---
schema_version: "1"
id: cc6f21c4b11decda55da40831b7b4d39f1d528dd264165e296b3b89a01246925
title: Data Hygiene
collection: admin
version: current
locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/mktg_apps_email_best_practices_hygiene.md
canonical_url: https://help.salesforce.com/s/articleView?id=mktg.mktg_apps_email_best_practices_hygiene.htm&release=264.0.0&type=5
source_site: help.salesforce.com
content_type: documentation
content_hash: ddadfaa8a0fb72a553189abcfdd6025165d3aec5b54ff9cc694701a58ae63642
description: For marketing messages, data quality outperforms quantity. Using outdated or mismatched data can mean that you send emails to users who forgot they opted in or have lost interest. Keeping stale data increases unsubscribes, spam complaints, and erodes trust.
products:
  - Marketing
release: "264"
---
# Data Hygiene

For marketing messages, data quality outperforms quantity. Using outdated or mismatched data can mean that you send emails to users who forgot they opted in or have lost interest. Keeping stale data increases unsubscribes, spam complaints, and erodes trust.

Try these tactics to keep your data clean, and send to high-quality prospects, leads, and contacts.

- Use Confirmed Opt-In: Build your database with confirmed (or double) opt-in data to prevent fraudulent signups and verify recipient interest, while encouraging subscribers to update their preferences over time.
- Honor available preferences data.
- Remove Hard Bounces Quickly: When an email server rejects a message because the address is invalid, immediately remove it. Aim to keep bounce rates under 2%.
- Process Unsubscribes Promptly: Ensure compliance and maintain a positive recipient experience by honoring opt-out requests and available preference data quickly.
- Create a sunsetting policy for older data. Decide which factors indicate that someone is unengaged, and remove or archive them when the criteria is met.
- Archive Unengaged Subscribers: Review your data regularly to decide which factors indicate a user is unengaged. Archive or remove these stale records at least every six months.
- Never purchase lists. These lists often contain invalid addresses and spam traps, which can bounce immediately or block you, and make a lasting impact to your sending reputation.