Don’t Delete Inactive Subscribers Too Soon—Build a Smarter Sunset Policy
For newsletters sent twice a week, a 30-day non-opener is usually a signal to investigate—not an automatic unsubscribe.
Jul 24, 2026
3 articles on list hygiene.
For newsletters sent twice a week, a 30-day non-opener is usually a signal to investigate—not an automatic unsubscribe.
For established senders, list quality and recipient response matter far more than randomly trickling a campaign out over a short window—but pacing has a role when reputation or infrastructure is new.
After an eight-month sending pause, the smart recovery plan is not a blunt purge or a full-list blast, but a staged restart that protects deliverability while giving genuinely interested subscribers one clear path back.