The Digital Marketing Glossary
Email List Scrubbing
Scrubbing an email list refers to the removal of inactive contacts.
The purpose of email scrubbing is to ensure that only active and engaged contacts remain on a list, so that marketing campaigns have a better chance of being opened and read.
Email scrubbing can be performed by using email marketing automation software such as EcoSend. The software will automatically separate disengaged users.
A re-engagement campaign can then be sent, and if no activity is generated, these contacts can be removed (or 'scrubbed') from the list.
It is good practice to perform email scrubbing every few months to avoid large quantities of spam or inactive contacts building up on a list.