List hygiene

A clean list is the single biggest factor in consistent inbox placement. Sending to bad, inactive, or uninterested addresses actively harms your sender reputation.

What to remove

Hard bounces

Addresses that permanently can't receive email — the mailbox doesn't exist, the domain is invalid, etc. Sendra automatically marks hard-bounced contacts and excludes them from future sends.

Inactive contacts

People who haven't opened or clicked any of your emails in 90+ days. They're either not seeing your emails (spam folder) or not interested. Either way, they hurt your engagement metrics.

Before removing inactive contacts, consider a re-engagement campaign:

1. Send a "We miss you — still want to hear from us?" email
2. Anyone who opens or clicks is re-engaged — keep them
3. Remove everyone else after 7-14 days

Spam complainers

Contacts who marked your email as spam. Sendra handles this automatically through SES complaint notifications — complainers are suppressed from future sends.

Role addresses

Addresses like info@, admin@, support@, webmaster@ are shared inboxes that often generate complaints. Remove them unless you have explicit permission.

Ongoing maintenance

• Enable bounce pruning on your lists — Sendra automatically removes hard-bounced contacts
• Review new imports — clean CSV files before importing
• Monitor campaign reports — watch for declining open rates as an early warning sign
• Run re-engagement campaigns quarterly for contacts who've gone quiet