How To Know When To Clean Email List And Start Your Marketing Campaign

A larger email list isn’t necessarily correlated with a higher return on investment for that campaign. If many of your emails aren’t being opened, or if they’re being returned as spam, then your email list is likely not very good. If you don’t get and read your emails, you won’t be able to turn leads into paying clients.

Email deliverability and conversions can be improved by maintaining a clean email list. The value of the typical email list declines with time. There is a risk that a large portion of your email addresses will become invalid or inactive over time, increasing the number of hard and soft bounces for each email campaign. In addition, the ESP SPAM filters will be triggered if you employ purchased mailing lists (which are known to contain spam traps) or if you email uninterested subscribers who mark your emails as spam. As time goes on, your sender’s reputation will suffer and all of your customers will start to see your emails as SPAM. Cleaning your list on a regular basis will increase your deliverability and return on investment (and keep your email list clean).

In this post, we will discuss the importance of email scrubbing, how to determine which emails should be removed from your database, and how to use Verify550’s automated solution.


Scrubbing email: What exactly is that?

Scrubbing an email list means getting rid of any addresses that are known to be incorrect, obsolete, irrelevant, or unengaged. You may rest assured that you are only emailing people who have explicitly requested to be included in your mailing list by removing inactive users.

Scrubbing your email list will lower its size and enhance its quality. An email list that is well-managed is significantly more beneficial than a large list of inactive or disinterested connections. The deliverability, open and click rates of emails all improve when they are cleaned up. Therefore, email cleansing improves conversion rates and the return on investment for campaigns.

When purging your email list, you may want to avoid keeping these addresses:

  • Bounced emails due to inactive or invalid email addresses
  • Low-quality email addresses or lists obtained from a third party, or those known to be spam traps,
  • Those that didn’t voluntarily join your mailing list
  • Those subscribers who haven’t opened their emails in a very long time or who have exceptionally low click-through and open rates.
  • Recipients who have unsubscribed or reported you as spam.
  • Multiple accounts using the same email provider

When is the right time to clean up your email list?

How often should your email list be updated? How you communicate with your email list depends on the nature of your business and your audience. We advise that you perform a deep cleaning of your email list at least once a year. Here are some red flags that indicate it might be time to prune your email list:

The return on investment (ROI) from email campaigns is decreasing.
The deliverability of your email campaign is subpar. Sadly, a large percentage of your messages never make it past the spam filter or are never delivered at all.
An extremely high percentage of emails are being rejected by email servers because the recipients’ addresses are either invalid or no longer active. If a lot of your emails are marked as undeliverable, email delivery services (ESPs) will turn on their SPAM filters. This makes it more likely that all of your emails will be marked as spam.

Your open (and click-through) rates for emails are low. Your email’s open rate is the fraction of recipients who clicked through to read more. Click-through rates refer to the number of recipients who actually clicked on a link within your email after reading it. The subject lines and contents of emails both play a role in how often they are opened. Email deliverability, which is crucial for more click-throughs, is still greatly influenced by a clean email list.

You see a rise in unsubscribes or SPAM complaints. You need to determine if they’re unsubscribing due to a lack of interest in the topic at hand, an overload of emails from you, or the fact that your product or service is irrelevant to some of the people on your mailing list. If the former is true, you should tailor your email marketing efforts toward their specific interests and requirements and launch a re-engagement campaign. If the second is true, you must quickly remove (scrub) those addresses from your mailing list to protect the credibility of the senders.

Do you have an email campaign that you’re about to send out? Maybe it’s time for a little spring cleaning.

Have you ever tried to send out an email campaign and received a lot of bounce backs? It’s probably because your list is full of unengaged or erroneous emails. Not only does this waste your time but it can also hurt your brand.

In order to stay on the safe side, we recommend that you use the email list cleaning services that offers. This tool will help you clean out unengaged and erroneous emails so that you can send out a targeted campaign without any worries.


Contact now for more info.