What is List Scrubbing?
List scrubbing refers to the process of cleaning and updating your email list by removing invalid, outdated, or unengaged contacts. This ensures that your campaigns are reaching active and interested recipients, thereby improving your email marketing performance.
Why is List Scrubbing Important?
Regular list scrubbing is crucial for maintaining a healthy
email deliverability rate. It helps in minimizing bounce rates, reducing the chances of being marked as spam, and improving
engagement metrics such as open rates and click-through rates. A clean email list also ensures that you are complying with regulations like the
CAN-SPAM Act and
GDPR.
How Often Should You Scrub Your List?
The frequency of list scrubbing depends on the size of your email list and the frequency of your campaigns. As a general rule, it's advisable to scrub your list at least once every three months. For businesses with large or rapidly growing lists, monthly scrubbing might be more appropriate.What Tools Can Be Used for List Scrubbing?
There are various tools available that can automate the list scrubbing process. Some popular options include
Mailchimp,
HubSpot, and
SendGrid. These tools offer features like duplicate removal, email verification, and engagement tracking to help keep your list clean.
What Steps Are Involved in List Scrubbing?
List scrubbing involves several steps: Identifying Invalid Emails: Use email verification tools to find and remove invalid email addresses.
Removing Inactive Subscribers: Identify
inactive subscribers who haven't engaged with your emails for a specified period and remove or re-engage them.
Eliminating Duplicates: Remove duplicate email addresses to ensure that each contact receives only one email.
Updating Contact Information: Regularly update contact information to ensure accuracy.
Segmenting Your List: Segment your email list based on subscriber engagement levels to tailor your campaigns more effectively.
What Are the Benefits of List Scrubbing?
Some key benefits of regular list scrubbing include: Improved
deliverability rates Higher engagement rates
Better sender reputation
Cost savings by eliminating wasted resources on unengaged or invalid contacts
Compliance with email marketing regulations
Common Mistakes to Avoid
While list scrubbing is essential, it's important to avoid common mistakes such as: Deleting contacts too aggressively without attempting re-engagement
Neglecting to remove
spam traps and hard bounces
Failing to keep track of opt-out requests
Ignoring segmentation and personalization opportunities
Conclusion
List scrubbing is a vital practice in email marketing that helps maintain the health and effectiveness of your campaigns. By regularly cleaning your email list, you can improve engagement, comply with regulations, and enhance your overall email marketing strategy.