'Tis the Season to Check Your Email List Twice: How to Clean Email Lists for Cyber Monday & Black Friday Email Blitzes


It is extremely important to obtain and keep good deliverability and sender domain reputation, especially during the most important time of the year - the holidays. ​​List hygiene is just one facet of email deliverability.

Questions you should ask yourself when it comes to lists are:

  •  “Did this person choose to receive emails from me?” or,
  •  “Are my emails relevant to the individual I am sending them to?” 

However, even good subscriber data expires at some point. People change jobs, retire email addresses, etc., and it is the brand’s responsibility to keep up with their list hygiene and to remove dormant or malicious emails from their list on a regular basis. So before the holidays be sure to check your email lists, and check it twice! Here are a few steps you can take to get started.

1. What are the benefits of a clean email list?

The benefits of a clean email list include:

Increased Engagement: A clean email list results in better campaign engagement. Because the rubble has been identified with an email cleansing tool, like Email Hygiene, marketers can use their judgment on which email addresses pose the greatest threat and remove them accordingly. With dangerous email addresses—like disposable domains, spam traps, and honeypots—removed, you’ll see your open, click, and conversion rates skyrocket.

Reduced Bounce Rates: Similarly, your deliverability will drastically improve once garbage email addresses are identified and weeded out of your email lists. 

Save Money: Email service providers often charge based on the number of contacts included in your list. If 30% of your email list is identified as Reputation, Fraud, Delivery, Conversion, or Beta threats, then removing those email addresses will reduce the amount of money you’re paying each month for your ESP subscription. 


2. Clean your email lists with email hygiene

  • Why email hygiene is more important than verification

Because problematic emails, such as bots, spam traps, moles, and disposable domains can open and click through your emails, they can cause deliverability roadblocks, damage your sender reputation, and get you blocklisted. Verification and validation solutions only help you to understand which emails are valid or invalid. Email hygiene offers deeper insights into these dangerous email threats. 

Removing yourself from a blocklist and improving your sender reputation is a costly and time-consuming process. Utilizing an email hygiene service is a simple way to take preventative measures.

  • Apple eliminated tracking pixels

Apple preloading tracking pixels (the way that email opens have historically been recorded)  validates that email hygiene is no longer a ‘nice to have’ but an absolute necessity. Marketers who have relied heavily on email open rates should take note. Depending on ‘opens’ as an indicator of quality is no longer an option. 

Marketers need an additional layer of intelligence to mitigate the risk of blindly mailing to potential threats, and that is something that Webbula’s Email Hygiene was specifically built for. Brands need to protect online web forms from malicious sign-ups before poor data enters the database.  Periodically running Email Hygiene to identify aging and potentially harmful addresses like spam traps, fraudsters, and disposable domains will prevent a damaged brand reputation and mailing resources.


Download The Email Marketer’s Survival Guide to Saying Goodbye to Apple Mail Tracking Pixels


3. Implement real-time verification on web forms 

 Ensure you catch bots before they enter your forms by deploying a cleansing service that coordinates with your CRM, email service provider, or lead capture forms to stop bots at the point of entry.  

A real-time email cleansing API is designed to quickly determine if the email being submitted is a valid working email address and not a bot. This will help decrease the fraudulent or inaccurate data entered into your forms, protect your deliverability and sender reputation, and improve your campaign ROI. On the front end, it will create a better customer experience..


4. Segment your audience appropriately 

Improving your segmentation efforts will enable you to send messages tailored to the individuals on your list. Your emails will go to the people who are most interested in buying your products or services. 

Data continually evolves as people make life-changing decisions. If someone recently moved across the country and traded their surfing gear for snowboarding gear, would you have that information in your database? Probably not. Which is why you need to...


5. Append additional information to your database

From the example above, if you don’t append that new information, you could end up marketing surfing essentials when your customer is ensconced in the mountains of Maine for the summer. 

To ensure you're keeping up with your prospects' and customers' journeys, take a name, email, or phone number, and using a data append service, you can find other information, like location and interests.


Request a free Data Enhancement match test. Check your list and check it twice before the busiest time of the year. The more you understand the threats in your email lists, the more likely it is that you'll take the proper measures to improve your email list health. Relying on simple verification leaves your email lists exposed to the threats listed above that could negatively impact your email campaigns and your business.

If you want to identify these threats, Email Hygiene allows you to take a step further than simple verification and protect your marketing assets such as web forms, brand reputation, sender reputation, data acquisitions, and marketing campaigns. Sign up for a free email list hygiene test. 


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