Email List Hygiene
The practice of regularly cleaning and maintaining your email list to remove invalid, outdated, or risky addresses.
Email list hygiene is essential for maintaining sender reputation. Email addresses decay at 2-3% per month as people change jobs, companies close, and addresses are abandoned.
Best practices: verify all addresses before first send, re-verify lists monthly, immediately remove bounced addresses, honor unsubscribe requests, and segment by engagement. Tools like ZeroBounce, NeverBounce, and MillionVerifier make this process automated.