Sunset flow
Sunset flow (sunset policy)
Email Marketing
A sunset flow is an automated last attempt to re-engage inactive subscribers before removing them from marketing.
What is Sunset flow?
A sunset flow targets people with no opens or clicks for a set period, often 90 to 180 days. It sends one or two "do you still want these?" emails, sometimes with an offer, and suppresses anyone who doesn't respond.
It's not the same as win-back. A win-back aims at lapsed buyers; a sunset aims at inactive readers, and its main job is protecting deliverability.
Use clicks, not just opens, because Apple Mail Privacy Protection can register opens nobody made.
Example
After 150 days with no clicks, a subscriber gets "Should we stop emailing you?" with a button to stay. No click in seven days means they're suppressed from marketing.
Why Sunset flow Matters
It removes dead weight with a clear conscience: everyone got a chance to stay.
Sunset flow FAQ
How long should someone be inactive before sunsetting?
Often 90 to 180 days, longer if you send rarely or sell items people buy once a year.
Should I delete sunset contacts?
Suppress them instead, so they can rejoin through a form and won't be re-imported by mistake.
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