Email list hygiene is the process of removing inactive or unengaged email addresses from your list and ensuring all other email addresses are accurate and valid. This is a best practice that every brand should implement regularly. Keeping your email list clean and up to date not only improves email marketing performance, but it also ensures that all of your messages are being delivered to a targeted audience who is interested in receiving them.

Email List Hygiene: Keeping Your Email Database Clean

Emails that are sent to invalid or inactive email addresses can damage your deliverability and cause your emails to land in spam folders. This can affect your overall reputation as a sender, making it harder to reach your audience in the future.

The average mailing list depreciates by about 22% a year, as people change their mailbox service providers, switch jobs or abandon old accounts. By using segmentation based on customer behavior, you can remove inactive or cold email addresses and keep your list healthy.

When you’re removing inactive email addresses, it’s important to have a strategy in place to try and win them back. Re-engagement campaigns are a great way to target your old subscribers and remind them why they signed up in the first place.

Keeping your email list clean and up to dates not only improves your deliverability, but it also increases engagement and conversion rates. By ensuring that all of your messages are being delivered to your targeted audience who is interested in receiving them, you will see an increase in your ROI.