Email List Hygiene

List hygiene means maintaining a permission-based audience and removing addresses or behaviors that create avoidable delivery risk.

What to focus on

• Remove hard bounces
• Monitor complaints
• Handle inactive subscribers deliberately
• Avoid purchased lists
• Keep acquisition sources accountable

Think systemically

A smaller healthy list can be more valuable than a larger list full of unreachable or uninterested contacts.

For the broader operating system, see email marketing best practices and software selection.