The Role of Scrub Email Lists in Email Marketing

April 16, 2019

The Role of Scrub Email Lists in Email Marketing

Scrub email lists are essential for every company to avoid the number of loss when it comes to sending out a newsletter to your leads that will never likely to open your emails, or much less click the link in it. Having to do email scrubbing will help you clean up subscribers who do not engage with your letters, thus leaving you a list of people you can market with and is keen to accept and take action to your emails.

You should perform scrub email lists more than ones a year as it plays a vital role in the success of your email marketing strategy. We are going to explain in this article the reason as to why scrub email lists are important.

Signs of warning:

Take a look at your email marketing statistics. It will provide you the idea when it is the right time to scrub your email lists. Just open an email marketing application that you are using, go over to where unsubscribe and spam complaint rate is located. If you see that there a couple of people who unsubscribe or report you as a scam, thus, it is time for you to clean up your email lists. Here are also other red signs that you should be aware of:

Low click-through rates
Low Open rate
With these warning signs, you will now have the idea that you are losing out lots of leads, revenues, and sales.

What email lists you should clean?

Marketers often ask first, which of their email lists should they scrub first? Here are the suggestions:

Active email lists – always start with the active ones, as they are the one who drives in revenues, conversion, leads, and sales.
Older lists – Even if they are not engaging, they are still considered as a part of the lists.
New email lists – Even if your lists is relatively new, it is pointless to send out emails to people who are uninterested.

To summarize everything, what you should email lists to scrub, it is ALL. If you are an email marketer who often sends out email letters, then, it is a must that you regularly scrub email lists at least 4 to 5 times a year.

What are the benefits of email scrubbing?

1. A significant number of open and click rates

You may calculate open and click rates using the percentage of the total amount of email sent.

Scrubbing email lists will give you a better overview of the subscribers who are interested. Regardless if the same subscriber as before accepts and opens your email, they will now be counted as a greater percentage of the total emails sent, which then boosts your open and click rate percentages.

2. Less Spam Complain

Scrubbing the email lists also helps in lowering the spam complaints. There are subscribers who are likely to mark your email as spam, either the reason is that they do not remember signing up or they just don’t want to see your emails on their primary inbox.

Another problem is that common email providers such as Gmail and Yahoo records the number of spam complaints. If they have counted a lot, they will start to send and categorize your emails directly to the spam folder. They do the same thing not just to the one who reported you, but also to everyone; which can considerably lower the chances of getting conversion leads, and sales.

This is the common problem that every email marketers faces, that is why it is important to scrub the email lists in order to cut down the number of subscribers who are not happy with your emails and mark them as spam.

3. Email Bounces

Email bounces or email that never reaches the recipient is something that cannot be avoided. There are several factors why it happens but gives the same bad result as the spam complaints; affecting your reputation.

That is why it is important that you also scrubbed all email addresses that bounced back, in order to lower the bounces the next time you sent out an email to your lists.

4. Much Better Report

It is not easy to tell how your email strategy works when your email lists are full of subscribers who are not engaging. The number of inactive lists and spam can alter your status. However, you will have a defined email marketing report, if you got concise and fewer lists of interested subscribers.