cold emailing

6 ways to practice email hygiene for email outreach

Noel Bouwmeester
LAST UPDATED
May 30, 2024
READING TIME
7 min.

Not practicing email hygiene is an outreach rookie mistake!

Effective email outreach requires a clean email list.

That’s because low-quality lists get low engagement.

This lack of engagement signals to email service providers that your emails aren’t of much value.

In other words, you look like a spammer!

ESPs then take measures by lowering your sender reputation.

Now it’s even harder to reach your prospects’ inbox, which leads to less engagement for your emails, which leads to even lower deliverability, which leads to…. you get the point!

It’s all downhill from here.

If you’re going to do email outreach, you must practice email hygiene, and we’ll show you how to do it below. ⬇️

How to practice email hygiene for more successful email outreach

Practicing email hygiene is all about doing a series of mostly recurring tasks.

Most of them can be classified as maintenance work.

The tasks are easy to execute but have a huge potential payoff.

So if you know you haven’t been practicing email hygiene, now is the time to start with the tasks below:

1. Verify your leads’ emails ✅

The first step to better email hygiene is only sending to verified email addresses.

Unverified emails can bounce, which can hurt your deliverability.

But even if they don’t…

And the email does get delivered…somewhere.

Unverified emails can be old email addresses that are no longer in use or catch-all email addresses that receive email but are never checked.

Thus, unverified emails can drag down your open rate, directly hurting your campaign’s success and affecting your deliverability for future campaigns.

The rule to avoid shooting yourself in the foot is simple: Only send to verified emails!

With lemlist, you can effortlessly find and verify the emails of your leads.

lemlist’s email finder and verifier works best if you have to verify a list of emails. For a quick check of a single email, use our free email checker.

2. Send better emails 📧

Some might argue that your email’s content has nothing to do with email hygiene.

We disagree!

If your email looks like a cookie-cutter mass email, it will smell like spam… because it lacks (email) hygiene. ;-)

To remove that smell, remember to do two things:

  1. Personalize your emails. What’s the number one sign of a cookie-cutter mass email? It’s not personalized! In other words, it’s an email that can be sent to thousands of people at once.
  2. Offer value in every email: Whether it’s a joke or funny picture that has your leads rolling over the floor, a revealing industry statistic, or a show of empathy with their most pressing pain points, make reading your email worth their while.

For more tips on how to write better emails, check out our guide on how to write an email like a pro.

3. Remove bounced emails from your list 🪃

Bounced emails hurt your deliverability, and thus you want to avoid them.

But let’s get real here:

We all get the occasional bounced email from time to time…even when sending to verified emails only. It’s inevitable if you send large quantities of emails.

But once a recipient turns out to be a bounce, you must stop sending to them. No more follow-ups!

Fortunately, most email automation tools automatically remove bounced leads from your list but make sure to double-check this for your tool.

4. Remove duplicate emails 👥

Sending the same email twice to the same recipient could be seen as spam.

Regardless, it won’t leave a professional impression on your prospects. The impression might be lasting… but it won’t be a good impression.

lemlist has several features to help you prevent duplicate leads.

5. Remove inactive leads 🫸

After reaching out to a lead multiple times and not getting any sign of life (i.e.: your emails go unopened)…

It’s time to remove them from your leads list. Clearly, the only thing this lead will contribute to your outreach is decreasing your deliverability due to their lack of engagement!

Don’t just delete the lead. If you do that, you might accidentally add them back to your list later.

Instead, manually unsubscribe them.

lemlist…you guessed it…offers this feature, too. ;-)

6. Make it easy for leads to unsubscribe 💨

Including a clearly visible unsubscribe link is one of email outreach’s best practices.

It’s a win-win for everybody involved.

It makes it easy for prospects to unsubscribe and removes uninterested leads from your email list. This helps keep your list clean and increases your engagement rate.

But there’s something even more important:

If a prospect doesn’t like your email, they normally take either one of two actions:

  1. They click on unsubscribe
  2. They hit the spam button! 😱

There’s no clearer sign of spam to ESPs than a recipient triggering the bomb of a spam complaint.

