On average, Up to one-third of your subscribers or users will never open your emails, much less click on your call to action. Then, what’s the point in talking to them? If you send them those emails then you are likely wasting time, effort, and money on marketing to people who aren’t interested in your business.
That’s where email scrubbing comes in.
Email scrubbing is removing unengaged subscribers from your email list so that you can sell only to people who desire to receive your emails. Email list hygiene is a vital part of targeting your marketing, hence you must do email list cleanup at least a couple of times a year.
In this section, we’ll look at why email list cleaning is necessary.
Before that how would you know when it’s time to clean your email list?
You can normally see the first warning signs in your email marketing statistics. When you log in to your email marketing app, you’ll be ready to see the open and click rate for your campaigns.
Catch a look at what’s been happening over the last few email campaigns. If there’s a pattern of failing open and click rates, you’ve touched a dilemma. You should also look out for the unsubscribe and spam complaint rate.
If your open and click rates are way beneath average, then probably you need to advance your email marketing practices. Email scrubbing can help you remove that obstacle in your marketing strategy.
Perks of Email Scrubbing
1. Better Open and Click Rates
Open and click rates are estimated as a percentage of the total number of emails sent.
Cleansing your email list means you’re conveying emails only to those who are interested. Indeed if the same people as before are opening your emails, they’ll soon be a higher percentage of the total emails sent. And that advances your open and click rate percentages.
2. Reduced Cost
Many email marketing services usually charge according to the number of emails you send or the number of users you have, or both.
That means there’s a real financial incentive to keep your email list clear. Every unengaged subscriber who stays on your list is losing you money.
3. Fewer Spam Complaints
Cleaning your email list also decreases the number of spam complaints. Some users may mark your emails as spam because they don’t remember signing up.
The dilemma is that mailbox providers like Gmail, Yahoo, and others log spam complaints. If there are too many, they’ll begin sending your emails straight to the spam folder, skipping the inbox.
And they’ll do that for everyone you forward email to, not just the people that reported you. Again, that significantly reduces the opportunity to get conversions, leads, and sales from your email list.
That is a big problem for all email marketers. In particular, the number of successfully delivered emails is on the drop globally.
Email list cleaning helps you by slicing down the number of subscribers who are annoyed enough to mark your emails as spam.
Some spam complaints equal a better sender reputation. That means more of your emails will reach subscribers’ inboxes.
4. Better Reporting
When your email list is full of unengaged subscribers, it can be hard to tell how your email marketing strategy is going. Users’ inactivity and spam complaints will manipulate your stats.
But if you have a more useful list that’s really interested in and moving on your messages, your email marketing statistics will be more reliable. That means you can securely use that data to guide your future marketing attempts.
5. Fewer Bounces
Emails bounce is a usual problem faced by marketers, which leads to more spam complaints and affects your email sending reputation which also affects email deliverability. This happened because the emails never reach the intended recipient. Sometimes it happens because of full inboxes, changed email addresses, or a technical error.
If you eliminate bounced email addresses when you clean your email list, the number and percentage of bounces will go down the next time you send mail.
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