Programs & flows
Sunset flow
Also known as: sunset sequence · last-chance sequence
A final sequence of 2-3 emails sent to subscribers who haven't engaged for 9-12 months — gives them a final chance to re-engage before being suppressed from the active list. Protects sender reputation from dead weight.
A sunset flow is the last-chance program before a subscriber is moved to permanent suppression. Typical trigger: no engagement (open, click, or on-site action) for 9-12 months, depending on category. Sequence is usually 2-3 emails over 14-28 days, explicit about the situation ("we haven't seen you in a year — want to stay subscribed?") with a clear re-opt-in or change-preference option. Subscribers who engage move back to active. Subscribers who don't engage get suppressed — not deleted, suppressed, so you retain the history. Sunset flows are essential for reputation health: dormant subscribers don't open, open-rate signals collapse for segments including them, and sends to fully-dead addresses produce spam-trap hits and complaints. The operator discipline is to actually execute the suppression at sequence end; most teams soften-pedal the sunset and keep mailing dead users out of optimism.
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