Try to avoid it at all costs.

One way is to include a clearly visible unsubscribe link above the fold.

It must stand out more than the spam button!

Key takeaways 🔑

  • ➡️ Only send to verified email addresses
  • ➡️ Ensure to unsubscribe stale or uninterested leads manually
  • ➡️ Make it easy for your leads to unsubscribe and leave your list
Get weekly outreach tips
SHARE THIS ARTICLE
Thanks! You've successfully subscribed to lemlist newsletter
Oops! Something went wrong while submitting the form.
G2 Rating
Price
Best for
Standout feature
Con
4.9
star
star
star
star
star
$30/mo
$75/mo
$2,999/mo
Large, distributed sales teams
AI evaluation precision, gamified KPIs
Lack of tracking system
4.6
star
star
star
star
star-half
Not publicly available
Sales operations and finance teams
Powerful configurability
Limited training resources and complex to navigate
4.4
star
star
star
star
star-half
Not publicly available
Mid-market and enterprise businesses
Comprehensive incentive management
Potentially high cost and steep learning curve
4.7
star
star
star
star
star-half
$15/user/mo
$40/user/mo
Enterprise: custom price
Complex sales structures and businesses of all sizes
Complex sales structures and businesses of all sizes
Steep learning curve
4.6
star
star
star
star
star-half
Not publicly available
Collaborative teams
Connected planning
Complexity and steep learning curve
4.6
star
star
star
star
star-half
Not publicly available
Companies with complex sales structures
Complex incentive compensation management (ICM) with high efficiency and accuracy
Complexity for smaller teams and potentially high costs
4.7
star
star
star
star
star-half
Not publicly available
Companies who want to automate commission calculations and payouts
Simplicity and ease of use
Lack of features like redirection
4.7
star
star
star
star
star-half
$30/user/mo
$35/user/mo
Custom: upon request
Businesses that need a comprehensive and user-friendly sales compensation management software
Ease of use and adoption
Lack of ability to configure the product based on user needs
4.8
star
star
star
star
star-half
Not publicly available
Companies with modern sales culture and businesses who want real-time insights
A built-in dispute management and real-time visibility
Users say it works slowly, customer support is slow
4.9
star
star
star
star
star
$30/user/mo
$50/user/mo
Smaller sales teams
Powerful automation
Lesser user base and average user interface
4.7
star
star
star
star
star-half
Not publicly available
Companies with scalable needs
Automated Commission Calculations
Lack of filtering by date, no mobile app
ERP vs. CRM
ERP
CRM
Summary
Backbone of a business's internal operations.
Backbone of customer-centric interactions and operations.
Goal
To centralize and streamline core business processes in a company.
To increase customer experience, satisfaction and loyalty, and boost sales.
Focus
Internal operations and processes across departments (finance, accounting, inventory, supply chain, HR, and sales).
All interactions with leads and customers.
Manages
Internal business data like financial data, inventory levels, production details, supply chain, HR info.
All customer data like contact info, purchase history, communication history, customer preferences and more.
Users
Finance, accounting, operations, supply chain, and HR departments.
Customer-facing teams like sales, marketing, and customer service.
Benefits
Streamlines operations, improves data accuracy, enhances decision-making, boosts collaboration, increases productivity.
Improves customer relationships, increases sales, strengthens customer service, personalizes marketing campaigns, provides insights.
Price
$150 per user per year on average.
$10 to $30 per user per month on average.
PRM Tool
Rating
Feature
Pro
Con
Mobile App
Integrations
Free Plan
Pricing
4.65
star
star
star
star
star-half
Org-wide alignment
User-friendly layout and database
Suboptimal as a personal CRM
square-check
Lack of tracking system
square-check
Team: $20/month
Business: $45/month
4.7
star
star
star
star
star-half
Social Media Integration
