← Glossary
List Hygiene
Regular cleaning of inactive, bounced, and invalid subscribers from your list.
List hygiene is the practice of removing or suppressing subscribers who hard-bounce, repeatedly soft-bounce, mark emails as spam, or show zero engagement over extended periods. Clean lists improve deliverability because ISPs (Gmail, Yahoo, Outlook) use engagement signals to determine inbox placement. Sending to 10,000 subscribers where 3,000 never open hurts everyone else's inbox placement. Best practice: suppress non-openers after 90–180 days or run a re-engagement campaign first.