Latest / The Email Marketing Podcast with Fexingo: Newsletters, Open Rates, and Subscriber Growth
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…
The skinny
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