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Define List Hygiene

list hygiene. The process of 'cleaning' and maintaining a list of email contacts used in email marketing.

List hygiene can take a number of forms but most often it involves deleting names and addresses on the list that have not opened an email in a period of time, 30 or 60 days.

This is done to improve deliverability since email providers monitor the number of emails that a person opens and can decide that a sender whose emails are routinely left unopened is a spammer and ban that sender from their service.

Some marketers attempt to re-engage dormant contacts before purging them from their list.

 


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