If you’re doing email marketing, you’ll need to use email list cleaning services to make sure you’re getting the most out of your contacts while reducing bounces and spam complaints. For companies who depend on digital marketing efforts with a major emphasis on email-based deliverables, these email cleansing services can be extremely beneficial.
What is Email List Cleaning?
One of the most important parts of any email marketing campaign is Email List Cleaning. Email List Cleaning, also known as Email Scrubbing, basically refers to the process of removing subscribers from your email lists if they do not engage with your content. This ensures that your emails reach only those people who want to receive your emails, which leads to more engagement and interaction with the content that you send out via mail.
This process helps a company maintain an updated and effective list of contacts. Email list cleaning should be done at least twice a year to keep the list up to date.
Top 11 Email List Cleaning Tools
SendinBlue is a one-stop solution for all your email relation problems. Apart from offering a plethora of other services, it also offers an email list cleaning functionality
SendinBlue makes it easy to implement double opt-in and offers an automation service that only sends emails to engaged contacts
This software can automatically blacklist hard bounces, unsubscribers, and contacts that report your email as spam. It can also segment the recipients and create sub-groups for better-targeted marketing
The best part about using Sendinblue is that it has its own CRM service and thus can provide the best integration that no other email list cleaning software can provide.
MailGet List Cleaning
MailGet List Cleaning is one of the most widely used email list cleaning software used by various entrepreneurs. Equipped with a user-friendly interface, this software comes with the benefits of filtration steps such as the formatting of the email address, syntax errors, spam trap domain checks, and much more.
If the email service used by a company is integrated with the standard Amazon SES as an SMTP, then this is a great option. However, it also supports SendGrill, SMTP Mandrill, Mailjet, Postmark, and Mailgun
MailGet promises to increase the deliverability of email by up to 99 percent. It can automatically segment the subscriber list based on bounces and clicks and can check syntax, mailbox, and domain.
Pricing – $159 per month for 100,000 emails
Email Marker makes it possible to upload email lists to their website and then they get the job done for you. One of the more unique features offered by Email Marker is that if after their cleaning process, there is a bounce rate of more than 5%, then they provide you with a full refund.
You can upload the email database in various file formats from .csv, .xls, to .txt
Email Marker is also integrated with MailChimp and can remove any duplication, verify bulk emails and detect Spam traps.
Pricing – $21 per month for 10,000 emails
Email List Verify
Email List Verify is an easy-to-use email list cleaning software that can get real-time email bounce stats. This email verification service comes with a plethora of features such as domain and syntax validation, removal of spam trap emails, risky email caution, MX records validation
This service provides you with detailed information and reports about your contacts, leads, and the customer and how they interact with your emails.
Pricing – $4 per month for 1,000 emails, can go as high up to $3290 per month for 10,000,000 emails
Hubuco is a one-stop solution for all your email related needs, not only does it provide an email verification service, but it also comes with 6 plans for bulk email validation
It has a very intuitive and user-friendly interface and it doesn’t have to be installed. Even though it is a bit on the pricey side, it guarantees a full refund if the bounce rate remains higher than 1% after a thorough cleanup.
Pricing – $299 for 1,000,000 emails
ZeroBounce is a very trusted and famous email verification service that offers real-time email verification because it is integrated with API.
It offers various other kinds of checkers such as Abuse Email Checkers, Disposable Email Checkers, Catch-All-Domain Checkers, etc. It also provides basic features such as Spam Trap Checkers, Email Bounce checkers, etc.
Pricing – $16 per month for 2,000 emails
EmailChecker – Email Scrubbing Tool
EmailChecker is another email verification service that comes with integration with an API key, which in turn makes it possible to verify emails in real-time. Therefore, there is no need for extra filtration. This service can be used along with any major email service provider
Pricing – $14 per month for 1,000 emails
Quick Email Verification
This service offers seven different types of email verification services. This includes Syntax Checking, Domain records check, role detection, DEA detection, etc.
