Email list hygiene tool is the process of ensuring that your list is clean, accurate, and engaged by removing invalid or inactive email addresses. It involves a set of procedures and best practices that, when applied consistently, can significantly improve email campaign deliverability and engagement.
Keeping your list in top condition is one of the best ways to boost your ROI and ensure that every subscriber receives your emails. However, the terms “clean” and “scrub” can be confusing since they can imply different aspects of email list maintenance. In this article, we will explain the difference between them and recommend some tools to help you keep your email list in tip-top shape.
1. High bounce rates
A high percentage of hard and soft bounces in your email list is a sign that it’s time to do some cleaning. Bounces can be caused by several factors, from a full mailbox to typo spam traps (i.e., fake addresses designed specifically to catch spammers). Invalid, inactive, or disengaged email addresses should be removed from your list because they’re unlikely to open or engage with your emails.
2. A high rate of spam complaints
Spam complaints are like kryptonite for your sender reputation, and the more you get, the sooner your emails will end up in junk folders. Email hygiene should include an ongoing process to verify email addresses and remove duplicate entries, as well as a consistent process for managing subscribers’ preferences.