🛠️ Best Practice: Keep Your List Clean
Keeping your subscriber list healthy is essential for strong deliverability and engagement. Over time, inboxes go inactive, people change jobs, or emails are mistyped — leading to bounces and low performance if left unchecked.
Tips to maintain list health:
Clean regularly: Review your list every 3–6 months to remove or suppress invalid addresses.
Rely on suppression: Most ESPs automatically suppress hard bounces, protecting deliverability while keeping your records intact.
Segment by engagement: Separate active vs. inactive subscribers and consider re-engagement campaigns before removing inactive contacts.
✅ Pros of Removing Hard Bounce Contacts
Improves Deliverability Rates
Protects Your Domain and IP Reputation
Ensures Accurate Reporting
Saves Money
Complies with ESP Best Practices
⚠️ Cons of Removing Hard Bounce Contacts
Potential Mistaken Removal
Loss of Historical Data
May Require Manual Review (no bulk actions available)