HEARD: The 5-step list-hygiene pass to run before a big send.

HEARD: The 5-step list-hygiene pass to run before a big send.
A source who manages a 2M-record list does this every quarter; engagement and deliverability both climb.
— Suppress hard bounces permanently — never re-mail a hard bounce, ever
— Sunset contacts with zero opens in 180 days into a separate re-engagement track
— Run a real-time verifier on anything older than a year before you mail it
— Pull spam-trap and role accounts (info@, sales@) out of the main send
— Re-permission the dormant segment with a single 'still want this?' email
The sender reputation hit nobody expects comes from re-mailing a year-old hard bounce. Watch this.