What is email hygiene?
Email hygiene is the process of removing bad email accounts from your email files. Email Hygiene is essential in order to maintain high deliverability rates and a positive reputation.
When discussing email hygiene, it is important to understand hard and soft bounces. When an email cannot be delivered to a subscriber’s inbox for any type of permanent reason, it is classified as a hard bounce, when it is temporary, it’s classified as a soft bounce.
The importance of maintaining your reputation.
Email hygiene will help your brand maintain a positive reputation among consumers, as well as among email hosts. Sending to non-existent addresses or to spam folders is very damaging to your IP reputation. When you damage your IP reputation, deliverability among email hosts decreases.