When was the last time you cleansed and scrubbed your database?

If it’s been a while or you don’t actually know, you could be in trouble. The health of your database is not something to ignore. By sending emails to unengaged, unverified contacts, you’re putting your organization’s Sender Score at risk, which could lead to your IP address being blacklisted.

Today’s blog post covers the different types of email addresses you must remove from your email database for a more effective email marketing program.

Different types of emails to remove from your CRM immediately:

Duplicate records:

To maintain the integrity of your data, it’s important to remove duplicates from your database. Removing duplicates also ensures multiple, unwanted follow-ups with a lead or prospect.

Invalid email addresses:

People change jobs and leave companies all the time. So, if you continue to send emails to those addresses, your marketing campaigns and Sender Score will suffer. It’s not unusual for an organization to use a former employee’s email address as a honeypot (also referred to as a spam trap). After a few months, that email address should no longer receive messages. Any emails sent to a honeypot email address will automatically qualify as spam. Honeypots, or decoys, catch and monitor spammers.


If someone unsubscribes from your emails, it’s a best practice to remove the contact and add them to your “do not email list” immediately. To abide by the CAN-SPAM law, you must honor these request within 10 business days.

Alias addresses:

Sending messages to addresses that don’t go to an individual contact will likely result in your email going to the recipients’ junk or spam folder. Additionally, it’s not a good idea to send emails to alias addresses because it shows you’re not segmenting your data to send relevant messages.

Un-engaged contacts:

Emailing un-engaged contacts, also known as email zombies, is not a good idea. Un-engaged contacts are people who engaged with your organization at some point by opening your marketing emails but haven’t for a period of time. By sending messages to these contacts you put your company’s IP address at risk. This can prevent you from sending any emails at all.

Hard bounces:

Hard bounces indicate that an email has been sent to an inactive email list. You can reduce the number of hard bounces by maintaining a clean and actionable database.

Does your organization need help to maintain a clean, healthy, and actionable database? Contact ZoomInfo today to learn more.

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ZoomInfo combines the leading business contact database with best-in-class technology to pinpoint, process, and deliver the marketing and sales intelligence you need— exactly when and how you need it, to always hit your number.

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