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The Risks of Neglecting Email Scrubbing and Its Impact on Your Reputation

The Risks of Neglecting Email Scrubbing and Its Impact on Your Reputation

The Risks of Neglecting Email Scrubbing and Its Impact on Your Reputation

Email marketing can be a powerful tool for businesses of all sizes. It’s a great way to reach your customers and promote your products and services. But if you’re not careful, it can also be a double-edged sword. Neglecting email scrubbing can lead to serious consequences, and could even harm your reputation.

What is Email Scrubbing?

Email scrubbing, also known as email list hygiene, is the process of removing invalid, inactive, or non-existent email addresses from your email list. It’s a crucial task in email marketing that ensures you’re sending messages to people who are actually interested in hearing from you.

Why is Email Scrubbing Important?

There are several reasons why email scrubbing is so important. First, it helps you maintain a healthy email list. If you have a lot of invalid or inactive email addresses on your list, your emails could end up in spam folders or be marked as spam by your subscribers. This can harm your sender reputation and make it more difficult to get your messages delivered in the future.

Second, email scrubbing can help you save money. If you’re paying for email marketing services based on the size of your email list, you could be wasting money on inactive or non-existent addresses. By removing those addresses, you can reduce your costs and focus your efforts on reaching people who are actually interested in hearing from you.

The Risks of Neglecting Email Scrubbing

If you neglect email scrubbing, you run the risk of damaging your sender reputation. This can happen in several ways:

High Bounce Rates

If you’re sending emails to a lot of invalid email addresses, you’ll likely see a high bounce rate. This means that your emails are being returned to you because the recipient’s email address is invalid or doesn’t exist. High bounce rates can harm your sender reputation and make it more difficult to get your emails delivered in the future.

High Complaint Rates

If people are receiving your emails but aren’t interested in them, they may mark them as spam. This can lead to high complaint rates, which can also harm your sender reputation. If your complaint rate gets too high, your emails could be blocked by email service providers.


If your sender reputation gets too low, you could end up on a blacklist. Email service providers use blacklists to block emails from senders with a history of spamming or sending emails to invalid addresses. If you end up on a blacklist, your emails may not be delivered at all.

How to Maintain a Healthy Email List

Maintaining a healthy email list requires regular email scrubbing. Here are a few tips to help you keep your list clean:

Use Double Opt-In

Double opt-in is a process that requires subscribers to confirm their email address before they’re added to your list. This can help reduce the number of invalid email addresses on your list.

Remove Inactive Subscribers

If subscribers haven’t opened or clicked on any of your emails in a while, it’s a good idea to remove them from your list. This can help reduce your costs and improve your engagement rates.

Monitor Your Bounce and Complaint Rates

Monitor your bounce and complaint rates regularly to ensure that your list is healthy. If you notice high bounce or complaint rates, it’s time to clean up your list.

In conclusion, neglecting email scrubbing can lead to serious consequences for your email marketing campaigns. By maintaining a healthy email list, you can improve your engagement rates, reduce your costs, and protect your sender reputation. If you’re not sure how to get started with email scrubbing, consider working with a professional email hygiene service like eHygienics. They can help you keep your list clean and improve your email marketing results.

James Carner is the premier private investigator of spam advisories. He held sales and marketing positions for software and telephony giants such as Epicor Software and Lucent Technologies in the 90’s, and for the past 25 years, James has serviced publishers and affiliates with email assistance, dynamic offers, targeted data, effective landing pages, form page leads and since 2009, has been exclusively performing real time API email list hygiene for select customers with and

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