Getir Sent One Email to 'Inactive' Contacts—27% More Orders

Key Concepts

• Sun-setting: An automated process in email marketing software that removes contacts from a mailing list if they have not engaged with emails for a specific period.
• Inactivity Window: The time threshold (e.g., 30, 60, or 90 days) set by marketers after which a contact is considered "inactive" and potentially deleted.
• Re-engagement Campaign: A strategic email sent to inactive subscribers to remind them of the brand's value and encourage them to return to the platform.
• Buying Cycle: The typical timeframe between a customer's purchases, which should dictate how long a contact is kept on an active list.

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The Hidden Risk of Automated Sun-setting

Many marketing teams are inadvertently losing high-value leads due to default settings in their email marketing software. "Sun-setting" is an automated feature designed to prune lists, but if the inactivity window is set too aggressively (e.g., 30 to 90 days), businesses may be deleting leads that are still viable but simply not ready to purchase at that specific moment.

Case Study: Getter’s Re-engagement Success

The video highlights the grocery delivery app Getter to demonstrate the potential of "inactive" leads.

• The Strategy: Instead of deleting contacts who hadn't purchased in up to a year, Getter sent a single, targeted re-engagement email.
• The Content: The email was designed to "stop them mid-scroll," reminding users of the service's value proposition and illustrating the benefits of being an active customer.
• The Results:
  • The campaign outperformed regular benchmarks by 27% more orders.
  • The conversion rate was nearly doubled compared to standard campaigns.
• Key Insight: These users were not "lost"; they were simply dormant and required a specific trigger to re-engage with the brand.

Strategic Recommendations for List Management

To prevent the loss of valuable leads, the following steps are recommended:

1. Audit Your Inactivity Window: Check your email marketing software settings. If the window is set to less than 12 months, it is likely too short for many business models.
2. Align with Buying Cycles: Adjust your inactivity window to match your specific customer buying cycle. For many businesses, extending this window to 2 years is more appropriate than the standard 30–90 day defaults.
3. Implement a "Last Chance" Protocol: Before any contact is permanently deleted or "sunsetted," send a dedicated re-engagement email. This email should focus on:
   • Reminding the user why they originally signed up.
   • Re-establishing the brand's value.
   • Providing a compelling reason to return.

Conclusion

The primary takeaway is that automated list hygiene can be counterproductive if not calibrated correctly. By extending inactivity windows and prioritizing re-engagement campaigns over automatic deletion, businesses can recover significant revenue from audiences previously written off as inactive. Rather than viewing a lack of engagement as a permanent state, marketers should treat it as a signal that the customer needs a more personalized or timely reminder of the brand's value.