Easy contact data collection
No marketing/sales features
square-check
Lack of tracking system
square-xmark
7-day trial
$12/month
4.75
star
star
star
star
star-half
Block Functions
High customization capability
Not a dedicated CRM
square-check
Limited
square-check
Plus: €7.50/month
Business: €14/month
N/A
Open-source
Open-source flexibility
Requires extensive manual input
square-xmark
Limited
square-check
Self-hosted
$9/month or
$90/year
3.1
star
star
star
Simple iOS app
Ideal for non-tech-savvy users
iPhone only
square-check
iOS only
Limited
square-xmark
1-month trial
$1.49/month or
$14.99/month
3.6
star
star
star
star-half
Smart Contact Management
Feature-rich and flexible
Reported bugs
square-check
Rich
square-xmark
7-day trial
Premium: $13.99/month
Teams: $17.99/month
4.4
star
star
star
star
star-half
Customizable Interface
Customizable for teamwork
Pricey for personal use
square-check
Rich
square-xmark
Standard: $24/member
Premium: $39/member
4.7
star
star
star
star
star-half
Integrated Calling
Integrated Calling
Too sales-oriented & pricey
square-check
Rich
square-xmark
14-day trial
Startup: $59/user/month
Professional: $329/user/month
4.8
star
star
star
star
star
Business Card Scanning
Business Card Scanning
Mobile only
square-check
Limited
square-check
$9.99/month
4.45
star
star
star
star
star-half
160+ app integrations
Comprehensive integrations
No free app version
square-check
Rich
square-xmark
14-day trial
$29.90/month or
$24.90/month (billed annually)
Capterra Rating
Free Trial
Free Plan
Starting Price (excluding the free plan)
Maximum Price (for the most expensive plan)
Best for
4.5
star
star
star
star
star-half
square-check
14-day
square-check
€15/month/seat billed annually
€792/month/3 seats billed annually + €45/month for each extra seat
Versatility and free plan
4.2
star
star
star
star
square-check
30-day
square-xmark
But it offers reduced price to authorised nonprofit organisations
€25/user/month
€500/user/month billed annually (includes Einstein AI)
Best overall operational CRM
4.3
star
star
star
star
star-half
square-xmark
square-check
Limited to 3 users
Comprehensive incentive management
€52/user/month billed annually
Small-medium businesses and automation
4.5
star
star
star
star
star-half
square-check
14-day
square-xmark
€14/seat/month billed annually
€99/seat/month billed annually
Sales teams and ease of use
4.1
star
star
star
star
square-xmark
square-check
Limited 10 users
$9.99/user/month billed annually
$64.99/user/month billed annually
Free plan for very small teams up to 10
CRM goal
Increase the sales conversion rate for qualified leads from marketing automation campaigns by 10% in the next 6 months.
SMART Breakdown
1. Specific: It targets a specific area (conversion rate) for a defined segment (qualified leads from marketing automation).
2. Measurable: The desired increase (10%) is a clear metric, and the timeframe (6 months) allows for progress tracking.
3. Achievable: A 10% increase is possible based on historical data and potential improvements.
4. Relevant: Boosting sales from marketing efforts aligns with overall business objectives.
5. Time-bound: The 6-month timeframe creates urgency and a clear target date.
Actions
Step 1: Refine lead qualification criteria to ensure high-quality leads are nurtured through marketing automation.
Step 2: Personalize marketing automation campaigns based on lead demographics, interests, and behavior.
Step 3: Develop targeted landing pages with clear calls to action for qualified leads.
Step 4: Implement lead scoring to prioritize high-potential leads for sales follow-up.
Step 5: Track and analyze campaign performance to identify areas for optimization.
Outcomes
Increased sales and revenue
Improved marketing automation ROI
Marketing and sales alignment
Data-driven marketing optimization

What you should look at next

Receive weekly outreach tips in your inbox, sent to 210 000+ salespeople, marketers, founders, and entrepreneurs worldwide!

Subscribe to the lemlist newsletter
You've successfully subscribed to the lemlist newsletter!
Oops! Something went wrong while submitting the form.