Sending rules and list practice
What is list hygiene?
Also called: list cleaning, email list cleaning
List hygiene is the ongoing removal of addresses that no longer work or no longer engage. Because contact data decays continuously, a list left untouched gets worse with time, and the bounces and complaints that follow damage the sender's reputation for every other recipient.
Three habits cover most of it. Verify before any large send. Remove hard bounces immediately, not at the end of a campaign. And stop mailing contacts who have not engaged in a long time, because sending to people who never open is a negative signal even when the address is valid.
Hygiene also means keeping a suppression list so removed addresses stay removed when a list is re-imported.
Because the work recurs, the cost model of your verification tool matters: per-address credits bill you for the same list every time you clean it.
How SimpleVerifier handles it
Plans are a flat monthly price with no per-address credits, so re-verifying the same list before each send costs nothing extra.
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By SimpleVerifier Team · Last reviewed 2026-10-13 · All 50 glossary terms