All savvy email marketers keep an eye on their metrics. Open rates tell you how well your subject lines are performing. Click rates let you know if you need to tweak your copy and make it more appealing. But sometimes, no matter how much you improve your content, you can’t seem to boost those metrics. That’s when you know it’s time for a thorough email list cleaning.

What is email list cleaning?

Email list cleaning is the process through which you remove bad data from your list. An email cleaner weeds out misspelled email addresses, spam traps, temporary, catch-all and abuse emails. Making sure your email list is up-to-date is vital if you’re looking to improve your metrics.

How does email list cleaning boost your open and click rates?

It all starts with your sender reputation, which gives Internet Service Providers (ISPs) feedback on your email marketing practices. A messy email list will eventually cause your reputation (or sender score) to decline. On the other side of the spectrum, emailing genuine and active addresses will help you maintain a good reputation and reach people’s inboxes.

Let’s take a closer look at the bad email addresses you could have in your list right now. Understanding why they’re risky is essential before we move forward.

  • misspelled emails will bounce, so they’re useless to your email marketing and risky to your sender reputation.
  • catch-all emails are designed to catch all the email sent to them. As a result, they’re often full and have a high risk of bouncing, so it’s best to let an email cleaner isolate them.
  • abuse emails belong to people who will mark you as spam and affect your sender score.
  • temporary emails self-destruct and will definitely bounce. A high bounce rate raises a red flag with ISPs and email service providers (ESPs).
  • spam traps are a spam prevention method and don’t belong to real human beings. When you hit a spam trap, ISPs may mistake you for a spammer, and they’ll attempt to block you.

As you can see, keeping bad data in your list is not a good way to win at email marketing. So, if you haven’t cleaned your subscriber list in a while, consider doing it before sending out your next email.

I cleaned my list. What can I expect?

Keeping a neat email list has tangible benefits. What’s more, you’ll notice them as soon as you send a new campaign.

  • first, you can count on saving some money. Your ESP charges you according to the number of subscribers in your list. As you remove the bad ones, your monthly costs will go down.
  • then, your bounce rate decreases, which is one of the most important factors that build your reputation.
  • also, as email list cleaning removes known complainers, you’ll get less – if any – spam complaints.
  • next, you’ll see a boost in your open rates, and subsequently, in your click-through rates.
  • lastly, you’ll be able to build a long-lasting relationship with your audience and increase your conversions.

How to find a reliable email cleaner

With so many services on the market, it’s hard sometimes to pick the best email cleaner. However, there are some features you should have in mind when shopping for one:

  • you want a system that’s accurate, so check the company’s website to see what it promises. Find a service that guarantees 98% accurate results.
  • customer support is also important. Look for a company that offers all the help you need when cleaning your list. Ideally, the service you choose would have 24/7 customer support.
  • data protection should concern every organization that deals with customer information. Make sure the service you choose is GDPR compliant and doesn’t store your data longer than 30 days.

Other ways to improve your email marketing metrics

Using an email verifier to clean your list is the first step to boost your email marketing metrics. Once you cross that off your list (pun intended), you can implement other tactics to improve your engagement.

  • Create personalized content. Learn what your audience wants, so you can send people emails they love reading.
  • Also, run a few A/B tests to determine what the best time to send an email is. For the longest time, studies reported that Tuesday gets the highest open rates. However, you may find things to be different depending on your industry and content.
  • Avoid turning your emails into repeated ads. Instead, be helpful to your subscribers and you’ll see better results.
  • Write more creative subject lines. They determine whether people open your emails, so spend all the time you need to convey your message right.
  • Email your subscribers regularly. This will help you establish a closer relationship with them and foster higher engagement.


If you’re looking to boost your email marketing metrics, consider applying these tips to your strategy. Using an email list cleaning system is the best place to start. Then, rethink your entire program if necessary – you may need to change to way you write or your email template. Keep adjusting your techniques until you find the winning formula for your marketing emails.

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A lifetime serial entrepreneur, mentor, advisor, and investor. Obsessed with the infinite realm of possibility in the digital transformation of the world, digital media, marketing and the blockchain.