How often should you clean a list?

The rule is simple. The more you send, the more often you clean. High volume senders should review hygiene monthly. Medium senders every quarter. Low senders at minimum every six months. Any list that has not been contacted for more than six months needs a full hygiene cycle before the next campaign. B2B lists decay at around twenty to twenty five percent per year roughly two percent per month due to job changes role changes and company closures. Stale data becomes a silent threat that grows below the surface.