Which of the following is a best practice for database maintenance in Marketo?

Managing inactive email addresses is crucial for maintaining a healthy and efficient database in Marketo. Inactive email addresses can negatively impact email deliverability, marketing performance metrics, and overall engagement rates. By regularly reviewing and managing contacts who have not interacted with campaigns for an extended period, marketers can ensure their database remains active, up-to-date, and relevant.

Furthermore, cleaning up inactive email addresses prevents wasted resources, such as sending emails to contacts who are unlikely to engage. This practice helps in maintaining a good sender reputation with email service providers, which is essential for ensuring that future emails are delivered successfully.

Regularly managing inactive contacts also aids in data segmentation, allowing marketers to focus their efforts on engaging active and interested leads. This approach not only improves campaign effectiveness but also enhances the overall quality of the information in the database.