Let’s talk email list hygiene. Keeping your mailing list clean, fresh, and full of real people who might actually want to receive your emails. Marketers often obsess over growing the list. If 40% of your 100k contacts haven’t opened an email in a year, they’re dead weight dragging down your deliverability. 

Mailbox providers look at your engagement rate across your whole list, not just your bounces. If half your emails go to zombies who never open, your overall engagement plummets and more of your stuff gets filtered out. Meanwhile, a smaller list with, say, 90% active readers will crush it in deliverability. In email, quality beats quantity every time. 

There is also direct damage from bad contacts: too many bounces from long expired addresses, and spam trap hits will hurt your sender reputation. A ‘hygienic’ list avoids those pitfalls. Scrub bounces and inactive contacts regularly. 

Contacts change employers and lists naturally degrade by around 22-30% every year by churn and attrition. Replenish your B2B contact data and remove inactives on a very regular basis to keep your funnel fighting fit.