Getir Sent One Email to 'Inactive' Contacts—27% More Orders

Why It Matters

Re‑activating supposedly inactive contacts can immediately lift sales and protect valuable customer data, making list hygiene a revenue‑generating strategy rather than a cost‑cutting exercise.

Key Takeaways

• Sunsetting inactive contacts can unlock hidden revenue potential.
• Getir’s re‑engagement email drove 27% more orders than usual.
• Extending inactivity window to two years prevents premature lead deletion.
• A single reminder email nearly doubled conversion rates among dormant users.
• Check your email platform’s sun‑setting settings before cleaning lists.

Summary

The video highlights a common oversight in email marketing—automatic sun‑setting of contacts who haven’t engaged within a set period, often leading firms to delete potentially valuable leads.

Getir, a grocery‑delivery platform, tested a re‑engagement email sent to contacts dormant up to a year. The message, which reminded recipients of the service and showcased benefits, generated 27% more orders than the brand’s standard campaign and almost doubled the conversion rate despite a smaller, colder audience.

The presenter notes that those “sunsetted” contacts were never truly lost; they simply needed a timely reminder. By extending the inactivity window to 12‑24 months and sending a single re‑engagement email before deletion, companies can recover a sizable portion of dormant revenue.

For marketers, the lesson is clear: audit your platform’s inactivity settings, align them with your purchase cycle, and always test a re‑engagement flow before purging lists. Doing so can boost order volume, improve list health, and reduce wasted acquisition spend.

Original Description

You're probably deleting your best leads every 30-90 days. One setting is doing it automatically.

It's called sunsetting. Contacts who haven't engaged get automatically removed from your list. Most teams don't even know it's happening.

Real example: Getir, a grocery delivery app, sent one email to contacts who hadn't bought in up to a year. People their platform had written off as inactive.

The email stopped them mid-scroll, reminded them what they were missing, showed them what life looked like as a customer.

Result? 27% more orders than regular campaigns. Nearly doubled conversion rate. With a colder, smaller audience.

Those "inactive" contacts weren't gone. They just needed the right reason to come back.

THE FIX: Check your inactivity window. If it's under 12 months, change it to 2 years (or whatever fits your buying cycle). Before deleting anyone, send ONE email reminding them why they signed up.

You'll be surprised how many re-engage.

Stop deleting revenue.

#EmailMarketing #LeadGeneration #MarketingAutomation #EmailStrategy #CustomerRetention #MarketingTips