← GlossaryDefinition
What is List hygiene?
The ongoing practice of keeping a contact list clean, current and deliverable.
List hygiene is the routine of removing invalid, duplicate and long-inactive contacts so your list stays deliverable. Contact data decays continuously as people change jobs and abandon inboxes, so hygiene is a habit, not a one-time cleanup.
Practical hygiene means verifying before every major send, validating new contacts at the point of capture, re-checking anything older than a quarter, and suppressing addresses that bounce or never engage.
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