List Hygiene
The practice of maintaining a clean, engaged email subscriber list by removing inactive contacts to improve deliverability and ROI.
Definition
List hygiene involves regularly cleaning your email list by removing invalid addresses, unengaged subscribers, and hard bounces. This practice improves deliverability, engagement metrics, and ensures you're only paying for subscribers who want to hear from you.
Why It Matters
A bloated list with inactive subscribers hurts sender reputation and skews metrics. Regularly pruning your list improves deliverability, increases engagement rates, and reduces costs associated with list size-based pricing.
Examples in Practice
Removing subscribers who haven't opened emails in 6 months. Running re-engagement campaigns before purging inactive contacts. Verifying new email addresses at signup to prevent invalid entries.