Sunset policy

A sunset policy is the written rule for when a contact stops receiving routine marketing mail after a defined period without engagement. It stops a slowly decaying file from dragging inbox placement down for the people who do still read. Thresholds commonly sit between six and twelve months of no opens or clicks, longer for considered purchases with slow repeat cycles. Sunsetting means suppressed from the regular programme, not deleted, so a reactivation attempt can still reach them.