Hi Michelle,
We did a non-activity purge of all prospective customers in our database earlier this year. It took a while to decide internally what "non-active" meant, and whether that included contact attempts by our sales team that were unsuccessful- but fortunately/unfortunately we ended up being able to purge a large chunk.
We also ran a small "is this the end?" campaign where we engaged with people that didn't quite make our "non-active" list, but were getting close (eg. 10 months of inactivity instead of the 12 we set as our minimum). We sent a series of light-hearted emails asking people if they wanted to stay in our database or if they had indeed "broken up" with us- they had the option of clicking a final farewell (which added them to a purge list) or re-engaging with us. Happily we did see a few recipients ask to stay with us and we were able to hand them off to our Sales team for engagement.
It's likely that we'll do the same thing again at the beginning of next year to weed out the inactives again. In the meantime, we've also come up with campaigns to immediately clean out the junk leads that come in from webforms - usually by looking for common bad string data.
It's an on-going process - so good luck!
Jessica