In today's messaging environment, the deliverability of your emails depends on your sender reputation. Implementing a shutdown policy and cleaning your database of cold records is one of the most powerful ways to improve your reputation and the ROI of your email programs. It's hard to go wrong with a good sunset (politics)In the world of email, there is no silver bullet to establishing a good sending reputation. Your sending reputation is built over time by following all the best practices, from good data acquisition and management processes, to ensuring proper technical setup and authentication, to establishing an email cadence that makes sense to your target audience.
Yet whenever I ask the question "How many here are terminating their unengaged leads?" during a webinar, the employee data response is still surprisingly low – with only around 30% of marketers in attendance implementing some sort of sunsetting policy. In today's email environment, dominated by big players like Gmail who determine a marketer's sending reputation in part based on end-user engagement with their inbox (open , click, read) with mail from this sender, implementing a deletion policy is as close as you are. can come up with a silver bullet. On the other hand, continuing to send emails to a disengaged prospect is a surefire way to end up with a bad reputation and put your content in the spam folder.
How to develop a good sunsetting policy? The first step is to figure out what disengagement looks like for you. The easiest way to do this is to use a static time frame. That is, remove anyone who has not interacted (opened or clicked) with any of your emails in x period of time. Most shutdown policies typically fall into one of three categories depending on your use case. Aggressive sunsetting policies Delete all prospects who have not dealt with your mail in the last 3 months.