Definition
Sunsetting re-engages dormant contacts with a final sequence, then stops mailing those who stay silent. Unengaged addresses damage deliverability with every send - providers read opens as the vote that counts.
Why it matters
Counterintuitively, deleting subscribers raises revenue: healthier reputation lands more mail in front of the people still listening.
Benchmarks
Sunset after 90-180 days of zero engagement
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