How Effective Is Email Scrubbing?

Having an engaging leads and higher conversion rates can be accomplished with effective email marketing. However, it can easily become pointless if your mailing lists are not at their best. Unengaged users can lower a sender’s reputation, decrease conversion rates, or ending up in recipients’ spam folders.

Therefore, in order to prevent any of these unfortunate outcomes, you should keep your email lists clean by scrubbing them regularly. It is important to clean up your email lists, also called email scrubbing, to ensure that:

  • It ensures you engage only leads who are interested in what you offer, thereby increasing conversion rates.
  • Marketing efforts are not wasted on uninterested customers
  • Emails don’t wind up in spam folders.

The task of scrubbing email is easy to accomplish manually, but easier if you automate it or use a product that simplifies the process. Whichever method you choose, it’s important to clean your email lists for about 2-3 times a year.


When Should Email Scrubbing Be Done?

You must first determine if your email list is qualify for scrubbing before you start removing subscribers.

And there are three major red flags to watch out for:

  • A significant drop in your open rate or click-through rate;
  • Spam complaints have risen dramatically;
  • Many people have recently unsubscribed.

You should scrub your email if any of these things occur.

Cleaning up your mailing list is an important component of keeping your list healthy. Now that we’ve delved a little deeper, let’s take a look at what email scrubbing has to offer you.


Higher deliverability

Bounced emails or emails sent to the spam folder can hurt your sender reputation. If you have too many inactive subscribers on your list, you may not be able to reach their inboxes. Scrubbing your contact list will assist you in identifying such addresses and deleting them to boost deliverability.


Less spam complaints

Your emails should provide value to your subscribers. Keep in mind, however, that some people joined your list in exchange for a discount or a free item. People on your list may realize that they no longer want to receive your emails over time and they will find them bothersome.

You should use an unsubscribe link in your emails to avoid being flagged as spam. A link provides users with an opt-out option found at the email footer.


Increased open and click-through rates

Perhaps you’ve noticed that your open and click-through rates are constantly decreasing. This is because passive subscribers negatively affect these metrics.


An open rate is the percentage of delivered emails that were opened by a recipient. A click-through rate reflects the number of times a successful campaign has been accessed. Once you have scrubbed your contact list, you will only email people who are likely to be interested in what you have to offer. As a result, your metrics will improve.


Fewer Bounces

Bouncing emails can be caused by changed email addresses, full inboxes, or technical errors. Therefore, campaigns you send to recipients will never reach them because their servers bounce them back. Your campaign will suffer from bounces. Thus, you should remove them from your contact list.

Now that you know the benefits of a clean mailing list, it is important to figure out the best time to do so.


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