Why Your Email List Needs a Sunset Policy

Most email marketers treat their list like a garden they just keep watering. But every list has dead growth — subscribers who haven't opened in 6, 12, or 18 months. In this episode, Lucas and Luna dive into why a 'sunset policy' is one of the most underused tools in email marketing. They break down how brands like Casper and Everlane have used sunsetting to improve deliverability and engagement by over 30 percent. Lucas shares the specific thresholds — 6 months of zero opens is the sweet spot — and what to do when you hit them: a re-engagement sequence, then removal. They also talk about the scary part: the short-term pain of losing list size, and why it's worth it for long-term sender reputation. If you've ever felt like your email list is full of ghosts, this episode is your cleanup guide. #EmailMarketing #SunsetPolicy #ListCleaning #Deliverability #EmailEngagement #SubscriberChurn #EmailMetrics #ReEngagementSequence #Casper #Everlane #SenderReputation #EmailListHealth #OpenRate #ClickRate #EmailStrategy #Marketing #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo