List Management
Keeping the database honest: preference centres, unsubscribes, cleaning, sunsetting, duplicates, GDPR obligations and migrating between providers.
Removing subscribers feels like going backwards and is usually the single highest-leverage thing available. Unengaged addresses depress every rate the mailbox providers use to decide where your mail goes, so the people who never open are costing you delivery to the people who do.
The guides here cover the mechanics of doing that without losing anyone you wanted to keep: preference centres so people can downshift instead of leaving, sunsetting rules with a defined last attempt, and a migration guide for the day you change provider.
Every guide in this topic
- 01 Email List Management Best Practices The maintenance routine: what to check weekly, monthly and quarterly, and what each check protects.
- 02 Email Preference Centers: Letting Subscribers Choose Giving people a way to send less instead of leaving, and the option count that makes the page useless.
- 03 Unsubscribe Optimization: Reducing Churn, Learning From Exits Making unsubscribing easy on purpose, what to ask on the way out, and why friction here raises complaints.
- 04 List Cleaning Strategies: When and How to Prune A cleaning routine with explicit rules, plus the pre-clean backup that saves you when a rule was wrong.
- 05 Sunsetting Email Subscribers: The Right Way to Let Go A sunset policy with a defined last attempt, and the arithmetic that makes removal profitable.
- 06 Duplicate Management: Keeping Your List Clean Where duplicates come from, the normalisation rules that prevent most of them, and how to merge without losing history.
- 07 Email Data Enrichment: Building Richer Subscriber Profiles Progressive profiling against bought data, what each is good for, and the consent question that applies to one of them.
- 08 GDPR Email List Management: Compliance Best Practices What consent has to look like, what you must be able to prove, and the retention question most senders have never answered.
- 09 List Migration: Moving to a New ESP Without Losing Subscribers A migration order that preserves deliverability, and the fields that never survive an export unless you plan for them.
- 10 Email Database Health: Metrics and Maintenance Six health metrics with target ranges, and what each one is warning you about before delivery drops.