Email lists age. Every year, almost 25% of your emails go junk on average. The epidemic has made matters worse by accelerating the rate at which data ages. It is bad practice to keep out-of-date emails in your database or CRM because:

1. Preserve your sender image

A damaged sender reputation is one of the reasons email marketers find it difficult to connect with consumers. ISPs utilise a statistic called sender reputation, often known as sender score, to determine whether or not your emails are spam. Your emails have a better chance if you have a solid sender reputation.  Also see reverse email lookups

2. Get rid of faulty data

Even though they might not bounce, some harmful emails might nonetheless lower your email deliverability rate. Let’s examine a handful of them.

Misuse of emails

These contacts are people that often flag emails as spam, even ones they have signed up for. They do it for a number of reasons, ranging from negligence to malice. Whatever their motivation, there’s a good chance they’ll mark you as spam. They shouldn’t be on your list, and a reliable email verification will identify and remove them.

Emails with roles

Email addresses such as info@, admin@, and office@ are examples of these.

They are more bother than they are worth and are often examined by an entire team as opposed to just one individual. It is impossible to predict if someone with access to such an email address will choose to report you as spam. Alternatively, the email may be deleted by someone who checks it without reading it. Role-based emails are not very likely to be successful in your marketing strategy. Of course, you may decide to keep them on your list, but there’s a good possibility that doing so will backfire.

Phishing traps

Spam trap email addresses are made by Internet service providers (ISPs) and anti-spam organisations, and they are posted online to entice and prevent spammers. Your email deliverability and sender reputation both suffer when it falls into a spam trap. Spam traps can be recognised by some email verification software. The best course of action is to weed them out.

Throwaway emails

Some refer to them as temporary or burner email accounts. Websites that guarantee an email account with a brief duration provide disposable emails. They bounce, harming your reputation or sender score. When someone doesn’t want to offer you their actual email address, they will utilise them. Getting a freebie, such as an ebook, mp3 download, or other goodie that you’re giving away, is one of the most common motivations.

3. Continue to see great email engagement.

The frequency with which recipients respond to your emails is known as your email engagement. This involves accessing, perusing, and responding to emails. Removing a subscription is also an act of participation. Sender reputation and your engagement are linked. The sender’s reputation declines as a result of little interaction. A poor sender reputation also reduces the likelihood of obtaining strong engagement.