Sunset Email Examples: Tips for Saying Goodbye to Your Customers

If you’re looking to improve the engagement of your email marketing campaigns, it’s important to consider using sunset email examples.

A sunset email is a message that you send to inactive subscribers in order to either re-engage them or remove them from your list.

By doing this, you can ensure that your email list is filled with engaged and interested subscribers, which can lead to better open and click-through rates.

There are a few different types of sunset emails that you can send, depending on your goals and the behavior of your subscribers.

For example, you might send a re-engagement email to subscribers who haven’t opened or clicked on your emails in a while, in order to encourage them to start engaging with your content again.

Alternatively, you might send a confirmation email to subscribers who have been inactive for a long time, asking them to confirm that they still want to receive your emails.

When creating your sunset email strategy, it’s important to consider factors like the length of time that a subscriber has been inactive, the frequency of your email sends, and the messaging that you use in your emails.

By taking a thoughtful and strategic approach to your sunset emails, you can ensure that you’re making the most of your email list and engaging your subscribers effectively.

Effective Sunset Email Examples

If you’re looking to improve your email marketing strategy, then sunset emails are a great way to re-engage with inactive subscribers.

Here are some effective sunset email examples that you can use to get started.

What Are Sunset Emails?

Sunset emails are a type of email automation that you can send to customers who have become disengaged with your email marketing.

The goal of a sunset email is to either ask your customer whether they’d still like to receive emails from you or to offer them an incentive to re-engage.

Here are some examples of effective sunset emails:

  • Reminder Email: A reminder email can be sent to customers who have abandoned their cart or haven’t made a purchase in a while.
    • This email can offer a discount code or free shipping to encourage them to complete their purchase.
  • Re-engagement Email: A re-engagement email can be sent to customers who haven’t opened or clicked on your emails in a while.
    • This email can offer a special discount or exclusive content to encourage them to re-engage with your brand.
  • Feedback Email: A feedback email can be sent to customers who have unsubscribed from your email list.
    • This email can ask for feedback on why they unsubscribed and offer a way to resubscribe if they change their mind.

By using these types of sunset emails, you can improve your email engagement rates and keep your email list clean of inactive subscribers.

Key Components of a Sunset Email

When it comes to crafting a sunset email, there are a few key components that you should keep in mind.

These components will help ensure that your email is effective and achieves its intended purpose.

Subject Line

The subject line of your sunset email is crucial, as it’s the first thing that your subscribers will see.

Make sure that it’s clear and concise, and that it accurately reflects the content of your email.

You want to grab your subscribers’ attention and entice them to open your email, so consider using a subject line that’s creative or intriguing.

Email Body

The body of your sunset email should be short and to the point.

You don’t want to bore your subscribers with a long, drawn-out email, so keep it brief and engaging.

Start by thanking your subscribers for their past engagement and loyalty, and then explain that you’ve noticed that they haven’t been active recently.

Be sure to provide a clear explanation of what will happen if they don’t take action, and consider using a sense of urgency to encourage them to act.

Finally, let them know that you’ll be removing them from your list if they don’t respond.

Call to Action

The call to action (CTA) in your sunset email is perhaps the most important component.

Make sure that your CTA is clear and easy to follow, and that it provides a clear path for your subscribers to take.

Consider using a button or a link to make it easy for them to take action.

When crafting your CTA, be sure to use language that’s friendly and approachable.

You want to make it clear that you value your subscribers and that you’re giving them an opportunity to stay on your list.

By following these key components, you can create a sunset email that’s effective and engaging.

Sunset Email Best Practices

When it comes to creating a successful sunset email campaign, there are a few best practices to keep in mind.

In this section, we’ll cover the timing, frequency, and personalization of your sunset emails.


Timing is crucial when it comes to sending sunset emails.

You don’t want to send them too soon, or you risk annoying your subscribers who may still be interested in your brand.

On the other hand, if you wait too long, your inactive subscribers may forget about you altogether.

A good rule of thumb is to wait at least three months before sending your first sunset email.

This gives your subscribers enough time to engage with your content before you assume they’re no longer interested.


When it comes to the frequency of your sunset emails, less is often more.

You don’t want to bombard your inactive subscribers with too many emails, as this can be overwhelming and may even lead to them marking your emails as spam.

Instead, consider sending one or two sunset emails spaced out over a few weeks.

This gives your subscribers enough time to respond to your first email before you send another.


Personalization is key when it comes to creating effective sunset emails.

You want your subscribers to feel like you’re speaking directly to them, rather than sending a generic message to everyone on your list.

One way to personalize your sunset emails is to include the subscriber’s name in the subject line or body of the email.

You can also tailor the content of the email to their interests based on their past behavior on your website or interactions with your brand.

Overall, following these best practices can help you create effective sunset emails that engage your inactive subscribers and help you maintain a clean and engaged email list.

Key Takeaways

Now that you have learned about sunset email examples, here are some key takeaways to keep in mind:

  • Identify inactive users: Before you start sending sunset emails, it is important to identify inactive users.
  • Define inactivity for your business and determine how long a user needs to be disengaged to be called inactive.
  • Collect the data of inactive users from your email analytics data.
  • Implement a sunset policy: A sunset policy is a process of removing inactive subscribers from your email list.
  • It is important to implement a sunset policy to keep your email list clean and maintain a high deliverability rate.
  • Use a sunset flow for inactive email subscribers: Create a segment with a list of customers that have never purchased a product, and another segment for those that purchased over 12 months ago.
  • The key to email success is winning back inactive subscribers.
  • Send a sunset email: A sunset email is simply an email automation you send to customers who you’ve identified as being disengaged with your email marketing.
  • This email will then do either of two things: ask your customer whether they’d still like to receive emails from you, or simply remove them from your email list.
  • Benefits of a sunset policy: A sunset policy can help you maintain re-engaged subscribers, spot disengaged contacts, and improve your email deliverability.
  • By removing inactive subscribers, you can improve your email open rates and click-through rates.

By implementing a sunset policy and sending sunset emails, you can keep your email list clean and improve your email deliverability.

Remember to identify inactive users, use a sunset flow for inactive email subscribers, and enjoy the benefits of a clean email list.

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