While it might seem beneficial to keep a large list, there are substantial risks involved:
- Spam Complaints: Inactive or uninterested users might mark your emails as spam, affecting your deliverability. - Reputation Damage: Continuously sending emails to old or inactive addresses can deteriorate your sender reputation. - Reduced Engagement: Old lists often contain contacts who are no longer interested, leading to low open and click-through rates. - Compliance Issues: Holding onto outdated data can result in non-compliance with data protection regulations, leading to hefty fines.