Create a sunset flow
1. Open your email platform and navigate to your automation tab.
Create a new flow or automation and, if applicable, select the pre-built sunset flow. It may be called a re-engagement flow on some platforms. Most platforms that offer automation have pre-built the major flows like the sunset flow. Refer to your specific platform’s guide on automation.
2. Open your flow trigger options and set the trigger as: has not opened any email in the last 6 months.
You do not have to use 6 months; change the time period to be 1 year, 2 months, or whatever works best for your particular business. 6 months is a good starting point. Adjust this time period if you find you are getting too many or too few users entering the flow. If you have selected a pre-built flow, the trigger will likely already be set up for you, and you can adjust the time period by clicking on the trigger settings or criteria.
3. Insert your email template block after the trigger block, and create a compelling subject line.
Use some form of personalization by inserting a dynamic tag like [Firstname]. If you intend to use a discount offer like 20% off your next purchase, mention this in your subject line. Examples of good sunset flow subject lines: [FIRSTNAME] We’ve Missed You! Here’s 15% OFF EVERYTHING. [FIRSTNAME] It’s Been a While! We’ve missed You! [FIRSTNAME] We Want You Back! 20% Off. Because We Miss You [FIRSTNAME] We Still Miss You. (And You Still Have 20% OFF!) We Want You Back [FIRSTNAME]! Is this goodbye [FIRSTNAME]?
4. Open your email's body and create a headline that will entice your reader to engage with you.
For example: Let’s get back together! 20% off your next buy Where have you been [FIRSTNAME]? Come back today and get 20% off Do you still want to hear from us? Did we do something wrong? We want you back! Here’s what you’ve been missing since you’ve been gone If you add an image with a headline, make sure you repeat any important information as text in the body of the email in case the image does not load. It is often a good idea to offer a discount to get them back on the site.
5. Add your offer, or reasons why your user should return to your website, under your headline or image.
You are looking to provide a reason for them to check out your website again. Simply saying We miss you come back, with a link to products or services, will probably not yield good results. Offering a discount or outlining new and exciting features, offers, or content, gives the user a reason to revisit. For example, your copy could be: Get 20% off your next order! Why not use your discount on these brand-spanking-new products we’ve just released. Or, Since you’ve been gone we’ve made some huge improvements like…. Why not check them out and while you’re at it, have 20% off your next purchase! If you have a new product line or new popular products, add a section underneath promoting these products.
6. Insert a visible button at the end of your copy with a compelling call to action.
For example, COME BACK TO US AND GET 20% OFF. If you are using a discount offer of some kind, make sure you add a time pressure like 20% off for the next 7 days.
7. Save the email and go back to your flow, then insert a time delay block of no more than 7 days from when the first email was sent.
8. Insert a second email after the time delay block, and give it a compelling subject line that informs the user this is their last chance.
Inform them that if they do not engage after this email, they will be removed from future marketing campaigns. Examples of good last chance subject lines: Last chance before we say goodbye forever Your discount ends at midnight tonight We won’t bother you anymore Would you like to stop hearing from us? Is it time to say goodbye?
9. Open your email body and create a headline or image that lets your user know if they do not take action, like click or reply, they will be removed from your marketing lists.
If you offered a discount, make sure you mention that the discount ends today.