Email list hygiene is the routine of keeping a list accurate and safe to send to. Clean lists keep bounces and complaints low, which protects your sending domains.
What it involves
- Verifying addresses right before each campaign.
- Removing hard bounces after the first bounce, everywhere.
- Removing duplicates, so nobody gets the same email twice from different mailboxes.
- Honouring opt-outs with a suppression list checked by every campaign.
- Removing risky addresses: disposable, role-based and, usually, catch-all.
- Tidying data: trimmed spaces, consistent name casing and company names that read naturally.
How often
Before every campaign. Lists decay every month, so a list verified in spring isn't clean in autumn.
Remove duplicates and tidy names with the free email list cleaner, then check addresses with the email validator.