What is Meant by 'Good List Hygiene' and Why Should You Do It?

Author:

Michael Thompson

Source:

When referring to “good list hygiene,” we’re actually asking you about the accuracy of your email addresses. Are they real addresses? Have they been updated? Are your prospects or customers still receiving communications at them? Good list hygiene, or lack of, has a number of implications.

It affects your organization’s sender reputation. ISPs take notice if you are consistently sending to bad addresses or addresses where people are not interacting with you. These have a direct impact on your organization’s ability to deliver the email into your customer’s inbox. No matter how good your email is, if it’s not getting into the inbox, it’s moot.
 
It also has financial implications. If you’re currently paying a specific CPM rate and a percentage of your emails is not being delivered, it will negatively affect your ROI...