Here are some of the most important metrics to track for B2B email. Cleaning and maintaining a high-quality B2B email list is essential for effective marketing and business success. Here are some secrets to help you accomplish that: Regularly Update and Validate Data: Keep your email list up to date by regularly reviewing and updating the contact information. People change jobs, companies merge or close down, and email addresses become inactive. Implement a process to verify the accuracy of the data by running email validation checks to remove invalid or bounce email addresses.