The Ultimate Guide to Sunset Flows: Key Metrics and Best Practices
Ever noticed how some subscribers just seem to fade away, like the last rays of the sun on a nice evening? Losing your customers’ interest is all part of the game in e-commerce and it happens to the best of us. But there are some things you can do to prevent subscribers from dragging down your metrics when they seem to totally disappear off the face of the planet.
If you thought the goal was to have as many subscribers in your list as possible, think again. The harsh truth is, constant engagement with unengaged accounts is seen as spam and harms the deliverability on your account. Your real goal? Interacting with subscribers who actually care what you have to say. But how do you weed out the engagers from the ghosts?
Enter the sunset flow.
Studies show that a well-implemented sunset flow can see open rates as high as 52% and click-through rates above 5% across campaigns.
So what exactly is a sunset flow, and how do you use it to your best advantage?
Why are sunset flows important?
The idea of drawing back lapsed customers and peaking their interest in your content once again is a nice one, but it’s not entirely realistic. The main benefit of a sunset flow isn’t to reignite your relationship with your subscribers, although this can be a side effect, rather, it’s to identify and phase out inactive subscribers for the sake of your email list health. Afterall, a healthy list is an engaged one and it's the key to increasing your metrics across the board
How do sunset flows work?
The trigger for a sunset flow is slightly different to a winback flow in that it is purely based on engagement, rather than purchase history. In Klaviyo, a subscriber will enter this flow when they haven’t opened an email from you for a set amount of time. In other words, we want to know if the customer even exists.
The first email you send in this flow might try to entice the reader with an offer, new arrivals, or simply by checking in and seeing how they are. This is a great time to get personal and get those previously interested customers back in the fold again.
Usually, all the subscriber will have to do here is engage with your first email to not be suppressed, whether that’s opening it or clicking through. However, there’s no point talking to a brick wall longer than you need to. If the subscriber doesn’t react to your first email, the second one should require that they take explicit action in order to stay subscribed, usually by following a “keep me subscribed” link to re-enter them into your engaged segment.
Even if they open this email, scroll, and click elsewhere, it’s best to accept that they probably don’t want to receive your content anymore if they haven’t actively told you they do. Therefore, you should go ahead and remove them from your list.
Goodbyes are hard, but they’re for the best when such interactions (or lack thereof) can seriously damage your metrics.
Sunset Flows: The Metrics
It’s time to talk numbers. There are a few key metrics that a well-implemented sunset flow can enhance.
Open Rates
It’s simple: send emails to people who are actually interested in them and they’ll be more likely to get opened. Filtering out those subscribers who aren’t engaging means the ones left behind are the ones who want to read your content. According to Klaviyo, businesses that use sunset flows can see open rates soar to over 50%.
Click-Through Rates (CTR)
Likewise, with a more engaged subscriber base, your click-through rates should improve too. Those who are more likely to open your emails are also more likely to click through to your content or offers.
Conversion Rates
When you regularly clean your list, you can actively focus on your engaged subscribers and their preferences. With targeted content, these subscribers will be more likely to take action on your CTAs.
Deliverability
Are you ever worried that your emails are just landing in spam folders? A sunset flow that cleans your list can help tell ISPs that your content is relevant and wanted, improving the chances of your emails reaching the right inbox.
Unsubscribe Rates
Proactively avoiding your disengaged subscribers will lead to fewer unsubscribes and a more positive sender reputation. This, in turn, can enhance your relationship with your customers and their trust in you.
Best Practices for Your Sunset Flow
Sunset flows are the gentle nudge we all need to re-engage or let go. But how do you make sure yours is effective? Here are some best practices to keep in mind:
Limit the number of emails
When setting up your sunset flow, aim for 2-3 emails. Sending fewer than three might not catch the subscriber's attention, but more can feel spammy and harm deliverability even more. Space them out 3-7 days apart to give recipients time to respond without feeling overwhelmed.
2. Keep it simple and personal
At least one of your emails should be text-based with no more than one link. This makes the message feel more personal and less like a sales pitch. Send it from a recognisable name, like the company’s founder or CEO, to add a touch of authenticity.
Image source: Haven
3. Offer clear incentives
In a last attempt to win back some subscribers, offer them something they won’t want to refuse (then you’ll know if they’re listening). A generous discount, like 20%-30%, can be much more enticing than a modest 10%. The goal is to make them see the value in sticking around.
Image source: Really Good Emails
4. Add emotion
Let your subscribers know they’re missed. Simple phrases like “We miss you” or “We hope to see you back” can add a personal touch. Incorporate a bit of FOMO by letting them know their subscription will end if they don’t take action. Remember, urgency can prompt engagement.
5. Encourage preference updates
Subscribers don’t always want to receive all types of emails. Give them the option to update their preferences manually rather than leaving altogether. This way, they can choose what content they want to receive to reduce unsubscribes and help deliverability.
Image source: Really Good Emails
6. Make unsubscribing easy
The goal isn’t just to keep subscribers Make it easy for them to unsubscribe if they wish to. This complies with regulations and ensures your list remains healthy. Pair this with a “Keep me subscribed” option to give them a clear choice. These CTAs promote engagement.
7. Automate and filter
Ensure your flow automatically filters out anyone who re-engages with your emails. Once a subscriber clicks or opens an email, they should be moved back to your engaged segment.
Final Thoughts:
And there you have it—everything you need to know about crafting an effective sunset flow to skyrocket your deliverability. No more clinging onto fizzled connections, now you can let those lapsed subscribers stroll off into the horizon with no hard feelings (and a much healthier list).
Just remember to keep things personal, add a touch of emotion and play on urgency.
If you need any help setting up your sunset flow or have any questions, feel free to reach out and book a call - we’d be happy to help!