Keeping your list clean.
WHY IT MATTERS
Sending to dead addresses damages reputation.
WHAT TO REMOVE
Hard bounces, immediately Addresses that have never opened anything over a long period Anyone who unsubscribed Obvious role addresses, where appropriate
THE INACTIVE ADDRESS POINT
Addresses that never engage may be abandoned, and some become spam traps.
Sending to those is particularly damaging.
WHAT TO DO ABOUT INACTIVE SUBSCRIBERS
Send a re-engagement message Remove those who do not respond
WHY REMOVING IMPROVES THINGS
A smaller engaged list delivers better than a large unengaged one.
WHAT TO CLEAN
Typographical errors in addresses Duplicates Addresses collected long ago
HOW OFTEN
Review quarterly, at least.
WHAT TO AVOID
Keeping addresses because the number looks better Sending to a list you have not used in years
THAT LAST ONE
A list untouched for a long period produces complaints and bounces.
Re-permission first.
