How to keep your list clean

Email lists need to be kept up to date to make sure your deliverability and inbox placement stay great. 

There are a few things you can do to tidy up your list, such as:

1. Remove bounces from your list. 

Hard bounces are removed automatically as soon as they happen. 

We don't remove soft bounces as they are temporary issues that prevented the email from being delivered. You can remove them yourself - to do so, you'll need to export the list of bounced contacts from your campaign's report. 

Then, you can upload the exported file to your list, and select to unsubscribe these contacts. 

You can read more about bounces here.

2. Avoid sending to email addresses with typos. 

Double opt-in is a great way to avoid subscriptions with misspelt email addresses. Typos happen - but if you do send to those addresses, it can badly damage your reputation and will increase your bounce rate. 

If you prefer to keep it single opt-in, it might be worth simply scrolling through your list to see if you catch any misspelt domains (for example, the quite common misspelling is or - instead of 

3. Avoid sending to role email addresses. 

It's always better to avoid sending to email addresses that start with info@, admin@, reception@ and so on, unless you're sure the person who is in charge of this account is interested in your content. Those accounts are often managed by multiple people, which means that even though one of them is expecting your content - the others might not be. This could cause a spam complaint - even if you're sending to somebody who subscribed to your list.

4. Re-confirm your subscribers. 

If your list is quite old, or if you haven't contacted your subscribers for over a month - it's worth going through with a re-confirmation campaign. It will allow you to keep your list clean and remove people who might not be interested in your content anymore.

5. Make it easy to unsubscribe. 

Make sure that the unsubscribe button in your campaigns is visible and easily accessible by your subscribers. 

Lastly, make sure to collect your subscribers organically - it's best for them to sign up through a detailed form, where you can clearly explain to them what sort of content they can expect from you. 

For more tips, you can check out our blog article.

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