Question: Why is it important to have an email marketing sunset policy for graymail?
- Unengaged contacts can lead to higher negative metrics, which impacts your deliverability.
- Engaged contacts provide a wealth of behavioral data, which must be integrated into the CRM.
- Unengaged contacts require more emails to nurture them back, so the use of colorful personalization is key.
- Engaged contacts allow for more colorful experiments with copy and design, which are integral to sunset policies.
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