Strategy
List Hygiene
The ongoing practice of removing invalid, inactive, and risky addresses from your email list.
Email lists naturally decay 2–3% per month. Without regular cleaning, you accumulate hard bounces, role addresses, and disengaged subscribers. Best practice: verify your list every 3–6 months with a tool like Bouncer, suppress addresses with no opens in 6+ months, and run a sunset/win-back sequence before removing them entirely.
Related terms
Hard Bounce
A permanent delivery failure — the address does not exist or the domain is invalid.
Spam Trap
An email address used by inbox providers and blocklists to identify careless senders.
Sender Reputation
A score inbox providers assign to your sending domain and IP based on engagement, complaints, and bounces.