We have years of bad data in our marketing cloud. Although I am not part of the department and have little knowledge here, I have been tasked with cleaning up the subscriber list.
Currently it is obvious that contacts that were deleted during a merge are still in there. That seems to be the easiest place for me to start a clean up. Is there a good trail or article for this?
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Aside from ensuring that anyone on your subscriber list isn't a duplicate you'll also want to look at anyone where there's been recorded bounces. If they are not fixable, then no point keeping them. Equally you can go down the road of looking at subscibers who have not been active in X amount of time, and either try to put them through a re-activation program for a "last chance" effort to engage them, and/or decide to remove them.
