🧼 Sunset Flows: Clean Lists Without Losing Sales

Hey, it’s Ray.

Let’s talk about something most brands avoid until deliverability hits the fan: sunsetting cold subscribers.

Yeah, I get it. Hitting delete on thousands of email addresses feels like pouring sales down the drain.

But here’s the truth: Your list isn’t an asset unless it’s active.

And inactive subscribers? 

They’re silently tanking your open rates, spiking spam complaints, and dragging your revenue-per-send through the mud.

Why You Can’t Afford to Skip Sunset Flows

Every email you send to someone who never opens does more harm than good.

Here’s what cold contacts really cost you:

✅ Lower sender reputation = worse inbox placement
✅ Increased unsubscribe rates
✅ Higher ESP costs with bloated lists
✅ Skewed A/B test results from unengaged segments

But here’s the twist: sunsetting doesn’t mean sacrificing sales.

If you do it right, you’ll retain high-potential sleepers and reclaim inbox dominance.

What Is a Sunset Flow (and Why You Need One)?

A sunset flow is a short automation designed to:

1. Give cold subscribers one last chance to re-engage

2. Identify those worth keeping

3. Gracefully remove those who don’t respond
   

You’ll end up with a cleaner list, a stronger sender score, and higher revenue per email sent.

But only if you don’t make these 3 mistakes:

A 3-Email Sunset Flow That Sells

Here’s a simple structure that keeps the door open and the conversions rolling:

Email 1: Reminder + Recent Wins
"Still with us?" Share value highlights: new products, popular blogs, recent drops. 

Add a CTA to stay subscribed.

Email 2: Personal Ask + Preference Update

• Ask what they want more (or less) of. 

• Use Klaviyo’s preference center. 

• Offer a mini-incentive to click.

Email 3: Last Call + VIP Lane
This is your final notice. 

Let them opt in to a “VIP list” (low frequency, early access). 

If no response after 3–5 days? 

Suppress it. Exclude past buyers within 90 days; they might still be warming up to your brand.

How to Make Sunsetting Feel Like VIP Treatment

The best sunset flows don’t sound like breakups. They sound like invitations.

Frame it like this:

“You’re in control of what you hear from us.”
“We’d rather be helpful than spammy.”
“Want early drops only? We’ve got you.”

And here’s the kicker: these flows often convert better than campaigns.

Why? Because urgency + personalization = magic.

Quick Wins to Launch Your Sunset Flow Today

Ready to clean house without losing customers?

Here’s your checklist:

☑ Segment users with no open/click in 90-120 days
☑ Build a 3-step sunset flow in Klaviyo
☑ Exclude recent purchasers + high AOV contacts
☑ Use plain-text formats for Email 2 to boost deliverability
☑ Track re-engagement with UTM tags and flows-based conversion metrics

Clean List, Clear Revenue Path

Sunsetting isn’t the end. It’s the beginning of better inbox performance, lower costs, and more engaged customers.

P.S. If your list hygiene is overdue for a spring cleaning, I’ll help you design a high-performing sunset sequence that boosts revenue instead of cutting it. Just hit reply and let’s chat.

Talk soon,
Raymond Chen
Founder & CEO, 11 Agency

More Ways to Level Up Your Email Game

If this sounds like a lot to manage, don’t worry, I’ve got you covered.

There’s a lot that goes into building a high-converting email strategy. 

If you’re serious about optimizing your email marketing, let’s talk. 

Here’s what we can do:

✅ Done-for-You Email Strategy: If you’re ready to scale but don’t have the time, we’ll build out a full email system that maximizes your revenue. You can book a call with me here. 

✅ Or, if you just want to grab a free resource, get a FREE 10-page KPI audit and a 128-point health scorecard to optimize your email marketing. Get it here!

Extra Tips to Boost Your Email Strategy

If you’re up for boosting your email game, I’ve got a few more gems for you:

📺 Check Out My YouTube Tutorial
Want to create a high-converting pop-up form that actually drives results?

In my newest YouTube video, I walk you through the process of designing popups in 2025 that boost email deliverability, grow your list, and drive more conversions. Using tools like Klaviyo and platforms like Shopify, I’ll show you exactly how to optimize your forms for success. 👉 Watch it here: 

📝 Win Back Shoppers with These 10 High-Impact Abandoned Cart Subject Lines
A lot of brands lose potential sales due to ineffective subject lines that don’t grab attention.

We've compiled a list of 10 powerful subject lines that will help you win back those shoppers and boost conversions. Want to see the subject lines that work? 👉 Check out the full list here: 10 High-Impact Abandoned Cart Subject Lines to Win Back Shoppers

💡 Let’s Connect on LinkedIn
I share daily email marketing tips, behind-the-scenes insights, and strategies that actually work. If you’re looking for extra value beyond this newsletter, let’s connect!👉  Follow me here.