Why List Hygiene Matters

• Email providers track how people interact with your emails.
• Too many bounces or ignored emails = bad sender reputation.
• Clean lists mean better deliverability, higher open rates, and less risk of being flagged as spam.

Types of Bad Emails to Remove

1. Hard Bounces → Permanently undeliverable (e.g., fake or deleted email addresses).
2. Soft Bounces → Temporary delivery issues (e.g., inbox full, server down). If repeated, remove.
3. Unengaged Contacts → Subscribers who haven’t opened or clicked in months.
4. Spam Complaints → Anyone who marks you as spam should be removed immediately.

Best Practices for List Hygiene

• Use double opt-in: Confirm subscriptions to avoid fake sign-ups.
• Monitor bounces: Remove addresses that hard bounce after the first failure.
• Segment by engagement: Send less frequently to inactive users or re-engage them.
• Respect unsubscribes: Remove instantly when users opt out.
• Avoid purchased lists: They often contain traps, invalids, and uninterested users.

Bounce Management in Practice

• Hard Bounce Policy: Remove after one failure.
• Soft Bounce Policy: Remove after 3–5 consecutive failures.
• Automate this using your email sending platform (SendGrid, Postmark, SES, etc.).

Benefits of Good List Hygiene

• Higher open & click rates.
• Stronger sender reputation.
• Lower spam complaints.
• Reduced cost (you’re not paying to email dead addresses).

🥋 Sensei Tip 

“Think of your email list like a bonsai tree—regular pruning keeps it healthy and growing. Neglect it, and dead branches will stunt its growth.”