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
Tamara Gielen is an AI strategist, educator, and transformation catalyst. With over two decades of experience at the crossroads of marketing, IT, and innovation, she helps teams and leaders cut through the noise and apply AI in ways that are both smart and human.
Known for her ability to translate complex technology into clear, actionable insights, Tamara empowers people to lead with confidence in an AI-driven world. Whether on stage or in the boardroom, she brings high energy, clarity, and a relentless focus on what actually works.
