Introducing Sunset Policy: improve the deliverability of your email list

Elizabeth Leigh in Autopilot software on 9th of Oct 2018
Sunset Policy

Increase email engagement by removing people from your list who have unsubscribed or disengaged.

We’ve all been there before, questioning why our email engagement has dropped, why click rates are falling and how some emails end up in spam. We know we need to clean up our list, but we just don’t know where to start.

It’s time to get your email marketing strategy back on track with Autopilot’s new sunset policy feature.

What is sunset policy and why is it important?

An email sunset policy allows marketers to stop sending emails to unengaged contacts. By only sending emails to contacts who are engaged, you have a higher chance of boosting your email deliverability rate and your list integrity.

Mailbox providers like Gmail and Outlook deem unopened content as unimportant and may even push that content into the recipient’s spam folder. If a large number of recipients have started to disengage with your content, all your emails may wind up in spam — even for those contacts who are still engaged.

How it works

Traditionally, the process of implementing a sunset policy has been quite time-consuming and tedious. In the past, marketers manually segmented their lists and one-by-one, filtered unengaged recipients. Our sunset policy feature removes that manual process; it automatically separates your customers who open, click and reply to your emails from those who haven’t.

You can also choose when to “sunset” a contact — whether that be a contact who disengaged from your email one month or six months ago. We automatically place these contacts into a separate “Sunset Contacts” mailing list. This list gives you the opportunity to create a new customer journey to try and win them back over or remove them completely.

With the sunset policy you can:

  • Automatically unsubscribe inactive or disengaged contacts
  • Disable or enable the sunset policy at any time
  • Choose when to stop emailing contacts who don’t engage after:
    • 1 month
    • 2 months
    • 3 months
    • 6 months
  • Remove unengaged contacts from all your lists, except for the “Sunset Contacts” list

For more information on how to manage email permission within the sunset policy feature, visit our support page here.

At Autopilot, we’re committed to improving the marketing automation experience. We hope you love the new sunset policy feature as much as we do. We’d love to hear from you, so let us know your thoughts in the comments below.

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