Don't Wait Until Spring for Email Cleanup: Two Must-Dos for Marketers

Neglecting to clean your email marketing program data can damage your email sender reputation and make it hard to compete for attention in the inbox. To prevent this, you need to remove bad data and addresses that show no engagement.

Bounces happen for reasons out of your control, so you should run your addresses through a validation tool to identify bad ones. You also need to remove addresses that haven't interacted with your email in a given period of time. If you keep emailing them, they can turn into spam traps and negatively affect your deliverability.

Removing email addresses can be scary, but it's necessary for maintaining a good sender reputation and getting more engaged subscribers. Start 2021 with a fresh email marketing program, and you'll have the peace of mind that you're in control of your email destiny.