Why Your Email List Needs a Sunset Policy

The Email Marketing Podcast with Fexingo: Newsletters, Open Rates, and Subscriber Growth · May 30, 2026 · 8m · transcript

Episode 20 of The Email Marketing Podcast tackles one of the most overlooked list hygiene strategies: sunsetting inactive subscribers. Lucas and Luna break down why keeping dormant email addresses drags down open rates, hurts sender reputation, and distorts campaign analytics. They walk through a real-world example from a mid-size e-commerce brand that ran a 90-day re-engagement campaign and then cut 18% of its list, leading to a 12% lift in click-to-open rate within two months. The hosts discuss specific triggers for sunsetting (engagement thresholds, recency of last open, purchase recency)…