List hygiene – your reputation depends on it
List hygiene is incredibly important. If your send list is full of people that don’t want your emails, you’re not going to achieve your goals. If your emails bounce, get marked as spam or are simply ignored then your list stinks. Not only are you not maximising the return on your emails but you could even be damaging your sender score and the reputation of your IP. This could see your emails blocked by ESPs so the health of your send list has a direct impact on the performance and deliverability of your email campaign.
A healthy list is up to date and populated with recipients eager to receive and engage with your content. Bear this in mind as you launch your next campaign. Make sure your emails are sent to the supporters that want them and send regular re-engagement mailings.