---
title: "What is Sunset flow? | Chargezen"
description: "A sunset flow is an automated last attempt to re-engage inactive subscribers before removing them from marketing."
url: "https://chargezen.com/glossary/sunset-flow"
lang: "en"
---

Canonical URL: https://chargezen.com/glossary/sunset-flow

# 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.

## Explore More Terms

Browse our complete glossary of e-commerce and subscription terms.

[View Full Glossary](https://chargezen.com/glossary)