Data hygiene
Also known as: List cleaning, List hygiene
Definition
Data hygiene is the ongoing practice of removing invalid, duplicate, and unreachable contacts from a mailing list so that sends reach real recipients and bounce rates stay within provider tolerances.
Why it matters
On per-contact pricing models, hygiene is structurally discouraged: cleaning the list reduces the vendor's revenue, so cleaning tools are sold separately by third parties.
Bundling hygiene into the platform fee removes that conflict, and is the practical reason bounce rates stay under control at scale.