List cleaning is the practice of removing unengaged or outdated emails from your email marketing database. Cleaning your email list can improve your open rates and click rates in the short term – and improve your overall email deliverability in the long term.
Marketers often clean email lists to remove email addresses that lead to bounces and ensure that subscribers are interested in continuing to receive emails. Most email service providers (ESPs) offer some type of engagement tracking. Removing less engaged or unengaged subscribers is a marketing best practice.
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