Review & optimize your contact list

Regularly maintaining your contact list is a best practice and highly recommended. Over time, opt-in contact lists can become stale or ineffective if contacts abandon their email addresses or grow disinterested in your content.

The purpose of “cleaning” your contact list is to identify and remove contacts that are inactive or not engaged by your recent emails. When you send campaigns only to active, engaged contacts your engagement metrics such as open and click rates improve. This signals to inbox providers (like Gmail, Microsoft, etc.) that your emails are welcomed by recipients. In turn, your deliverability improves and your campaigns will be even more successful.

Recognizing unengaged and low-quality contacts

Each contact list is unique and a contact’s value is relative to your business. However, there are several common characteristics which can help you easily identify your contacts based on quality: engagement, recency, and address type.

If you have used Sendinblue for a period of time to collect and send email campaigns, your usage data can help you easily filter contacts based on these characteristics - both to identify your lowest and highest quality contacts.

If you have not yet emailed your contacts with Sendinblue, you may also filter contacts in another application using similar data available from a previous ESP or your own records.

1. Time since most recent email open or click

Contacts who ignore your emails by not opening or clicking on them demonstrate a lack of interest in your content or business. Recognize this as an opportunity to refocus your efforts on contacts who are most interested in what you have to offer! When applying this filter to your list, a good rule of thumb is to remove contacts who have not opened an email with the last 6 months or who have not clicked within one year.

Within your Sendinblue account, navigate to the Contacts tab. Click on the blue Advanced Search & Segmentation button to reveal available filtering options. 


In the “Campaign EMAIL” conditions, you can choose to filter by “EMAIL non-readers” or “EMAIL non-clickers”. In the date selector, choose the “between” condition and the range of days to search by. In the example below, we have searched for contacts who have not opened an email campaign within the last 6 months (180 days).


2. Date added to your contact list

Contacts added to your list more than two years ago are least likely to engage with your emails. For a more broad cleaning technique, filter out contacts who are older than two years. Or, if they are older than two years and have not made a purchase.

Pair the “Added date” condition with the “between” condition to identify contacts added during a certain timeframe. In the example below, we have searched for contacts who were added to a list more than two years (730 days) ago. 


3. Role email address

Generic email addresses such as, admin@, sales@, noreply@, etc. are often unmonitored and are typically shared by teams. This means they do not correlate to individual people and messages received by them will likely have very low engagement rates.  

To search for contacts whose email addresses contain specific words, such as contact, sales, or noreply, close the Search Conditions box and type the keyword into the simple search box. In the example below, we have searched for contacts containing the generic word contact


Removing email addresses from your Sendinblue contact list(s)  

The steps for removing contacts from your Sendinblue list vary based on the method used for filtering your contacts.

Removing contacts filtered within Sendinblue

While your preferred filter is applied, check the box in the top row of your search results to select all contacts that match your criteria. Next, click Action and select Add to Blacklist. This action will blacklist these contacts to ensure they are not emailed again.


Removing contacts contained in a CSV file

If you have curated a list of low-quality contacts outside of Sendinblue, it’s important to upload it to your Sendinblue account as a blacklist. Follow the steps in this guide to upload a blacklist file


Advanced users: automate your list maintenance

Advanced users may wish to automate the list maintenance process. Sendinblue Automation make it easy!

  1. Create and save a filter based on your preferred criteria. Check out this guide to learn more.
  2. Launch a marketing automation workflow to blacklist contacts that match your saved filter. When creating your automation workflow, choose the action to blacklist the contact. This guide shows a step-by-step example.