Why is it important to have an email marketing sunset policy for graymail?
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Correct answer: Unengaged contacts can lead to higher negative metrics, which impacts your deliverability..
Why this is the answer
A sunset policy sets rules for reducing or stopping sends to contacts who no longer interact with emails. HubSpot identifies this type of inactive subscribed audience as graymail . Continuing to send graymail can weaken engagement patterns that mailbox providers use to evaluate deliverability . Suppressing inactive recipients helps protect sending health and focus campaigns on contacts more likely to engage.
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