Hold On to What You’ve Got

2. Maintain good list hygiene. To prevent bounced e-mails due to inaccurate e-mail addresses, maintain a clean and updated e-mail list. According to published reports, if you have an average bounceback rate of about 2 percent to 3 percent per month, you could be losing about 25 percent to 36 percent of your subscribers due to e-mail address changes and other issues.