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Clean your email list, handle bounces properly, segment by engagement, and sunset inactive subscribers to protect your sender reputation.
Hard bounces (5xx: user unknown, domain not found) should be suppressed after the first occurrence. Continued sending to these damages reputation.
Soft bounces (mailbox full, temporary errors) can resolve themselves. But if the same address soft-bounces 3-5 times in a row, treat it as permanent.
Industry threshold is 2% for hard bounces per campaign. Above this, ESPs and mailbox providers flag your account. Clean before every large send.
Role addresses go to groups, not individuals. They generate high complaint rates and should be excluded from marketing sends.