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Keeping a Clean Subscribers List: Handling Bounces

Learn why keeping your email list clean improves deliverability and ensures your messages reach the right audience.

🛠️ Best Practice: Keep Your List Clean

Keeping your subscriber list healthy is essential for strong deliverability and engagement. Over time, inboxes go inactive, people change jobs, or emails are mistyped — leading to bounces and low performance if left unchecked.
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Tips to maintain list health:

  • Clean regularly: Review your list every 3–6 months to remove or suppress invalid addresses.

  • Rely on suppression: Most ESPs automatically suppress hard bounces, protecting deliverability while keeping your records intact.

  • Segment by engagement: Separate active vs. inactive subscribers and consider re-engagement campaigns before removing inactive contacts.

Clean regularly: Review your list every 3–6 months to remove or suppress invalid addresses.

Rely on suppression: Most ESPs automatically suppress hard bounces, protecting deliverability while keeping your records intact.

Segment by engagement: Separate active vs. inactive subscribers and consider re-engagement campaigns before removing inactive contacts.

✅ Pros of Removing Hard Bounce Contacts

  1. Improves Deliverability Rates

  2. Protects Your Domain and IP Reputation

  3. Ensures Accurate Reporting

  4. Saves Money

  5. Complies with ESP Best Practices

Improves Deliverability Rates

Protects Your Domain and IP Reputation

Ensures Accurate Reporting

Saves Money

Complies with ESP Best Practices

⚠️ Cons of Removing Hard Bounce Contacts

  1. Potential Mistaken Removal

  2. Loss of Historical Data

  3. May Require Manual Review (no bulk actions available)

Potential Mistaken Removal

Loss of Historical Data

May Require Manual Review (no bulk actions available)