How often should I clean my email list?
Review it at least quarterly, and run a sunset flow continuously so inactive contacts are suppressed on a rolling basis.
Remove hard bounces straight away. Suppress contacts who have not clicked or bought within a window that suits your buying cycle.
Cleaning improves engagement and protects sender reputation, even though the list gets smaller.
Keep a simple log of each clean-up, with the date, how many contacts were suppressed and what happened to engagement afterwards, so you learn how aggressive your rules can safely be.
In practice.
A store runs a sunset flow all year and reviews hard bounces and complaints every quarter. Each review takes under an hour and keeps its engagement steady.
Want this handled for your store? See our email deliverability service or book a free audit.
Guides that go deeper.
Find out what your list is actually worth.
We review your flows, list health, authentication records and last ninety days of performance, then send back what we found.
30 minutes, no obligation, and the findings are yours to keep either way.