Sunset policy

What it means

Braze describes sunset policies as limiting ongoing sends to disengaged users, because low engagement can push mail from your IP and domain into spam for every recipient, not only the inactive ones. Providers say the same in their own words: Google suggests considering unsubscribing recipients who do not open or read your messages, Apple asks bulk senders to remove inactive subscribers periodically, and M3AAWG recommends suppressing chronically unengaged or undeliverable recipients to avoid recycled spam traps.

The period depends on how often you send and on the purchase cycle; no provider publishes one. Define inactivity by signals you trust: since Apple Mail Privacy Protection, opens alone are weak evidence.

Suppress sunsetted addresses rather than deleting them, so they are not imported again.