Email list hygiene filter

Poor list hygiene damages your sender reputation fast. The email list hygiene filter automatically excludes unengaged or inactive customers from all email campaigns at the project level — no need to manage exclusions campaign by campaign.

Customers who match the filter don't receive any emails, except those sent via the transactional API or using general consent.

Set up email list hygiene filter

1. Go to Project settings.
2. Under Campaigns, click Channels.
3. Under Emails, switch on Email list hygiene filter.
4. To define the filter, click Edit filter.

A default filter is available out of the box, based on emailing best practices. You can also customize it to match your own requirements. Read more in the Filtering data article.

Default filter

The default filter excludes three customer segments:

• Subscribers who haven't engaged in over 180 days, received an email in the last 180 days, and signed up more than 90 days ago.
• Subscribers who last engaged 90–180 days ago and received an email in the last 7 days.
• Subscribers who signed up more than 90 days ago but have never engaged.

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The filter affects your recipient count

When you review a campaign in the Test tab, customers excluded by the hygiene filter aren't counted in the total passing through the email node. You may notice a significant difference in the customer count as a result.