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List Hygiene
List hygiene is the practice of cleaning your email list by removing bad or inactive addresses. It keeps your list focused on people who still want your emails.
List hygiene is simply cleaning up your email list on a regular basis. You remove addresses that bounce, never open, or are clearly fake. The goal is to keep only people who still care about what you send. That makes your list smaller but much more useful.
Good list hygiene helps your emails reach the inbox more often. Inbox providers look at bounces and engagement when they judge your reputation. If you keep sending to dead contacts, they will start to trust you less. Over time that can push even good subscribers into spam folders.
A simple habit works best. Run a check for hard bounces and totally inactive contacts every month. Remove the worst addresses and keep a segment for people who are slipping but still open sometimes. Test your changes by watching open rate, click rate, and spam complaints over the next few sends.
Related Terms
List(Audience)
Your email list is the group of people who have asked to hear from you by email. It is an audience you own and can contact any time without relying on ads or social platforms.
Learn more →Suppression List(Exclusion List)
A suppression list is the place your email tool keeps addresses that should not receive messages. It is a permanent "do not send" list that helps you avoid emailing people who have opted out or caused issues in the past.
Learn more →List Churn(Churn)
The percentage of subscribers you lose from your email list in a set time period. It includes people who unsubscribe, mark you as spam, or are removed because their address no longer works.
Learn more →List Fatigue
List fatigue is when your email subscribers tune out because they see too many emails or content that does not feel useful. They stop opening, clicking, and buying, which hurts your results over time.
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