Definition
A sunset flow gradually steps profiles that haven't engaged over a longer period down and eventually out of active sending, to protect your sender reputation.
Also called: Sunset flow, Suppression flow, List hygiene flowLower engagement should change the send strategy.
Inactivity
Define low engagement using relevant signals such as clicks and purchases.
Re-engagement
Consider a re-engagement message or a lower sending frequency.
Suppression
Profiles without relevant response can be excluded from ongoing marketing.
01Define low engagement using relevant signals such as clicks and purchases.
Emailing fewer to reach more
It feels wrong to stop emailing people on your own list. But inbox providers measure engagement: if you send to lots of people who never open, they read it as a signal that your emails are unwanted, and start routing them to spam, even for your active customers. The sunset flow protects against exactly that.
The flow gives the unengaged one last chance to show interest, then removes those who don't respond from active sending. The result is a smaller but far healthier list, and better deliverability to the customers who actually read.
Frequently asked questions
Why should I remove people from my own list?
Because inbox providers penalize low engagement. If you send to lots of people who never open, more of your emails land in spam, even for the active ones. Sunsetting the dead contacts protects deliverability to those who read.
When should a profile be sunset?
Typically after a longer stretch with no opens, clicks or purchases, often 90–120 days, depending on your send frequency and repurchase interval. Give them one last chance to respond before removing them.
From insight to action
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Emails built around customer needs
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About the author
Nicklas Segatz Mortensen
Growth hacker and fractional CMO with 10+ years' experience and hundreds of millions in managed ad spend behind him. Background from larger Danish and international scale-ups, and from the agency world.
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