For our sixth day of our 12 Days of Holiday Sending, we’re focusing on good list hygiene! If you’ve never heard of using good list hygiene, it means to clean your list of old and unengaged email addresses that you may be sending mail to. If you think of good hygiene practices you run through personally, like washing your hands and brushing your teeth, it’s daily maintenance to keep everything in working order.

The equivalence of doing that for your list is to comb through and remove email addresses that aren’t benefiting your list in any way. These “bad” email addresses could be old and unengaged addresses, role accounts (like, etc.. You may see these extra addresses as neutral and unobtrusive, but in reality they’re probably hurting your email program!

When business gets crazy it’s difficult to prioritize going through your email list and removing addresses, but just keep in mind good list hygiene is a key component to better email deliverability. Those old email addresses (with low open and high bounce rates) could easily have turned into spam traps. If you’re sending to a spam trap, the Internet Service Providers (ISPs) label you as a spammer, and all of a sudden your mail isn’t making it to the inbox. Yikes!

A practice of good list hygiene is creating a sunset policy and sending out a re-engagement campaign. A re-engagement email is an email sent out to your unengaged email addresses, asking them if they want to continue receiving mail from you. If they do, they’ll press a button to confirm or expressly opt back in. If not, you should remove the address from your list.

For more holiday email tips, give our SlideShare below a gander!

Kate Schmeisser
When Kate isn't trying to teach herself the ukelele, make it through the mountain of books on her nightstand, or figure out if they are actually being serious about suggested serving sizes on ice cream, she is the Creative Content Manager.