Email scrubbing helps you maintain a healthy subscriber list. Let’s say it has invalid addresses or subscribers who no longer want to hear from you. As a result, they affect your email deliverability.
Your mailing list will be scrubbed if it rarely opens, reads, or responds to your emails.
It’s difficult to accept that you must remove every generated email address from your list. Your mailing list must also be huge for your business to thrive, right? Not at all
A high-quality mailing list is more valuable than a large list of uninterested and unengaged individuals.
Scrubbing your mailing list will improve its performance even if it has deteriorated.
Inactive users are removed from your email list, ensuring that only those interested in what you have to say and engaging with your email marketing campaigns receive your emails.
To keep your email list clean, scrub it twice a year.
Two major signs you need email list cleaning
So, how do you know when and how often to scrub your mailing list? You must first attend to a few indicators before planning the scrubbing process.
1. Consider your email marketing stats
The first indicator is your email marketing statistics. Keep an eye on these stats to see how your list is doing.
You must assess the following key metrics:
CTR: This is the percentage of subscribers who open your email and then click on one or more links.
This metric shows whether your subscribers are skimming your emails or reading them and considering your products and services.
Email open rates: Your email open rate is the percentage of subscribers who actually read your email.
This metric is vital because it tells you how many people on your list are still interested. A good email open rate is 20-40%.
Bounce Rates: The bounce rate indicates how many recipients did not receive your email for various reasons. Hard bounce and soft bounce are two types of bounce rates.
If you notice a decline in any of these metrics, clean your emails.
2. Keep track of unsubscribes and spam reports
After reviewing your main email metrics, take this step. Check for unsubscribes and spam complaints in your marketing campaigns.
If unsubscribes and spam complaints rise, you should clean your list immediately. It means that some of your email subscribers no longer want to receive your emails.
That means you should remove them from your list to make everyone’s life easier.
Sending emails to the wrong people is a waste of time.
Having a good sender reputation will also increase response and click-through rates. A clean email list will reduce costs and bounce rates over time, allowing you to increase sales and brand visibility.
Knowing the importance of regularly cleaning your email list, you should take action to improve email metrics and delivery rates.