Our friends at Return Path posted an article this week on the importance of list hygiene. They state the problem clearly and succinctly,
“No matter how long you’ve been building your list, and how many engaged subscribers you have on it, if you don’t perform routine list cleaning to get rid of any potential spam traps or unknown users, then you’re putting your email campaigns at risk to be sent to the spam folder or blocked.”
The article goes on to recommend several tactics for cleaning your list including reducing your bounce rate, removing spam traps, and addressing inactive emails.
Read the full article and be sure to “put an on-going process in place to ensure you are regularly cleaning your list of old and inactive email addresses.”