How often should lists be cleaned according to M3AAWG?

M3AAWG recommends continuous list cleaning as part of ongoing program management rather than periodic deep cleans. Every send should process bounces, complaints, and unsubscribes immediately.

Beyond continuous maintenance, periodic audits should review list health holistically. Quarterly or semi annual reviews might examine engagement trends, source quality, aging patterns, and segment health.

The frequency of deep cleaning depends on list growth and activity. Rapidly growing lists need more frequent review. Static lists with consistent performance may need less frequent but regular assessment.