What is a sunset policy, and why you need one

Email marketing remains one of the most potent tools in a marketer’s arsenal. It’s direct, personal, and when done right, incredibly effective. But here’s the catch: declining engagement rates can throw a wrench in your carefully crafted strategies. That’s why a sunset policy isn’t just nice to have – it’s essential.

What is a sunset policy in email marketing?

At its core, a sunset policy is your strategy for managing inactive subscribers. It’s more than just cleaning your list; it’s about optimizing your entire email marketing approach. Here’s what you need to know:

• It involves removing or re-engaging subscribers who no longer open or click on your emails.
• The goal is to maintain an active, engaged list that boosts your overall campaign performance.
• By focusing on engaged subscribers, you improve open rates, click-through rates, and protect your sender reputation.
• This targeted approach allows for more personalized messaging and offers, potentially increasing conversions and strengthening customer relationships.

Think of it as quality over quantity. Sure, your list might shrink, but the subscribers who remain are the ones who truly want to hear from you.

Why is a sunset policy important?

Let’s break down why you can’t afford to ignore inactive subscribers:

1. Impact on deliverability: A high number of inactive subscribers can signal to Internet Service Providers – ISPs for short – that your content might not be valuable. This can lead to more of your emails landing in spam folders instead of inboxes.
2. Skewed metrics: Inactive subscribers drag down your open rates and click-through rates. These metrics are crucial for understanding the effectiveness of your campaigns and making data-driven decisions.
3. Increased costs: Many email service providers charge based on list size. Why pay for subscribers who aren’t engaging with your content?
4. Missed opportunities: By focusing your efforts on inactive subscribers, you might be missing chances to deepen relationships with your engaged audience.

Benefits of implementing a sunset policy

Now that we’ve covered the ‘why,’ let’s talk about the benefits you can expect when you implement a solid sunset policy:

1. Improved metrics: By focusing on active, engaged subscribers, you’ll see a boost in key performance indicators like open rates, click-through rates, and conversion rates.
2. Enhanced sender reputation: ISPs love to see engaged subscribers. A clean, active list can improve your sender reputation, leading to better inbox placement.
3. Cost savings: Removing inactive subscribers can significantly reduce your costs, especially if you’re paying for a larger list size.
4. Better targeting: With a list of truly engaged subscribers, you can better tailor your messaging, offers, and campaigns. This leads to higher engagement and better outcomes from your email marketing efforts.
5. Increased ROI: All of these benefits combine to give you a better return on your email marketing investment. You’re spending less to reach people who are more likely to convert.

How to implement a sunset policy

Now, let’s get into the nitty-gritty of how to actually implement a sunset policy. This is a step-by-step process that requires careful planning and execution.

Step 1: Identify inactive subscribers

First things first, you need to define what “inactive” means for your business. This can vary based on your business model and email frequency. Here are some factors to consider:

• No opens or clicks: A common criteria is a lack of opens or clicks over a specific period, such as 3, 6, or 12 months.
• Engagement metrics: You might also look at other metrics, like not responding to specific calls to action or ignoring re-engagement campaigns.

Once you’ve defined inactivity, use your email marketing platform to segment these inactive subscribers from your active ones. This segmentation is important for the next steps.

Step 2: Launch re-engagement campaigns

Before you start removing subscribers, it’s good practice to attempt re-engagement. Here are some strategies to win back those inactive subscribers:

1. Special offers and discounts: Create exclusive deals just for these subscribers. Sometimes a good offer is all it takes to reignite interest.
2. Personalized content: Use what you know about these subscribers to create highly relevant, personalized emails. Remind them why they subscribed in the first place.
3. Feedback requests: Ask inactive subscribers why they stopped engaging. This not only helps re-engage but also provides valuable insights for improving your overall email strategy.

Monitor the response to these re-engagement efforts closely. If a subscriber responds positively, move them back to your active list. If not, it’s time for the next stage of the sunset process.

Step 3: Implement a gradual removal process

For subscribers who remain unresponsive despite your re-engagement efforts, it’s time to begin the process of removing them from your list. Here’s how to do it gradually:

1. Reduce email frequency: Start by reducing how often you email these subscribers. This can help determine if less frequent contact increases engagement.
2. Run a reconfirmation campaign: Before complete removal, send one last email notifying subscribers that they will be unsubscribed unless they take action. This serves as a final attempt to re-engage.
3. Unsubscribe or suppress: For those who remain inactive, either unsubscribe them from your list or move them to a suppression list. This keeps them from receiving future emails without permanently deleting their data.

Step 4: Evaluate and refine your policy

Remember, a sunset policy is not a set-it-and-forget-it strategy. It requires regular evaluation and adjustments:

• Monitor key metrics: Regularly track metrics such as open rates, click-through rates, unsubscribe rates, and spam complaints.
• Adjust criteria and timelines: Based on the data you collect, consider adjusting your inactivity thresholds, re-engagement tactics, or removal timelines.
• Test and learn: Continuously test different approaches to see what works best for your audience. A/B testing various re-engagement emails or adjusting the frequency of communication can provide valuable insights.

Common mistakes to avoid when implementing a sunset policy

Even with the best intentions, there are pitfalls to watch out for when implementing a sunset policy. Here are some common mistakes and how to avoid them:

Removing subscribers too early or too late

Balance is key here. Remove subscribers too early, and you might lose potential customers who just needed more time or different messaging to re-engage. Wait too long, and you risk damaging your sender reputation and skewing your metrics.

Over-reliance on re-engagement without a clear exit strategy

While re-engagement campaigns are important, they shouldn’t be your only focus. Without a clear plan for consistently unresponsive subscribers, you risk accumulating a large number of inactive contacts.

Failing to communicate clearly with subscribers about inactivity and potential removal

Transparency is essential. Subscribers should understand how their inactivity could lead to reduced email frequency or eventual removal from your list.

Not segmenting your list properly

Improper segmentation can lead to ineffective re-engagement campaigns and poor results. You might end up targeting the wrong subscribers with the wrong messages.

Ignoring data and failing to iterate

A sunset policy isn’t a set-it-and-forget-it strategy. If you’re not regularly reviewing the effectiveness of your policy, you may be missing opportunities for improvement.

Final thoughts

Implementing a sunset policy is more than just good email housekeeping – it’s a strategic move that can dramatically improve your email marketing effectiveness. By focusing on engaged subscribers, you’re not just cleaning your list; you’re optimizing your entire email marketing strategy for better performance and higher ROI.

Remember, the goal isn’t necessarily to have the biggest email list, but to have the most engaged one. A well-executed sunset policy helps you achieve just that.

So, what are you waiting for? Start assessing your subscriber engagement today. Your future self (and your engaged subscribers) will thank you.