Re-Engage, Sunset, or Unsubscribe? How to Handle Inactive Subscribers

September 14, 2025

Your list looks healthy on paper, but you know the truth: a chunk of subscribers hasn’t opened an email in months. Now you wonder: should you try to win them back with a re-engagement campaign, put them through a sunset flow, or just remove them entirely?

That’s the email marketer’s tug-of-war. Too quick to delete, and you might lose customers who just needed a nudge. Hang on too long and your open rates sink, your deliverability takes a hit, and your “list size” becomes a vanity metric.

This post breaks down how to make the right call for your brand, when to re-engage, when to ease them out, and when it’s time to cut ties. Along the way, we’ll cover why giving subscribers control over the relationship builds loyalty, how to create a positive unsubscribe experience, and the personalization moves that make them want to stick around in the first place.

Why Letting Go is Healthy for Your Brand

It's hard to swallow, but it's the truth: not everyone is meant to be on your list forever. Most brands are obsessed with growing list size. More subscribers equals more potential sales, right? But that’s only half the story. Here’s what happens when you keep people who don’t want to be there: your open rates tank, your deliverability suffers, and your data gets messy. You think you’re talking to 10,000 people, but really only 3,000 are listening. And then there’s the emotional side: when you cling to disengaged subscribers, it can make you sound desperate. That’s not the vibe we want for your brand. Letting go clears the clutter. It focuses your energy on the people who want to be there. It’s not rejection—it’s refinement.

Giving Subscribers Autonomy

One of the simplest ways to keep subscribers engaged—without forcing them to choose between “stay” or “go”—is to give them an easy way to adjust what they receive. Always include an “update preferences” link in the footer of every campaign, right alongside the required unsubscribe link. This puts the control in their hands at any time, not just when they’re about to leave. A well-designed preferences page should offer only the most useful options, like:

Product category interests so they only hear about what’s most relevant to them.
Message type: all campaigns, or just the most important updates like new arrivals and sales.
Location if you have a local presence, so you can send invites or offers specific to their area.

Use your welcome series as an opportunity to encourage new subscribers to set these preferences right away. That early engagement helps you send more relevant content from the start—and makes it less likely they’ll unsubscribe later. And keep it simple: too many options can be overwhelming. Only ask for the details you’ll actually use to personalize the experience. Make sure the page visually matches your branding so the interaction feels cohesive and intentional. When subscribers can fine-tune their experience easily, they’re more likely to stick around—and feel good about the relationship they have with your brand.

Preparing for an Unsubscribe

Don’t wait until someone clicks “unsubscribe” to have the conversation. A smart email strategy builds in intentional moments to check in with subscribers who are slipping away—long before they’re gone for good. I like to think of this in two stages:

Stage 1: Re-Engagement Check-Ins (The Early Save)

These are for subscribers who’ve gone quiet but aren’t completely inactive yet—maybe 30 to 60 days with no opens or clicks. This stage is about sparking interest again before they drift into full disengagement. You could:

Show them what they’ve missed: “Here’s what’s new since your last visit.”
Invite them to reshape their experience: “Want fewer emails? Only want to hear about new arrivals? Update your preferences here.”
Give them a reason to click. You can try an educational resource, a behind-the-scenes look, or a new product drop.

The goal here isn’t to issue an ultimatum; it’s to make them curious again, re-engage them with something relevant, and ideally prevent them from ever hitting your final-stage flow.

Stage 2: Sunset Flows (The Last Chance)

If they don’t respond to your early save efforts and have been fully inactive for 90–180 days (depending on your send frequency), it’s time for the sunset flow. A sunset flow is an automated sequence with one purpose: either confirm they still want to hear from you or remove them from your list. A typical sunset flow might look like:

Email 1: A polite reminder of who you are, what kind of emails you send, and an invitation to stay—usually with a clear “Keep me on the list” button.
Email 2 (for non-clickers): A short, direct “We’ll be unsubscribing you unless you click here to stay” message.
Email 3: A goodbye note confirming they’ve been removed, with a warm invite to re-subscribe anytime.

Why it works: it protects your deliverability, keeps your list clean, and shows respect for your subscriber’s inbox.

