Email scrubbing helps you keep a working mailing list. Let’s say your list has a lot of dead links or uninterested subscribers who are no longer interested in your company’s offerings. In that case, they concern a bigger issue– email deliverability.
What is Email List Scrubbing?
Scrubbing means removing non-targeted addresses. Scrubbing helps you improve your sender score and deliverability.
Why do you need to clean your list?
It’s all about metrics and their impact on outcomes.
The ISPs focus on your marketing campaigns’ acquisition. They use that data to assess your suitability as a source of information for their clients.
Your ISP learns if you send an email that is deleted without being read or sent to the spam folder. If any of your recipients do the same, your ISP decides you’re a spammer and puts you in its spam folder, or worse, blocks your website.
This will result in:
- Higher open and click rates
- Fewer spam reports
- Improved efficiency, stats, and ROI
- More efficient budgeting
Things to Consider before scrubbing
Before jumping to conclusions, most marketers should know a few things. Exact data is vital. It removes uncertainty from our decisions.
Examining a few basic fields may help you understand why your emails are not being opened. This saves you from losing an engaged and valuable subscriber.
Can you figure out why there are email bounces?
- Are you collecting addresses via opt-in or another two-factor verification method?
- Do you talk to your subscribers to find out why they’re tired?
How to perform email scrubbing?
- Segment your mailing list
- Clean the segment
- Re-engage your newly cleaned segment
- Clean up your list of bad addresses
- Examine the automated marketing campaign feedback
Signs of a Good Email Scrub
Because you are no longer sending messages to inactive or fake email addresses, you should see an increase in open rates.
That’s the difference between cleaning up and maintaining!
To keep a clean list, you should:
- Using double opt-in email messages to avoid fake subscribers.
- Make sure your promotion is related to your web content.
- Avoid common email opt-in mistakes like overly artistic headlines.