Email hygiene service  is a multi-stage process that cleans and double-checks your subscriber list. It’s a way to scrub and validate your marketing data, cleaning out old, invalid addresses, and pruning away disengaged subscribers who aren’t opening your emails. It’s an essential part of any digital marketing strategy, and it should be performed on a regular basis.

It’s the key to a high-performing email marketing program, maintaining high deliverability rates, and improving engagement and conversion rates. It also minimizes spam complaints and supports compliance with HIPAA rules.

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A regular email scrubbing helps improve your deliverability and demonstrates to ISPs that your content is relevant and valuable. It’s the best way to prevent your emails from being delivered to a spam folder, where they aren’t likely to be seen by your engaged subscribers.

Disengaged subscribers aren’t a good fit for your brand, and they’ll probably mark your emails as spam when they unsubscribe. A high number of spam complaints will cause your emails to be filtered into spam, potentially damaging your reputation with ISPs and leading to poor email deliverability.

Using an email validation service, such as ZeroBounce, is the best way to clean up your database and protect against data decay. It offers both real-time and bulk email validation, and can be easily connected to your sign-up forms. It can instantly check new email addresses to verify they are valid and active, and will help you avoid sending emails to dead or invalid addresses.