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List hygiene is the process of creating, editing and maintaining a mailing list's email addresses, subscriptions and opt-ins. It ensures the clean dissemination of an organization's broadcasted email message to its related and operational email addresses/subscribers.
List hygiene may include a number of processes and techniques to clean and optimize an email list, including:
Filtering email subscribers by location, gender, marital status and income
Deleting email addresses from bounced back emails
Updating or deleting user email addresses
Updating typos or errors
Removing duplicate entries