Sunsetting Policy

Creating a Sunsetting Policy

Continually emailing unengaged or inactive Contacts can damage your sending reputation and affect your overall deliverability stats. If a Contact is ignoring your brand, it is time to say goodbye and move on to focus on those customers who are currently interested in your offers and content.

This does not mean you should delete unengaged Contacts entirely, you may have a previous relationship with them or may in the future decide to reengage with your brand. Net-Results has made it simple to set up a Sunsetting policy for unengaged Contacts which removes them from your emailing lists but keeps their current data in the platform.;

Define Your Unengaged Contacts

The first step is to define your unengaged Contacts. We recommend checking these data points:

• Email Opens – if a Contact has not opened your emails it is a good sign that they are no longer interested

• Timeframe – you will want to determine the timeframe for these actions, the time that one of these two actions was last taken. (more on this below)

Create a Segment

To find unengaged Contacts in your instance you will use a Segment. Create a new Segment and add the following conditions:

; Did Receive during any Campaign

; AND

; Did not Open during any Campaign

Additionally, check the box in the upper right-hand corner “Hide Anonymous Contacts”. This will tell the query to ignore anyone without an email address since they are not relevant to our search.

Add Contacts to a List

Now that your segment is created, you will want to decide on your timeframe. This will be unique to your sales cycle and the amount of emails you send to Contacts regularly. If you are unsure, a good place to start is 4 – 6 months. In other words, you will sunset any Contact who has received emails but have not opened them in the last 4 months. Then follow these steps:

• Click “Save & Add to List”

• In the pop-up window, next to Lists & Subscriptions, click “Create New” & make an Unengaged Contacts List

• Set your date range back 4 – 6 months (or your desired timeframe)

• Click “Save & Apply”