There’s value in cleansing your email database periodically or prior to a big marketing campaign. Email deliverability varies depending upon list hygiene. If you attempt to email an invalid or undeliverable email address, your coveted sender reputation may be negatively impacted; landing you in your contact’s spam folder or getting you blacklisted altogether.
With deeply integrated marketing automation platforms now commonplace amongst businesses of all sizes, email campaigns are frequently triggered immediately upon form completion, which poses an increased threat to your organization’s ability to deliver content effectively.
The chances of having deliverability issues go up with each bad email address you send to. This is because high bounce rates, spam traps and user inactivity negatively affect your sender reputation.