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Best Practice #2: Keep Your List Clean

For the most part, keeping your list clean is a process of cleaning bad addresses off your list on a regular basis… So how would you define ‘bad addresses’? Bad addresses typically fall into on of three buckets: Inactive Addresses, Unknown Users and Spam Traps. If you want more info about list hygiene, read on to find out why you should pay attention to these types of addresses and why they’re problematic for your sender reputation.


Inactive Addresses -Addresses that are still in use by someone that is unresponsive because they are no longer interested in your messages -Addresses that have been abandoned but not closed

Having addresses that are not responsive or interested in your program does not make your program stronger, they mask your true success by diluting your response metrics.


Unknown Users Email addresses that have been turned off or cancelled

Unknown user accounts generally report back as a hard bounce and should be taken off your file immediately as they may turn into spam traps and ultimately affect your deliverability.


Spam Traps Addresses used specifically to catch bad senders

The presence of just one spam trap can drop your deliverability rating by up to 53%

(See chart below and read more in our Reputation Benchmark Report.)

Make sure to keep it clean! 1. Know how your server processes bounces. 2. Quarantine new data until you send a welcome message and do not receive a bounce. 3. Make it easy for your customers to give you updated information. 4. If you collect email addresses in person or by phone, train employees to take down information correctly . 5. Consider confirmed opt-in (sometimes called double opt-in). 6. Vet data sources carefully. 7. Email your list regularly. 8. Consider removing inactive records after some time.

Best Practice #2: Keep Your List Clean!  

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