Data Hygiene

For marketing messages, data quality outperforms quantity. Using outdated or mismatched data can mean that you send emails to users who forgot they opted in or have lost interest. Keeping stale data increases unsubscribes and spam complaints, and erodes trust.

Try these tactics to keep your data clean.

• Use Confirmed Opt-In: Build your database with confirmed opt-in data to prevent fraudulent signups and verify recipient interest, and encourage subscribers to update their preferences over time.
• Honor available preferences data.
• Remove Hard Bounces Quickly: When an email server rejects a message because the address is invalid, immediately remove it. Aim to keep bounce rates under 2%.
• Process Unsubscribes Promptly: Ensure compliance and maintain a positive recipient experience by honoring opt-out requests quickly.
• Create a sunsetting policy for older data. Decide which factors indicate that someone is unengaged, and remove or archive them when that criteria is met.
• Archive Unengaged Subscribers: Review your data regularly to decide which factors indicate a user is unengaged. Archive or remove these stale records at least every six months.
• Never purchase lists. These lists often contain invalid addresses and spam traps, which can bounce immediately or block you, and make a lasting impact to your sending reputation.