clean email addresses are a crucial element of effective email marketing. They help ensure that your emails reach people who are actually interested in what you have to say. If your list is dirty, you’re wasting time and money sending messages to people who don’t open your emails or click on your links. Clean lists increase your click and open rates, which can lead to conversions and sales.

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A dirty email list can cause your messages to bounce because they are being sent to invalid or non-existent email addresses (hard bounce) or to recipients with full inboxes (soft bounce). Bounces negatively impact your deliverability and reputation, which could ultimately result in your ESP blocking you from sending email.

It’s normal for subscribers to change their email addresses over time, so periodically cleaning your list helps make sure that you’re only sending to active and engaged people. The first sign that it’s time to scrub is a drastic decrease in the percentage of recipients who are opening your emails.

Another sign that it’s time to clean your list is an increase in the number of unsubscribes or spam complaints you receive. This is especially true if the unsubscribe link or process is difficult to find or frustrating for subscribers. In addition, many people who are frustrated with receiving unwanted emails will mark them as spam, which can also hurt your sender reputation and deliverability. It’s best to clean your list regularly to prevent these issues, and implementing real-time email verification can help keep your list fresh and clean.