Email List Scrubbing – When to Scrub Your List

Email scrubbing is a process of regularly removing inactive or invalid email addresses from your list. This helps improve your email deliverability, email engagement rates, safeguards your sender reputation, and saves you money on email marketing fees. It also makes it easier to target new subscribers with your message.

Inactive email list scrub addresses aren’t going to be interested in your emails, which means that they aren’t going to open them, click through, or make a purchase. The first sign that you might need to scrub your list is a drop in your email open rate. This could mean that your subscribers are no longer interested in receiving your messages or they may have forgotten to open them.

A decline in click through and conversion rates is another indication that it might be time to scrub your list. This can happen if your content focus has changed or if you haven’t sent a message to your subscribers in a while. You can also get a better idea of what your subscribers are interested in by looking at the click through and conversion rates of your top performing subscribers.

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In addition to removing inactive email addresses that aren’t engaging with your emails, email scrubbing removes duplicates, aliases, and temporary or disposable email addresses. This will decrease your bounce rate and save you money on ESP and ISP charges. It also signals to ESPs and ISPs that you aren’t a spammer, which further improves your sender reputation.