Most existing subscriber lists contain addresses that are disused, unsuitable, fake or spam, so let’s start by cleansing that data. Depending on the size of your database, this could either be something you can do yourself in an afternoon or a job that needs passing to someone else, or perhaps even outsourcing. Whatever the case, the time invested will pay off, as you’ll know that people who receive your campaigns from thereon are legitimate and more likely to interact. So whilst it may not be nice to see the list size reduced, only sending to relevant people will give you peace of mind that your subscribers are authentic. If you need another incentive, removing the chaff will lead to an increased open rate due to all of those unresponsive recipients and bots no longer messing up the stats.