Email List Hygiene – A Boon in Disguise

With the ever changing ecosystem of email, it becomes essential to maintain, clean and regularly update the email list. Today, buying or renting an email list is considered worthless to capture the attention of the targeted audience. Moreover, an outdated list is the major reason behind the deliverability issues related to email marketing. Leading the way to achieve a high deliverability and reduce the chances of being marked as a spammer is to update and recheck the list every 6 months.


The following ways will assist you to keep the list clean and maintain email list hygiene.

1. Remove the bad domains

Bad domains are identified through a thorough monitoring of failure reports. Therefore, it is essential to keep a track of the failure reports and understand the cause of the failure. If the failure is due to a nonexisting domain name, remove the domain immediately. And, if the domain is a typo, correct it to ensure the domain is working properly before updating the email list.

2. Track the bounce rate

The leading way to increase the return on investment is by managing and reducing the bounce rate. Keeping a track of the soft bounce and the hard bounce will increase the hygiene of the list to a great extent. A soft bounce can be due to a full inbox and the email can be resent to such email addresses. Whereas a hard bounce is a permanent delivery failure. As a marketer, the main aim is to reduce the hard bounce from the list. The internet service provider like a watch dog is always on a look for the number of hard bounces and uses it to determine the reputation of your email marketing. Therefore, managing and reducing the bounce rate is of prime importance.

3. Remove the role accounts

The role accounts form a large chunk of the email list and removing such accounts from the list is essential and beneficial. Role accounts such as [email protected] or [email protected] or any other name which is absurd, such as [email protected] or [email protected] can be removed from to maintain the hygiene of the email list.