How to implement a sunset policy without destroying your list

Removing subscribers feels counterintuitive but it is one of the most impactful things you can do for deliverability. Here is our tested sunset process.

Phase 1: Re-engagement (Days 1-14)

Send a 3-email re-engagement sequence to subscribers who have not engaged in 90 days. Use compelling subject lines like "We miss you" or "Should we stop emailing you?"

Phase 2: Last chance (Day 21)

Send a final "last chance" email with a clear CTA to stay subscribed. Make it easy — one click to confirm.

Phase 3: Sunset (Day 30)

Remove anyone who did not engage with any re-engagement email. In our case, this was 18% of our list.

Results

After sunsetting, our deliverability improved across the board. Open rates jumped 15%, complaint rates dropped, and Google Postmaster Tools showed improved domain reputation within a week.