Having a healthy set of recipients has huge benefits, so be sure to read on for how to get cracking on this make-or-break foundation for your email marketing strategy...

The first step would be to create a segment and identify those Unengaged customers who have not opened or clicked in the last 6-12 months, depending on how regularly you have been sending emails. 

Then, try a re-engagement campaign. Offer those hesitant subscribers something to entice their return, and let them know that if you don't hear from them soon, they will be removed from your list. If they don't come through and spend with your brand, it's time to say goodbye. 

Once you clean up your list, make sure it stays clean! You can do that by avoiding purchasing email lists. This is the number one thing that results in spam complaints, high bounce rates and low conversions, so focus on organic list growth instead. This primarily comes from opt-in forms on your website, but can also involve sign-ups via social media promotions and sometimes paid advertising. 

You can also set up some flows aimed to re-engage customers and subscribers. The Winback Flow and Sunset Flow are perfect for achieving this! 

One of the best benefits of regular list cleaning is that it will save you money. Since your ESP charges are based on the number of subscribers you have, it's best to clear out the ones that don't buy from you so you stop paying for them!