steven lunniss
Today’s guest post comes from Steven Lunniss, Deliverability Lead for Cordial. Steven is a seasoned email marketing expert with over 15 years of experience – including six years working with top email service providers as well as nine years client-side.The goal of sunsetting is to focus your resources on engaged subscribers and maintain a healthy email list. As part of a “subscriber lifecycle strategy” methodology, it helps to boost deliverability success (and inbox placement) by boosting your engagement metrics. You’re boosting those engagement metrics by suppressing subscribers who aren’t engaging.It’s important to strike a balance between re-engagement efforts and the need to remove those unresponsive subscribers – you want to maximize engagement but not at the cost of throwing away live subscribers.How to properly sunset your inactive subscribers:Define Inactivity Criteria: Determine what qualifies as “inactivity” for your specific business. It could be a certain period of time (e.g., six months)