List hygiene is important to email marketers that want to send messages to active customers and avoid deliverability issues. In the old days, marketers had to hire a company to provide
list cleaning services, but nowadays most ESPs have those services within their email marketing platforms. "For your average Fortune 500 email marketer, list hygiene isn't necessarily a
practice that they have to actively do," Quinn Jalli, SVP of digital marketing services at marketing services firm Epsilon, told Direct Marketing News. "All of the email service providers
inherently build list hygiene practices into the platform."
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