There are several reasons why keeping a clean list is vital:
1. Improved Deliverability: A clean list helps ensure that your emails are delivered to your subscribers' inboxes instead of landing in the spam or junk folders. 2. Increased Engagement: By targeting active and interested subscribers, you can improve open rates, click-through rates, and overall engagement. 3. Better Sender Reputation: Internet Service Providers (ISPs) monitor sender reputation. Consistently sending emails to invalid or inactive addresses can harm your reputation, leading to deliverability issues. 4. Cost Efficiency: Many email marketing platforms charge based on the number of subscribers. A clean list ensures you are not paying for inactive or non-existent email addresses.