There are several steps you can take in ROI to cleanup your data. The best place to start is by making segments for bad/blank email addresses, hard bounces, and spam.

Bad/Blank Email Addresses:

  • Create a new segment under the Data Tab>Segments>Create a New Segment.
  • Add criteria to the segment for the email address field not equal to blank, doesn't contain an "@" sign, or doesn't contain a period. 

  • What should you do with this segment?
    • Export out the segment using the Export button on the bottom right.
    • Open the file and use this as an opportunity to cleanup some of these email addresses by fixing typos and small errors where you can.
    • Go prospecting! Can you find an updated email address on LinkedIn? Do you already have another email address for the same person in your CRM? This is a great chance for sales to reach out to see if you can gather email addresses for more prospects. 
    • Cleanup your list. Remove the email addresses that have never been sent to from your CRM for better data hygiene. 

Hard Bounces:
A hard bounce means that the recipient's email address is invalid. This could occur because the domain name doesn't exist or is unknown.
  • Create a new segment under the Data Tab>Segments>Create a New Segment.
  • Join the Events Table to the Contacts Table and add criteria for Event Type for Email Bounce, and Additional Info String 1 containing the hard bounces codes 10, 30,51,50,52,90,110,130,131,132, and 134.
  • You can also refer to this document on creating a segment of bounce codes and sending them to yourself, or this document that will tell you what the specific bounce code means. 

  • What should you do with this segment?
    • ROI will automatically suppress most hard bounce events. 
    • It is not recommended to remove these from your contacts in case they become a contact again and are resent to, as this will hurt your deliverability.
    • You can export out this segment using the Export button. Make sure to check the additional info strings boxes under the Event Table that you are interested in pulling data from. For bounces, all additional info strings hold bounce data. Refer to this document to determine which strings you would like to pull the data from when you export out the segment.
    • Review the exported segment to determine trends in servers, bounce codes, etc.

  • Create a new segment under Data Tab>Segments>Create a New Segment. 
  • Join the Events Table to the Contacts Table and add criteria for Event Type equal to spam.

  • ROI automatically suppresses email sends to contacts with a previous spam event. If a contact did not mean to mark and email as spam, please contact and we will remove the event from their record so they continue receiving emails. 

  • What should you do with this segment?
    • These contacts should not be removed from your contacts because re-sending to them violates CAN-SPAM laws. 
    • You can export out this segment using the Export button. Analyzing contacts that have marked you as spam could help determine which leads and customers might not be the best fit for your company. 

If you are interested in cleaning up duplicate contacts in you system, please contact There is customer support time/fee associated with cleaning up records, and we are happy to review your data hygiene with you!

Additional Steps:
It is recommended to review any data before it is uploaded into ROI. Check for duplicates or discrepancies in any of the coding. Eliminate unnecessary data and make sure that all necessary values are filled in. Additionally, make sure the correct spelling and punctuation is used so it can be located after being uploaded. Check for extra characters in the data set that will prevent a successful upload. Also, be aware that certain punctuation can throw off an import depending on it's settings. It is recommended that if you are importing a CSV file to use a comma field delimiter, double quote text qualifier, and backslash escape character. Using these settings, be sure that your CSV file doesn't include quotation marks, or it could change the cells of the import. For more information on importing data, refer to this article.