What does sunsetting specifically refer to in messaging campaigns?

Sunsetting in messaging campaigns refers to the practice of intentionally removing users from active campaigns, which is a strategic approach to manage audience engagement and message relevancy. This process involves assessing user participation and responsiveness; if certain users have not engaged with a campaign over a specified period, they may be "sunsetted" or removed to improve the overall effectiveness of messaging efforts.

By sunsetting users who no longer engage, marketers can maintain a more active user base, allowing for more targeted and relevant communications to those who are interested. It helps optimize campaign performance and reduces the chances of sending messages to individuals who are unlikely to respond, ultimately fostering a healthier engagement strategy. This practice is essential in ensuring that marketing resources are utilized efficiently and effectively.