Integrated with Zapier, Sendgrid, Mailerlite, Drip, and more, this service lets you validate emails in bulk by uploading your database. After that, it does the verification and offers you a summary report that shows the percentage of valid, invalid, and unknown emails
Pricing – Pay as you go and freemium plans starting from $4 for 500 credits
XVerify – Intelligent Email Verification
XVerify is one of the top options when it comes to email list cleaning services. This is because apart from the automated service, XVerify offers you support and consultation services as well
As far as the email list cleaning software goes, it offers all the basic features required, such as bounce detection, high-risk email detection, etc. It can detect DEA and Spam traps and has all the features that are expected from an Email list cleaning software
Pricing – €0.0092 per email for 0-5.0K emails.
Bounceless is an Email list cleaning software that promises a 99% accuracy rate when it comes to cleaning an email database.
This software doesn’t need to be installed. You just have to upload your database, and it gets the job done. Integration is also possible for Ruby, C#, Python, and PHP solutions
Pricing – $19 per month for 2,500 email verifications
DeBounce is one of the most trusted email list cleaning software which provides a deliverability guarantee of 97.5%. It has a 4.8-star rating and 462 unique reviews on TrustPilot and has validated more than one billion emails so far.
DeBounce is famous for the amount of integration it offers. It can connect, validate and update email lists directly from Mailchimp, Mailerlite, SendinBlue, and more.
DeBounce can also validate some of the hard-to-validate email servers such as QQ, G Suite, free.fr, GMX, etc.
Pricing – $10 per month for 5,000 emails
What are the Benefits of Email List Cleaning
Email List Cleaning brings along a lot of benefits for any company. Scrubbing the unnecessary contact points off of the email list leads to an overall increase in the email campaign performance. Email cleaning leads to the improvement of a lot of email marketing KPIs
- Lower Bounce Rate
A bounce is when an email sent can’t be delivered to the recipient’s inbox. There are two types of bounces. One is a Hard Bounce – When the email address does not exist at all or is invalid. Another is Soft Bounce – When the inbox of the recipient is full and thus cannot accommodate any new emails.
If a company buys an email list, then there is bound to be a very high bounce rate because the number of fake emails in any bought email list is quite high. As long as an email list doesn’t have only valid emails of interested subscribers it can’t be considered a clean email list. Getting a high bounce rate hurts the reputation of the company which in turn affects email deliverability.
- Better Reputation as a Sender
As mentioned in the previous point, having a high bounce rate affects the ‘sender reputation’ of the company. This is because once a high number of the emails sent by a company start bouncing, Email Service Providers (ESPs) like Yahoo, Outlook, or Gmail notice it and mark the company as a spammer. Thus, fewer bounced emails make it a point that the company is not a spammer sending emails in bulk randomly. The ESP will thus allow the email to get sent, and after that, if the recipient interacts and engages with the email, that is the icing on the cake.
- Fewer Spam Complaints
Another issue related to the point mentioned above is that an email might reach the recipient’s inbox, however, if the recipient is not interested in the email, he or she might mark it as spam. Some subscribers may also mark the email as spam because they might not remember what they had signed up for.
Email Service Providers, as mentioned above, keep track of spam complaints and if there are too many against a company, all the emails are sent straight to the spam folder, skipping the inbox. The worst part is that all of your recipients will receive your mail in the spam folder, not only the ones who reported it. Generally, it will have a massive bad effect on your leads and sales from your email list.
Email list cleaning ensures that only interested people are kept on the email list, thus naturally there is a marked decrease in the spam reports that the company faces.
- Increased email deliverability
All of the points mentioned above point towards one thing, that is the delivery rates of the emails sent by the company will increase as a whole.
- Better Engagement
The company will start creating a more meaningful and profitable relationship with their leads via email marketing because a regular email list cleaning will increase the overall engagement rates.
Cleaning the email list regularly creates a targeted list of contacts, a list of contacts who are interested in the product or service offered by the company.
Another important implication of this is that the open and click rates of the emails will increase exponentially. Open and Click rates are calculated as a part and percentage of the total emails sent.
A regular Email List Cleaning means that the emails are only being sent to people who are interested, thus even if the same amount of people are opening the emails as before, the total sample size has decreased and thus the percentage is more.
