Editing Email Authentication Best Practices (section)

== Practice List Hygiene with These Tips ==
It is crucial to maintain healthy list practices and abide by your contacts' preferences. We recommend removing unengaged contacts from your lists so that you can communicate with those who want to hear from you.

For Email marketing lists, sending emails to unengaged contacts can harm your email deliverability, campaign performance, and sender reputation, especially if they mark your email as spam.

For SMS Marketing lists, if a contact marks your SMS as spam, there may not be immediate consequences, but a high volume of spam reports can lead to carrier filtering, causing messages to be blocked. In severe cases, spam complaints can impact TCPA and 10DLC compliance, potentially resulting in fines or penalties. [[Learn more about A2P 10DLC Fines and Penalties]]

We recommend setting up a few different automations in your account to help with list hygiene:

=== Expedited List Cleanup ===
This automation unsubscribes contacts from all lists who have not engaged with any of your campaigns in the last 90 days.

=== Track Contacts’ Last Engaged Dates and Perform Ongoing List Cleanup ===
Use three automations to track contacts’ last engaged dates, unsubscribe unengaged contacts within 90 days of being added to your account, and unsubscribe unengaged contacts within six months of their last engaged date.

=== Use Automation to Win Back Subscribers Before Removing Them from Your List ===
You can use this option to reach out to subscribers before unsubscribing them from your lists. You may want to take this opportunity to have them update their subscription preferences in your preference center. You need a minimum of 90 days' worth of data to use this option.