Truth 18. Keep a clean list
Marketing teams put a lot of time and effort into gathering information about prospects and customers, so I'm surprised when they don't take the time to keep their lists clean, known as list hygiene. When using lists to market with email, not having accurate data doesn't just waste resources; it hurts your reputation and can have a negative effect on deliverability. Keeping your data current can
Saves costs—If you send to fewer addresses, your costs should go down (especially if you are working with an email service provider and paying cost-per-message fees).
Prevents stats from being skewed—By removing inactive addresses ...