What are the Risks of Not Cleaning Your Email List?
Not maintaining proper email list hygiene can be deteriorative for a company in the long term. Not many companies take into consideration the cost that they have to pay when they don’t regularly clean their email lists. But not using a clean email list can have various implications such as
- Increased Spam Complaints
- High Rate of unsubscribes
- Email bounces causing damage to the sender’s reputation of the company
This damage adds up over time and manifests itself in terms of decreased profitability or even losses due to not being able to effectively reach the entire subscriber base of the company.
How to keep your email list clean from now on?
Now that it is pretty evident that keeping a clean email list is of utmost importance, the question is how one goes about cleaning their email list. Listed below are some of the tactics that help in email list cleaning
1. Encourage Engagement
Even if your emails reach their destination, a low engagement rate means that the recipients don’t take further action after consuming your content. There are a few ways that can help stimulate engagement
- Adding surveys as a part of the content and providing incentives to people who take part in the survey
- Asking for feedback from the recipients
- Running a giveaway and asking the participants to follow your social media handles
This will create a list of recipients who are actively engaging with the content. This audience can then be segmented into sub-groups based on their preferences and then customized or targeted marketing can be used to appeal to these sub-groups
2. Re-engagement Email Campaigns
Sometimes, people who subscribe to a lot of email lists suffer from email fatigue, which means that their inbox gets filled up with multiple emails and they don’t feel like engaging with any of them.
This problem can be overcome by luring back the unengaged subscribers with the help of a win-back email offer which can include A gift or discount, a special perk, or exclusive content.
This is will ensure that less active subscribers can be converted back to a target audience.
3. Easy option to unsubscribe
One of the best ways to clean up an email list is to let the customer do the work. Having an easy and user-friendly way to unsubscribe from an email list will mean that people who do not want to receive the emails anymore will themselves unsubscribe from the email list of the company, thus removing their name from the database.
There are two other factors why a company should keep it easy to unsubscribe, one of them is that keeping it easy to unsubscribe keeps the company compliant with the GDPR.
The second factor is that if a recipient feels like the unsubscribing process is too time-consuming, they will simply mark the email as spam, and that will harm the sender’s reputation of the company instead
4. Marketing Automation
Another great way of email list cleaning is marketing automation. This means that a company can set up certain rules to automatically remove subscribers that meet certain criteria.
For example, outdated or invalid emails can easily be removed from the database by using marketing automation. This can be done by setting up a rule which states that any email that bounces two or more times is removed immediately from the database. The rule can also be set based on a time limit.
This is very important for B2B companies because most of their recipients use work emails instead of personal emails. Work emails, in general, have a much shorter lifespan than personal emails, mostly due to the fact that people join and leave companies regularly.
Marketing automation can also be used to help a company identify low engagement subscribers and then they can follow the above-mentioned processes to win them back. Just because a recipient engages less with the email doesn’t mean that they need to be removed. All of the low engagement recipients can be put into a sub-group and the company might try other targeted marketing approaches to see if it resonates better with the group.
Now you know why keeping your email list clean and shiny is a very important task. It not only increases your ROI but also helps you get a better grip on your performance metrics and makes sure that your email marketing strategy is on target
In addition to all of it, the most important advantage that you get with a clean email list is that your sender’s reputation remains high.
And last but not the least, making sure that the leads in your list are engaged subscribers, lets you build a strong community of passionate and loyal customers.
Also, have a look at Top 3 Ways To Add Animated GIFs In Emails: Make Your Emails Attractive And Powerful
Frequently Asked Questions
How often Should you scrub your email list?
This depends on how often you send out emails. If your company sends emails on a monthly basis, then scrubbing the list once every three months is sufficient. However, if the company sends out emails weekly, then a safer option would be to scrub the list at least once a month
Which is the best Email List Cleaning software?
As mentioned above there is multiple software that you can opt for. But our personal opinion would be SendinBlue.
What does it mean to scrub an email list?
Scrubbing an email list is an alternative term for Email List Cleaning. It refers to the process of removing unengaged subscribers from the email database of a com