Definition
The ongoing practice of removing invalid, inactive and risky addresses so your list stays deliverable.
Glossary
List hygiene
The ongoing practice of removing invalid, inactive and risky addresses so your list stays deliverable.
Related terms
- Email verificationChecking whether an address is valid and safe to send to, by testing syntax, domain and mailbox, to remove dead and risky addresses before sending.
- Suppression listA list of addresses you must never email again, such as hard bounces, complainers and unsubscribes. Honouring it protects reputation and compliance.
- Bounce rateThe percentage of emails that could not be delivered. High bounce rates damage sender reputation.
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