability.
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