Keeping an e-mail database clean and valid is one of the toughest tasks to handle, as most of us assume that it takes a degree in computer science to ensure the continued safety of our most prized and important e-mails. However, that doesn’t have to be the case! Following these four tips will provide your e-mail database with the necessary protection.

1. Get Rid of Inactive Subscribers

In the business world, the idea of getting rid of a subscriber who has yet to decide to unsubscribe on their own may seem blasphemous, but businesses that wish to keep their e-mail database fully valid and completely clean are beginning to take this proactive step to keep their systems secure.

Before removing the subscriber, be sure to check in. Offer them an opportunity to cease their inactivity before giving them the boot. If they remain inactive, this is a sure sign that they need to be removed from your database.

2. Data Check

To clean up an e-mail database, you can perform a simple data check to make sure that the addresses on your list have been entered properly and are free of any and all typos. In many instances, bounces happen because the sender did not make sure that they were heading to the proper account.

Distribution e-mail addresses, system e-mail addresses and all addresses with the word spam in them should be deleted from your database immediately. E-mail marketing providers can provide you with the necessary hygiene tools for identifying these e-mails, so that lists remain clean and bounce rates stay low. If you’re looking for a really good tool, go to and you’ll get the whole database checked for maximum distribution.

3. Keep Tabs On Your Feedback

Did you know most of your subscribers are far more likely to report your e-mails as spam than they are to unsubscribe? An Internet service provider determines a database’s reputation by the number of complaints that it typically generates.

If you don’t keep tabs on your feedback loops, those who complain can ruin the validity of your database. Take the time to monitor the situation and remove any complainants from your list as soon as you have identified them.

4. Track Bounce Rates

When e-mails are consistently going undelivered, this causes a fair amount of confusion for e-mail marketers. Bounce codes are not standardized across all e-mail clients and companies who do not successfully manage their bounce rate end up with an invalid database that is of little to no use.

Knowing the difference between soft bounces and hard bounces is also crucial. A soft bounce takes place when the recipient’s inbox is too full to accept a message. Hard bounces happen when the recipient’s e-mail address is no longer valid. If a hard bounce occurs, remove the address from the database immediately.


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