List hygiene is the process of cleaning your email address records to ensure the removal or suppression of invalid addresses, unsubscribed addresses, inactive addresses, duplicate addresses, malformed domains, and recipients reporting your messages as spam (spam complaint).
Good list hygiene improves email communication with your leads, prospects, and customers and has a positive impact on your sending reputation with B2B spam filters. The better your sending reputation, the more likely your email reaches the inbox.
Senders that do not adhere to good list hygiene practices see more email blocked or filtered to the spam folder.
