Cleaning Old Email Lists: When to Keep, When to Let Go

Afruz Fatulla-zada12.15.2025

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Cleaning Old Email Lists: When to Keep, When to Let Go

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Frequently Asked Questions

Find answers to common questions about email verification.

Why is cleaning my email list important (list hygiene)?

List hygiene is critical for three reasons: it improves deliverability (ensuring your emails reach the inbox rather than the spam folder), it reduces costs (you stop paying your Email Service Provider for dormant contacts), and it provides accurate metrics for measuring true engagement and ROI.

How often should I clean my email list?

Automated removal of hard bounces and spam complaints should happen daily or weekly. A full review of dormant subscribers and a re-engagement campaign should be performed at least twice annually (every six months).

Who should I remove immediately without a re-engagement campaign?

You should immediately remove contacts that result in hard bounces (permanently invalid email addresses) and those who have filed spam complaints. These contacts are actively damaging your sender reputation and must be scrubbed instantly.

What is considered a "dormant" or "unengaged" subscriber?

A dormant subscriber is typically defined as one who has had zero opens or clicks on any of your emails for a period of 12 to 18 months. These contacts are the primary target for your re-engagement campaign.

What is the purpose of a re-engagement campaign?

The purpose of a re-engagement campaign is to give dormant subscribers one final chance to confirm they wish to remain on your list. It involves a short series of emails that explicitly ask them to click a link to stay subscribed. If they ignore these last-chance emails, they should then be removed.

Should I remove recent purchasers or new sign-ups?

No. Recent purchasers (within 6-12 months) are confirmed customers; you should segment them and reduce their email frequency, but keep them. New sign-ups should be given at least six months to move through your welcome and nurture sequences before being considered dormant.

How does the Vitanur Bulk Verifier tool help with list cleaning?

The Bulk Verifier tool helps by allowing you to proactively check a large segment of your list for validity before you send. It instantly identifies and eliminates invalid, non-existent, or high-risk email addresses that would otherwise cause hard bounces. Using the Verifier secures your sender reputation and improves deliverability immediately.

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