Why Email List Hygiene Is a Serious Marketing Priority

• Enhance your deliverability: While list hygiene doesn’t guarantee 100 percent deliverability of your emails, it can make a huge improvement. Email list cleaning helps you identify bad records you should eliminate from your list prior to sending.

• Avoid negative effects on your sending efforts: Failure to manage your email lists makes you vulnerable to spam traps, invalid email addresses, leads that sign up with non-deliverable domains or simple typos, and more. Email list cleaning helps you avoid all of these potential pitfalls.

• Speed up delivery: A bad list can slow your delivery rate to the end recipient, as receivers can throttle your mail or completely block you.

• Enhance your online reputation: If you start a campaign with a list of old, stale, duplicate, or unverified email addresses, you could produce high spam complaints, reach invalid emails, and/or hit spam traps. Each of these hurts your reputation and negates your efforts. On the other hand, sending emails to a clean list of genuinely interested prospects enhances your brand and boosts your return.

• Increased ROI: There’s no chance of a sale if you send emails to bad addresses. Your campaign could even backfire if you send to invalid email addresses or spam traps. Increase ROI by performing data hygiene first.