7 Email Hygiene Best Practices for a Clean List

Email hygiene is the habit of keeping your mailing list warm and free of cold (inactive) users. This means your mailing list should only, or mostly, have subscribers who regularly open, click, click through, or make purchases from your email campaigns.

This is very important for email marketers and online businesses as they don’t practice Email hygiene This would result in ISPs and email service providers marking the sender address, IP address, and business domain of your email campaign as a spam sender.

Once flagged as a spam sender, your marketing emails will get rejected or it will be harder to reach new customers and keep in touch with your existing customers. These are the top tips that you should follow to maximize the deliverability of your email while protecting your sender’s reputation.

1. Assess the reason for the lack of engagement from subscribers

Before removing inactive customers from your mailing list, you need to first determine why these inactive users are not responding to your emails. Some users may be inactive because they don’t use email too often, others may be ignoring your email because your campaigns don’t suit their interests, and some have forgotten their passwords.

Removing subscribers immediately just because of inactivity decreases your chances of winning, even if yours Marketing Emails are well made. Keep in mind that not every campaign is suitable for all types of users.

2. Segment your email list instead of deleting subscribers

By evaluating the reason why some of your subscribers have become inactive, you can segment these users based on their reason for inactivity. This strategy is beneficial as it allows you to create a targeted campaign that can bring inactive customers back into action in the future, or create the right email campaign template that affects the uninterested users.

You need to be resourceful in managing your mailing list because attracting new customers is more difficult and costly than impressing existing customers.

3. Remove the spam traps

Spam traps, or honeypots, are tools used to identify and monitor spam emails. They are widely used by anti-spam organizations, Internet service providers, and businesses. Even if your emails have good intentions, if you don’t remove spam traps, your IP address and domain will be flagged and the list rejected. This affects the deliverability and reputation of your email campaigns, which in turn ruins yours E-commerce Experience.

To remove spam traps, first remove users who have been inactive for six months. If the spam trap is still there, limit the time window to 3 months. You can also reach out to a professional to help you find the spam trap without removing users from your mailing list.

4. If you should buy email lists, only do so from trusted vendors

One of the tips to avoid a spam trap is buying email lists. While this is very tempting for new email marketers to grow their subscriber pool, it is highly recommended that you check the reputation of the provider who is selling you the mailing list.

Some of the emails in the purchased lists are already inactive. Other users have not consented to have their email addresses sold and would immediately report senders of campaigns they are not familiar with. The worst case scenario is that some emails in the bought lists are spam addresses.

5. Use the double opt-in login method

Spam addresses are email addresses that contain spam traps. These addresses are mostly bots designed to detect spam senders and need to join the sender’s mailing list in order to detect the IP address, email, address or domain for spam.

In addition to buying email lists from trusted sources to prevent bots from joining your mailing list, you can set up a double opt-in sign-up feature. The registration function on your mailing list blocks the bots and keeps your sending email address, IP address and the reputation of the domain clean.

6. Get professional advice from experts

If you feel that you are unable to properly maintain the cleanliness of your mailing list, your best bet is to speak to those who can first. Customer service representative from Email Marketing Services such as Ongage, MailChimp, Campaign Monitor or HubSpot are your best contacts.

Customer service representative email addresses are available in the domain of these marketing services. You can also read blogs about email marketing on their websites.

7. Re-enable a cold email list

As mentioned earlier, the first thing to do is to re-engage your inactive customers before removing them from your mailing list. One of the best ways to do this is to send them one Newsletter on what they missed.


Think about the causes of a cold mailing list: it includes buying email addresses, setting up a double opt-in sign-up method, and your content no longer interests your subscribers. The first two causes are easy to avoid, but most email marketers often overlook the third.

So if your mailing list has some inactive users, find out why they’re getting cold. Segment them according to their reasons. For each segment, create an email campaign that will keep users interested in your company.

If they are still inactive, reactivate them at least two or three times before permanently removing them from your mailing list.

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