What are best practices for implementing a sunset policy?

Most senders know they should clean their list. Fewer actually have a system for it. A sunset policy is that system, and the details matter more than most people realize.

If you're not sure what a sunset policy is, start with the basics first. Once you're ready to build one, here's how to do it well.

Step 1: Define what "inactive" actually means

This sounds simple but it trips people up. "Inactive" should mean no opens AND no clicks over a defined window. Opens alone are unreliable now that Apple Mail Privacy Protection inflates open rates. Clicks are a much cleaner signal.

As for the time window, there's no universal answer. A general guide:

• 90 days works well for high-frequency senders (daily or near-daily). If you're sending that often and someone hasn't clicked in 3 months, they've checked out.
• 6 months is the sweet spot for most senders. It's long enough to catch seasonal readers, short enough to protect your reputation.
• 12 months is reasonable for low-frequency lists (monthly newsletters, annual event emails). These readers have less opportunity to engage.

Step 2: Build a win-back sequence, not just one email

Before you remove anyone, give them a genuine chance to stay. A two or three email win-back sequence works better than a single dramatic "we're saying goodbye" message. Here's a simple structure that holds up:

1. Email 1 (soft check-in): "Still interested in hearing from us?" Keep it warm, no pressure. Include a clear "yes, keep me" button.
2. Email 2 (reminder, 5-7 days later): Let them know this is their last chance to stay on the list. Be honest, not theatrical.
3. Email 3 (optional, for high-value segments): A brief incentive, if it fits your brand. A discount, a free resource, something genuinely useful.

Realistic reactivation rates sit somewhere between 1% and 5% of your inactive segment. If you're getting above 5%, you probably waited too long to start. If you're getting below 1%, your original content wasn't landing well with that group anyway.

Step 3: Handle non-responders cleanly

Anyone who doesn't respond to your win-back sequence gets moved off your promotional list. You don't have to delete the record entirely. Most ESPs let you tag or segment these contacts so you stop sending to them without losing the data. If they're customers who still need transactional emails (receipts, order updates), keep them on that flow separately.

It's worth checking whether any of these non-responders are still clicking links inside your emails without opening them (bot clicks), or whether your tracking pixel is blocked. These edge cases won't be many, but they're worth a quick review before bulk-removing a large segment.

Step 4: Keep an eye on reactivated contacts

Occasionally, a previously inactive subscriber will come back on their own. They find an old email, click through, make a purchase. Make sure your system flags these people so you're not accidentally mailing someone who's now engaged as if they're still on the inactive path.

Also watch your overall deliverability after sunsetting. Complaint rates and bounce rates should drop, and your open and click rates (on a per-send basis) should rise. That's the signal that the policy is working.

And if you're not sure your current list is clean enough to even start a sunset process, you can run it through RME Clean first. It'll flag the contacts worth keeping versus the ones that are already gone before you ever send a win-back email.