Summary
The widespread consensus among email marketers, experts, and documentation from email platforms supports implementing an email sunset policy for inactive customers of e-commerce stores. The policy is primarily aimed at enhancing email deliverability, sender reputation, and overall list hygiene. Re-engagement campaigns are often recommended as a preliminary step before removing subscribers, utilizing incentives or preference updates. Defining the 'inactive' period should be based on the specific business model, customer purchase cycle, and potential seasonal factors. Consideration should also be given to GDPR compliance, data retention policies, and the potential need for differentiated treatment of re-entering subscribers.
Key findings
- Improved Deliverability: Sunsetting inactive subscribers significantly improves email deliverability rates.
- Enhanced Sender Reputation: A well-defined sunset policy helps maintain and enhance a positive sender reputation.
- Cost Reduction: Sending emails only to engaged subscribers reduces sending costs and optimizes resource allocation.
- List Hygiene: Regular list maintenance, including sunsetting, is critical for maintaining a clean and healthy email list.
- GDPR Compliance: Removing customer data after a reasonable period of inactivity supports compliance with data protection regulations like GDPR.
Key considerations
- Re-engagement Strategy: Implement a re-engagement strategy as a final attempt to revive inactive subscribers before sunsetting them.
- Inactivity Definition: Clearly define the criteria for 'inactivity' based on the specific business model, customer behavior, and purchase patterns.
- Re-entry Approach: Establish a plan for subscribers who become active again after being sunsetted, potentially requiring a different engagement path.
- Seasonal Business Impact: Factor in seasonal variations and customer purchase cycles when determining inactivity periods.
- Product Type Relevance: Consider the product type and its typical purchase cycle when assessing subscriber activity.
- Data Retention Policies: Ensure that data retention policies align with GDPR and other relevant regulations.
What email marketers say
11 marketer opinions
The consensus is that e-commerce stores *should* implement an email sunset policy for inactive customers, as it demonstrably improves email deliverability, sender reputation, and overall list hygiene. Many experts also suggest attempting re-engagement campaigns before permanently removing subscribers from the list, using incentives or preference updates. Others say that the period a customer should be inactive before being removed should depend on the product sold by the e-commerce store and the general purchase cycle. The cost savings of not mailing to inactive subscribers is also an important factor.
Key opinions
- Improved Deliverability: Sunsetting inactive subscribers enhances deliverability rates.
- Enhanced Sender Reputation: A sunset policy helps maintain a positive sender reputation.
- Cost Reduction: Sending emails to only engaged subscribers reduces sending costs.
- GDPR Compliance: Removing customer data after a certain period aligns with GDPR.
- Damage to Deliverability: Inactive subscribers can increase spam complaints and damage email deliverability rates.
Key considerations
- Re-engagement Strategy: Attempt re-engagement campaigns before permanent removal.
- Inactivity Definition: Define 'inactive' based on your specific business model and customer purchase cycle.
- Re-entry Approach: Plan a strategy for users who become active again after being sunset.
- Seasonal Business: Consider seasonality when evaluating customer activity.
- Product Type: Recency depends on the product; some products have longer purchase cycles.
Marketer view
Email marketer from Quora advises against immediately deleting inactive subscribers. They suggest trying to re-engage them with targeted campaigns. If they remain unresponsive, then sunsetting is a good option for better email health and reduced costs.
6 Jul 2023 - Quora
Marketer view
Marketer from Email Geeks suggests considering a reactivation strategy before sunsetting users and planning a reentry approach if sunsetted users show activity. They also state re-entered users may need fewer touches or customized content, as the current mailing strategy may not resonate with them. Reactivation campaigns can remind them of what they are missing and other benefits.
10 May 2022 - Email Geeks
What the experts say
3 expert opinions
Experts agree that list hygiene and removing unengaged subscribers is essential for email deliverability. Businesses with seasonal models should especially consider customer purchase data in relation to their last activity to determine who to sunset.
Key opinions
- List Hygiene: Removing subscribers who don't want your mail is essential for list hygiene.
- Deliverability Impact: Sending to unengaged users negatively impacts inbox placement and deliverability.
- Purchase Data: Considering purchase data alongside activity helps determine subscriber engagement.
Key considerations
- Seasonal Models: Businesses with seasonal models must carefully evaluate customer activity.
- Removal Threshold: Determine the appropriate inactivity period before removing subscribers.
Expert view
Expert from Email Geeks advises to consider customer purchase data vs. their last activity, especially for businesses with a seasonal model.
8 Nov 2022 - Email Geeks
Expert view
Expert from Spam Resource explains that list hygiene is an important topic. List hygiene consists of best practice, sending mail people want, and removing people who do not want your mail. People who ignore the mail stream for too long should be removed.
1 Mar 2023 - Spam Resource
What the documentation says
3 technical articles
Email marketing platform documentation consistently emphasizes the importance of implementing a sunset policy as part of regular list maintenance. This process involves identifying and managing inactive subscribers to improve deliverability and maintain a healthy email list, protecting sender reputation and ensuring emails reach engaged recipients.
Key findings
- Improved Deliverability: Sunsetting inactive subscribers leads to improved email deliverability.
- Healthy List Maintenance: Regular list maintenance including sunsetting is crucial for a healthy email list.
- Protect Sender Reputation: List hygiene through sunsetting policies protects sender reputation.
Key considerations
- Identification & Handling: Properly identifying and handling unengaged subscribers is key.
- Segmentation: Segment users based on engagement for targeted marketing.
- Re-engagement Options: Consider re-engaging subscribers before permanent removal.
Technical article
Documentation from Klaviyo responds that sunsetting unengaged subscribers helps improve deliverability and ensures that you're only sending emails to people who are likely to open and engage with them. Klaviyo recommends segmenting users based on engagement and using those segments for targeting.
22 Mar 2024 - Klaviyo
Technical article
Documentation from Validity shares that maintaining a clean email list through sunsetting policies is a crucial part of email list hygiene. A proper email list hygiene strategy will improve deliverability and protects sender reputation which will ensure emails reach the intended recipients. They elaborate the benefits of identifying and handling unengaged subscribers.
2 Nov 2021 - Validity
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