Verification
List Hygiene
See Email Hygiene. Regular cleaning of email lists to remove invalid and risky addresses.
Definition
List hygiene refers to the ongoing maintenance of email lists to ensure they contain valid, engaged subscribers. Good list hygiene includes removing bounced addresses, unsubscribes, and complainers, sunsetting unengaged recipients, and regularly verifying the list. Clean lists have better deliverability, higher engagement, and lower costs.
Pro Tip
Make list hygiene a continuous process, not a one-time cleanup. Verify regularly and sunset unengaged recipients.