Email hygiene is the practice of keeping your contact list accurate and engaged. Learn how hygiene affects bounces, complaints, and deliverability.
Email hygiene is the process of maintaining a clean, accurate, and engaged email list. A healthy list has fewer invalid addresses, fewer spam complaints, and higher engagement, which improves deliverability over time.
Hygiene includes removing hard bounces, suppressing complainers, monitoring engagement, and segmenting or sunsetting inactive recipients. It also includes validating addresses at collection time and avoiding purchased lists.
Good hygiene protects sender reputation. Even a strong email message can perform poorly if the list contains many invalid or disinterested recipients, so list quality is often the fastest way to improve results.