• Ask an Expert: Remove Inactives? Or no?

  Should you ever remove inactive, but non-bouncing, non-complaining, addresses from your email file? If so, why, and how do you determine when? The answer, as always, is "it depends". However, there could be two scenarios in which you may want to consider removing inactive addresses from your list: 1) high CPM costs and 2) deliverability issues. 

  tags: list_management list_hygiene blog

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