This article is more of a list of notes in my head rather than a structured article. Below, you’ll find information that took me some time to confirm. All this stuff is useful if you want to clean your list without paying fat fees to third parties every time before you hit SEND. Because that’s the thing. You have to be scrubbing your list regularly, especially if you don’t send emails very often.
The very first thing you need to do to scrub your list is to remove inactive subscribers. Don’t send to folks who don’t open your emails because that’s affecting your reputation and ability to reach the inbox.
You don’t only have to keep a list clean for ISP’s but for your ESP too. If you get high bounce rates, it’s the ESP that will dump you first as you’re damaging their IP reputation.