## Sunset unengaged recipients
1. Build a segment of contacts with no opens or clicks in the last 6 months. Gmail and Microsoft expect you to mail engaged users; a dead segment drags your reputation down for everyone else.
2. Exclude recent bounces, complaints, and suppressed addresses from the re-engagement send. Those addresses must never be mailed again regardless of engagement.
3. Send one re-engagement broadcast to the segment with a clear value proposition and a plain unsubscribe link. One mail, not a drip; this is a final check, not a campaign.
4. Give it a week. Anyone who opens or clicks stays; that engagement resets their clock.
5. Remove the non-responders from marketing segments. Do not delete the contacts if you need the history; removing them from segments is enough to stop the sends. Docs: https://resend.com/docs/knowledge-base/audience-hygiene
6. Keep transactional mail flowing to removed addresses where you have a relationship basis for it; sunsetting applies to marketing sends, not receipts and security alerts.
7. Repeat quarterly. Sunset is maintenance, not a one-time cleanup, and the segment definition should stay saved so the next run is one click.