A sunset flow is an email campaign that's sent to subscribers who are no longer engaging with your content in a last attempt to win them back. It will show you who qualifies as inactive and help you keep your email list clean.
Below, we’ll explain when to sunset your users, steps to take prior to removing them, and how to segment your audience for the best chance at reengagement.
There are a few ways to segment your subscribers. We suggest segmenting by engagement levels, such as users who haven’t opened or clicked an email in the last 30 days.
Depending on your business, you may also segment by purchase history (e.g. users who haven’t made a purchase in the last year), or location (e.g. users who don’t live in your available markets).
In this example, we are sunsetting all users who haven’t engaged with our emails in the last 30 days. We’re defining engagement as having opened or clicked a marketing email.
The flow consists of 2-4 emails, with each email sent 3 days apart.
Once your campaign is complete, it’s time to sunset your inactive readers. Proceed with removing anyone who hasn’t opened or clicked an email in this series from your marketing list. If the user is subscribed to other lists (e.g. Product updates), they should remain on those lists.
Removing inactive subscribers keeps your list healthy and deliverability high. It also lets you focus on subscribers who are interested in hearing from you, and improve engagement and conversions from that cohort.