Making the Entire Unsubscribe Experience Positive

Well, sometimes a subscriber is going to choose to unsubscribe—and that’s completely normal. People leave email lists for all kinds of reasons that have nothing to do with you or your brand. What many brands don't consider is even the unsubscribe experience matters, even though they're “breaking up” with you in some way. The way you handle this process shapes the final impression someone has of your brand, and that impression will either make them think fondly of you (and maybe come back) or shut the door for good.

Here’s how to get it right:

Make the Link Easy to Find: Don’t bury your unsubscribe link or disguise it with vague language. Not only does this frustrate subscribers, but it also risks spam complaints—which hurt your deliverability. Place it clearly in your email footer alongside your “update preferences” link so people always have a choice between leaving completely or just tailoring what they receive.
Keep the Process Simple: One click to confirm should be the standard. Endless forms or making someone log in to an account just to unsubscribe will only create frustration. If your email platform allows it, let them confirm instantly and be done.
Use a Branded Goodbye Page: Don’t send them to a generic, out-of-the-box unsubscribe confirmation screen. Instead, create a branded page that matches your website’s look and feel. Include a short, warm message—something like, “We’ll miss you, and you’re always welcome back.” If it fits your tone, you can even make it playful or heartfelt.
Offer Alternate Touchpoints: If they’re done with email, that doesn’t mean they’re done with your brand. Invite them to follow you on social media, sign up for SMS updates, or bookmark your blog. Keep these options low-pressure—frame it as “Stay in touch in the way that works best for you.”
Consider a Quick Preference Option: On that goodbye page, you can include a light-touch option to re-engage before they go. It could be something as simple as “Want to just get our new arrival updates instead?” For some, the issue isn’t you; it’s the volume or type of emails.
Leave the Door Open: Let them know it’s easy to come back anytime, with a visible re-subscribe link. Some people will rejoin when the timing is right if they remember how welcome they felt when they left.

Remember: This is your last interaction in their inbox for now. Make sure it’s one that reinforces your values, respects their choice, and makes them feel good about the time they spent with your brand. A positive unsubscribe experience isn’t just about good manners; it’s a quiet investment in your future relationship with that customer.

Personalization to Keep Them Engaged

The most effective way to prevent unsubscribes isn’t by hiding the link or sending fewer emails; it’s by making every message feel like it was created just for the person receiving it. When your emails are deeply relevant, they’re not considered interruptions; they’re welcomed. That’s where segmentation and personalization come in, and when you do them well, they create a sense of this brand gets me.

Here’s how you can approach it:

Tailor by Product Interests: Use data from purchase history, browsing behavior, or stated preferences to send content that matches what they care about most. If they’ve only ever bought rings, you don’t need to send them every bracelet launch—show them what’s most relevant.
Acknowledge Their Choices: If they’ve filled out your preference form, use that information. If they opt into only “new arrivals” and “sales,” make sure they’re not also getting every single educational piece you send. That’s how you honor their autonomy and keep trust intact.
Use Dynamic Content for Micro-Personalization: This could mean showing different product recommendations based on past purchases, swapping out imagery based on location, or changing the call-to-action depending on their engagement level.

When personalization is done right, the unsubscribe button starts to gather dust. Not because you’ve hidden it, but because your emails consistently feel valuable, timely, and aligned with each subscriber’s interests. They’ll want to stay on the journey because you’ve shown them you’re paying attention and respecting their choices.

Why This Approach Works

When you build an unsubscribe experience around respect, choice, and relevance, you:

Improve deliverability and engagement.
Keep your brand image polished and professional.
Build trust that makes people more likely to come back.
Focus your resources on your true fans.

When a subscriber leaves, it’s not a failure; it’s part of a healthy, respectful relationship. And when you give people the freedom to set the terms of how they interact with your brand, you’re showing confidence, self-awareness, and trust. It’s about saying, “I want to be in your inbox in the way that works for you.”

Letting go actually makes your marketing stronger.

Your Mini Challenge

This week, take a fresh look at how you give subscribers control over their experience.

Can they easily tell you what they want more of and less of?
Are you offering the right balance between letting them personalize and not overwhelming them with choices?
Is your content segmented so they’re getting the most relevant updates for where they are in their journey with you?

Pick one way to improve your subscriber experience—whether that’s adding a visible “update preferences” link to your footer, simplifying your preference page, or personalizing your next campaign for a specific segment. Even a small change can make subscribers feel seen and valued.

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