What Good Email List Cleaners Do For You (And What They Don’t Do)

What Good Email List Cleaners Do For You (And What They Don't Do)

What Good Email List Cleaners Do For You (And What They Don't Do)

Let’s be honest—no one likes deep-cleaning their house. We’d rather spend our time elsewhere. But you have to do it if you want your house to feel livable, clean, and hygienic.

The same goes for our marketing email lists.

Your marketing campaign (and bottom line) can’t afford clutter or a buildup of invalid, inactive, unengaged email addresses or spam traps.

These emails are dead weight and can sink your deliverability rates, send your engagements into a tailspin, and take a nick at the possibility for a healthy ROI.

Let’s examine what a good email list cleaner can do for your marketing campaign, and what can happen if you skip out and let this electronic clutter populate your email lists.

Email hygiene: What’s the big deal?

When it comes to emails, prioritize quality over quantity

After spending weeks crafting a solid email campaign, it’s only natural that you want to send it to as many inboxes as possible.

If your email lists are swelling with millions of emails, you may start seeing dollar signs. Not so fast! Here’s the problem—the larger the list, the more likely it’s populated with invalid, inactive, or spam trap email addresses.

If you end up blasting your campaign to those emails, it can cause your messages to bounce back as undeliverable. When this happens, it can ding your sender reputation score, which measures your trustworthiness as a sender.

The issue with that is the lower your sender reputation score, the more likely it is that an Mailbox Provider (MBP)will reroute your email campaign into a customer’s spam folder or just outright block it.

If your recipient never sees or opens your message, that’s a missed connection. And that’s a risk your email campaign just can’t afford.

Ensure your emails are being delivered, and to the right place

It’s critical that your email campaign ends up in the inboxes of recipients who will open, click-through, engage, and, with fingers crossed, convert into customers.

Solid email deliverability means your emails are less likely to end up in spam and into your recipient’s inbox instead.

If you send your campaign to invalid or inactive email addresses, you risk ending up in a spam folder or getting blocked straight out of the gate. When your recipients fail to receive your campaign, they certainly can’t engage with it. Cue the plummeting open-and-click rates (and, in the end, a low ROI). A good email list cleaner will help you keep your deliverability and engagement rates high.

Reduce your marketing costs and boost your ROI

It costs time, money, and a host of other resources to create and send an email campaign.

Likewise, sending your campaign to invalid email addresses will cost you money, potential customers, and pack a serious punch when it comes to affecting your revenue (and recalculating your future marketing budget).

There simply aren’t enough hours in the day (or likely dollars in your marketing budget) to spend manually combing through thousands of emails to determine which ones are valid.

That type of cleaning by hand would be impossible anyway for two reasons alone:

  • It isn’t always possible to assess whether an email is valid by the naked eye (hello, spam traps).
  • Manually keeping up with a growing list of subscribers would be incredibly time-intensive (goodbye, work-life balance).

A top email list cleaning service can help you reduce your marketing expenses by automating all of those tasks for you.

What are the risks of skipping email list cleaning?

When you skip out on email list cleaning, major problems can surface for your campaign.

You’ll experience high bounce rates

If you send your email campaign to an unkempt list, the messages you send to invalid email addresses can bounce back as undeliverable.

In the “eyes” of an ESP, a high bounce rate indicates you don’t care much about who you send emails to (and by default, if a recipient engages with it at all), so you’ll come across as untrustworthy. This can result in the ESP shutting down your ability to send in order to keep its relationship to Mailbox Providers pristine.

Your overall sender reputation will suffer

The purpose of using email as a delivery vehicle for your marketing campaign is to actually have your campaign land in your customer’s inbox, so they can see it, open it, and hopefully engage. By ignoring the quality of your email list, (and sending out your campaign anyway), you risk lowering your sender reputation.

Your recipient’s Mailbox Provider (MBP) will determine where you land. If your reputation is less than stellar, they will likely treat you like a spammer, and you could end up in a spam folder. Of course, your ESP could also block you. Failure to land in an inbox means no open-and-click throughs, no engagements, and no converted subscribers.

You run the risk of hitting spam traps

If it looks like an email address and acts as an email address, is it actually an email address?

A spam trap (aka, a honeypot) is an email address that corporations and anti-spam organizations use to bait and catch spammers. If you don’t maintain solid list hygiene, you run the risk of one or more of these finding a home on your list.

If you end up sending your campaign to these honeypots, that’s a red flag to an ISP that you don’t prune your email list. As a result, not only will your message land directly in the spam folder, but your sender reputation will take a hit, too––which as you already know can harm your deliverability rates.

Things to look for in a good email list cleaner

Enables real-time email verification

If you’ve got countless customers subscribing to your email list every day, it can be hard to keep up with verification of all those email addresses.

A premier email list cleaner will offer email verification API. As your customers sign up, their emails will go through immediate verification. For example, if a customer misspells their email address, this can be corrected before it makes it onto your campaign’s email list.

Integrates easily with your mailing platform

You shouldn’t have to abandon your favorite email marketing tool to keep your email list clean.

An email list cleaner like Kickbox will allow you to connect directly with your preferred marketing tool (over 25 of them and counting), in addition to your registration forms, sign-up process, or anywhere else you collect email addresses.

What Good Email List Cleaners Do For You (And What They Don't Do)

Maintains high levels of accuracy

Not all verification tools are created equal. While they often uncover similar attributes of an email address (e.g. valid, invalid, role, disposable), many tools lack a smart ecosystem of accurate data signals.

As a result, less accurate tools will provide an “unknown” result for an email address where it should have been identified as deliverable or undeliverable. Kickbox’s network is powered by billions of daily email signals from sending partners and allows for unparalleled accuracy of results, ensuring our customers consistently see greater than 99% delivery rates.

Give your email list a good scrub with Kickbox

The hygiene of your email list correlates to the overall health of your email marketing campaign. The tidier your list, the more likely you are to land in your customer’s inboxes so they can engage.

Our expert team at Kickbox can help you verify and scrub your current email lists by allowing you to simply drag and drop them into our platform. We can also prevent invalid and inactive emails from ever reaching your lists by helping you verify your emails at the point of capture with our email verification API.

We welcome you to sign up and experience the most trusted, secure, and accurate email list verification and cleaning service available on the market. Together, we can continuously keep your lists spotless and your deliverability rates high, so you can maximize your email ROI.

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