Internet Service Providers (ISPs), anti-spam groups, and corporate email protection services set thresholds for spam complaints, bounced emails, and unsubscribe requests. High rates of these metrics can lead to account suspension, and typically are caused by old or stale email addresses.
Below, you'll learn more about list cleaning services and when to use them.
Things to Know
- MailChimp is a permission-based email service provider. When you sign up for MailChimp, you agree to get permission from every potential campaign recipient.
- List cleaning is not often recommended. Instead, remove inactive subscribers or reconfirm your list.
- Review these best practices for list management.
What is list cleaning?
List cleaning is also known as email verification. A third-party service scans your list to identify invalid addresses. Many companies offer list cleaning services, but accuracy varies between companies and is never 100%.
Most list cleaning services do not remove the invalid addresses for you. They'll note which addresses are least likely to be delivered successfully, and expect you to remove those addresses from the list yourself.
Should I clean my list?
Although list cleaning is often used in the email marketing community, we don't recommend it in the majority of cases. If you decide to clean your list, choose a third-party service. MailChimp should never be used as a list cleaning service.
Cleaning a list may solve an obvious problem, like stale addresses, but it can hide bigger issues with your list collection and list management procedures. You won't discover or solve on-going list issues, like abuse complaints, spam traps, or blacklists, so it isn't an acceptable solution to other compliance or delivery issues.
List cleaning is only a viable option if you have a record of subscriber permission, and your list management methods and on-going campaign content is in line with MailChimp's best practices.
If you're currently under compliance review with our Deliverability Advisors, they'll suggest a recommended course of action.