Imagine distributing fewer emails while also improving the ROI of your email marketing efforts. Creating an Email Subscriber Sunset Policy to manage unengaged subscribers is an essential step in the success of your ongoing email marketing strategy. An Email Subscriber Sunset Policy helps you maintain a healthy and engaged subscriber base while respecting privacy and compliance regulations.
Subscribers who don’t engage with your emails cost you money and hurt your domain’s sender reputation. Email service providers like Google and Microsoft use engagement metrics, like open and click-through rates, to rank the deliverability of your emails to inboxes. The more unengaged subscribers you continue sending to, the more likely it is that engaged users won’t receive your emails either. Let’s take a look at a step-by-step guide to establish a sunset policy for the unengaged subscribers in your contact database.
Step 1: Define Your Unengaged Subscribers
Clearly define what an unengaged email subscriber looks like to you. This could be someone who hasn’t opened or clicked on any of your emails in a specific timeframe, like six months or a year.
Step 2: Schedule the Frequency of Review
Determine how often you’ll review your email list for unengaged subscribers. Quarterly or bi-annual reviews are common but choose a frequency that aligns with your email marketing goals.
Step 3: Develop List Segmentation
Segment your email list to separate engaged and unengaged subscribers. This will allow you to tailor your approach to each group effectively. Once you have segmented your subscribers, develop a communication plan for the unengaged audience. Consider sending a re-engagement campaign to try and reignite their interest in your emails. These campaigns may include special offers, surveys, or compelling content to encourage interaction.
Step 4: Set a Grace Period
Offer a grace period during which you’ll continue sending re-engagement emails. This period allows subscribers who may have been temporarily disengaged to re-engage before removal from your list.
Step 5: Provide an Easy Opt-Out Option
Always provide an easy and visible way for subscribers to opt out or unsubscribe from your emails. Ensure your unsubscribe process is user-friendly and compliant with regulations like the CAN-SPAM Act or GDPR.
Step 6: Have a Transparent Privacy Policy
Ensure your policy aligns with data privacy regulations, especially if you operate in regions with strict privacy laws. Be transparent about how you collect, store, and use subscriber data. Transparency is always our recommended method for building and maintaining trust with your audience.
Step 7: Focus on Email Deliverability
Consider the impact on email deliverability. Removing unengaged subscribers can improve your sender reputation and help your emails reach engaged subscribers’ inboxes more effectively.
Step 8: Final Removal from Your Database
After a grace period, if subscribers remain unengaged and haven’t opted back into your emails, remove them from your list. This step is crucial to maintaining list quality and deliverability.
Repeat this process regularly. Document your sunset policy clearly, including the criteria for defining unengaged subscribers, the frequency of reviews, and the steps involved in the removal process. Make sure your team is aware of and follows this policy. Continue to monitor the effectiveness of your contact sunset policy to analyze the impact on engagement, deliverability, and overall email marketing performance. Adjust the policy as needed based on your business goals and growth marketing strategy.
It is important to remember that although removing unengaged subscribers may result in a smaller email list, it can lead to improved engagement rates and more effective email campaigns. A well-executed sunset policy demonstrates your commitment to delivering valuable content to those who want it while respecting the preferences and privacy of your subscribers. It is also important to inform your subscribers about your review process and the steps you take to maintain a relevant and engaged email list. If you have concerns regarding email marketing regulations and laws, consult with legal counsel or email marketing experts to ensure your policy is compliant.
Contact us to learn more about diversifying your digital marketing strategy and improving engagement.