How to Explain Email Sunsetting to Your Boss

Email marketing is a powerful tool for businesses. However, email programs require regular upkeep, particularly when it comes to managing unengaged subscribers.  

It might seem counterintuitive to remove email addresses from your list, especially when each contact is viewed as a potential revenue source.  

But consider the larger impact on your bottom line if you damage your sender reputation and deliverability.  

This is where email sunsetting becomes critical.  

What is email sunsetting? (Hint: It’s not just “deleting leads”) 

Email sunsetting is the process of systematically removing email addresses that haven’t engaged with your email communications over a specified period—typically 9-12 months.  

Don’t think of this process as just “deleting” email addresses—email sunsetting is a strategic approach to ensure you maintain a healthy sender reputation and reach subscribers that are interested in what you have to say.  

What are the risks of holding onto unengaged subscribers? 

In short, poor deliverability. Mailbox providers (MBPs) closely monitor user engagement. High levels of inactivity can prompt them to route your emails to spam folders, even for those subscribers that are actively engaging with your program. Low engagement signals—like deleting without reading or taking no action at all (just letting the message sit in the inbox)—indicate to MBPs that your emails may be unwanted, which can negatively impact your entire list.  

Outdated lists also lead to increased exposure to spam traps, which are abandoned email addresses that have been reclaimed by MBPs or spam fighters to find spam-like activity.  

There are three main types of spam traps: typo, recycled, and pristine. You can read more about the different kinds of spam traps here. 

When it comes to sunsetting, the key thing to know about spam traps is that they almost never open emails. They won’t click your CTAs or spend money with your brand—and worse, accidentally sending to them can get you listed on blocklists like Spamhaus. If that happens, your ability to send emails could be completely terminated.  

A rise in spam complaints, which can occur subscribers mark your email as spam or move it to the spam folder, is another risk when retaining unengaged subscribers. While Gmail and Yahoo’s updated bulk sender requirements make it mandatory for senders to offer a one-click unsubscribe option, people can still get frustrated with frequent emails from a brand they haven’t engaged with in a while.  

How to build a case for sunsetting. 

Consider creating a value cliff type of document examining subscribers’ engagement in various ‘buckets’. Then work to understand the volume sent, the conversions, complaints, and the unsubscribe rates. Here’s an example (not actual data, plug in your own!): 

This will help you analyze potential revenue and clearly show that highly engaged subscribers contribute more to your bottom line, while unengaged contacts pose risks to deliverability and sender reputation. You can also track open rates (I know, I know)—they’re still useful for spotting trends. If you see single-digit open rates, it’s a good sign that emails to that segment are landing in spam. And once that starts, it snowballs, gaining momentum as it careens towards certain doom.  

Where do we begin? 

To implement a smart strategy, consider testing your send frequency among the buckets above. Highly engaged subscribers can typically handle more frequent emails, while less engaged ones may prefer to hear from you only occasionally. This is where preference centers shine—giving subscribers control over how often they receive emails can improve engagement and reduce complaints. 

When engagement drops off, have a plan in place for an automated re-engagement campaign. Try to win back the subscriber with a rich offer or showcase what the subscriber has been missing out on. All other sends should pause when a subscriber enters this flow. 

Gradually remove those unengaged subscribers. MBPs don’t love seeing big swings in volume, especially a big increase, but even a sharp drop off might sound some alarms.  

Most importantly, how should you present this idea to your boss? 

1. Frame this strategy as revenue protection. Emphasize that sunsetting safeguards revenue by ensuring emails reach those most likely to engage and convert.  

1. Present data on inactive contacts. Use segmented data to show that inactive contacts offer minimal revenue potential and may actually harm overall performance.  

1. Highlight the risks of unwanted emails. Explain that sending emails to unengaged recipients can increase spam folder placement for your entire list, which would affect all communications. Encourage them to think about their own habits in their inboxes.  

1. Emphasize reputation building. Position email sunsetting as a proactive measure to enhance sender reputation which leads to better deliverability and engagement rates.  

Implementing an email sunsetting strategy is a concrete step toward maintaining a healthy and engaged subscriber list. By focusing on quality over quantity, you protect your sender reputation, improve deliverability, and ultimately drive better results from your marketing efforts.  

Looking for more insights on keeping your contact list clean? Check out our cheat sheet “15 Ways to Lower Your Email Bounce Rates.”