To ensure maximum deliverability of emails, organizations should?

Regularly cleaning email lists is crucial for ensuring maximum deliverability of emails. This practice involves removing invalid, outdated, or unengaged contacts from the list. When an organization maintains a clean email list, it improves sender reputation, as high bounce rates (from emails sent to invalid addresses) and low engagement rates can lead to ISPs flagging or blocking emails. By regularly updating the list, organizations also enhance engagement metrics—such as open rates and click-through rates—further boosting their deliverability.

Implementing this strategy helps maintain a healthy sender score, which directly affects how emails are treated by ISPs and the likelihood of them landing in the inbox rather than being marked as spam. Overall, a well-maintained email list is foundational for successful email marketing campaigns and achieving optimal deliverability.