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Kate Reinarz, Jr. Marketing ManagerApril 19, 20241 min read

List Hygiene: Our Favorite Trick For Email Success

Your email list is a valuable asset—but only if it's filled with engaged, interested subscribers. A neglected email list clogged with inactive addresses, spam traps, and uninterested contacts can seriously damage your email marketing success. That's where email list hygiene comes in. We're always encouraging good list hygiene, but how do you actually do it?


What is email list hygiene?

Email list hygiene is the practice of maintaining a healthy, up-to-date email list. This involves removing invalid or inactive email addresses, identifying and addressing spam traps, and segmenting your list based on engagement levels.


Why Cleanliness Matters

A clean email list is essential because it:

  • Protects Your Sender Reputation: Internet service providers (ISPs) track your sending habits. A high bounce rate or frequent spam complaints damage your reputation, making it more likely for your emails to end up in the spam folder.
  • Boosts Engagement Rates: Engaged subscribers lead to higher open rates, click-throughs, and conversions. Inactive contacts drag down your metrics.
  • Improves Deliverability: Clean lists help you avoid spam traps and maintain a positive sending reputation, ensuring your emails reach their intended inboxes.


How to Maintain a Clean Email List

1. Use Double Opt-In: This ensures people truly want to receive your emails.
2. Regularly Scrub Your List: Export your lists and remove any old or invalid contacts.
3. Monitor Engagement: Segment or remove subscribers who haven't opened or clicked on emails in a while.
4. Offer Easy Unsubscribe: Make it simple for people to opt out, reducing spam complaints.
5. Use a list cleaning service: We recommend Alfred - they'll go through your list and determine which emails are valid, and identify any threats.


The Bottom Line

A clean email list is like a well-oiled machine for your marketing efforts. By investing in email list hygiene, you optimize your campaigns, improve your results, and ensure your messages reach the right people at the right time.