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Module 5 · Lesson 18 of 37

Sunset Policies & Re-engagement

Part of The Complete Email Deliverability Course — List Hygiene & Management.

Sunset policy timeline:

Inactivity Action
30-60 days Move to "at-risk" segment; reduce frequency
60-90 days Trigger re-engagement campaign
90-120 days Final "last chance" email
120-180 days Suppress from marketing
180+ days Remove from active list entirely

Re-engagement sequence:

  1. Day 0 — "We miss you" with emotional appeal
  2. Day 7 — Value-based offer (exclusive content/discount)
  3. Day 14 — Preference update (frequency/topic options)
  4. Day 21 — Final warning: "Last email unless you confirm"
  5. Day 28+ — No engagement? Remove immediately.

⚠️ Account for Apple Mail Privacy Protection — define "inactive" as no opens AND no clicks.

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