How to Implement Email Scrubbing to Improve Email Deliverability
How to Implement Email Scrubbing to Improve Email Deliverability
Email marketing can be a powerful tool for businesses to reach their target audience, but ensuring that your emails are making it to your subscribers’ inboxes is essential. One way to improve email deliverability is through email scrubbing. This article will explain email scrubbing, why it’s essential, and how to implement it for your email marketing campaigns.
What is Email Scrubbing?
Email scrubbing, also known as email list cleaning, removes invalid, inactive, or unengaged email addresses from your subscriber list. This helps ensure that your emails are only sent to active and engaged subscribers who are more likely to open and engage with your emails.
Why is Email Scrubbing Important?
There are several reasons why email scrubbing is essential for improving email deliverability:
- Increased deliverability: When you remove invalid or inactive email addresses, your emails are less likely to bounce or be marked as spam, improving your email deliverability.
- Better engagement rates: By only sending emails to engaged subscribers, you’re more likely to see higher open and click-through rates, which can lead to increased conversions and revenue.
- Cost savings: By removing invalid email addresses, you can save money on email marketing costs by only paying for active subscribers.
How to Implement Email Scrubbing
Now that you understand the importance of email scrubbing let’s go over the steps to implement it for your email marketing campaigns:
Step 1: Identify invalid or inactive email addresses
The first step in email scrubbing is identifying invalid or inactive email addresses in your subscriber list. This can be done by using an email verification service to check each email address for validity and activity.
Step 2: Remove invalid or inactive email addresses
Once you’ve identified invalid or inactive email addresses, removing them from your subscriber list is essential. Typically, this can be done through your email marketing platform or a third-party email verification service.
Step 3: Re-engage inactive subscribers
If you have subscribers who are inactive but still valid, it’s essential to try to re-engage them before removing them from your list entirely. This can be done by sending targeted emails or offering special promotions to encourage them to engage with your emails again.
Step 4: Regularly perform email scrubbing
Email scrubbing is not a one-time process – it’s crucial to regularly perform email scrubbing to ensure that your subscriber list remains up-to-date and engaged. A good rule of thumb is to perform email scrubbing at least once a quarter.
Email scrubbing is essential in improving email deliverability and ensuring that your emails are sent to engaged and active subscribers. Following the steps outlined in this article, you can implement email scrubbing for your email marketing campaigns and see the benefits of improved deliverability and engagement rates.
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