Sending emails to people who don't open them isn't just a waste of time—it actually hurts your reputation with providers like Gmail and BigPond. By regularly cleaning your email list, you ensure your messages land in the primary inbox of your most engaged Australian customers rather than the dreaded spam folder.
Why Email Scrubbing is Non-Negotiable
In the world of email marketing, quality always beats quantity. If 30% of your list is 'dead weight' (people who haven't opened an email in six months), Google and Outlook start to view your business as a low-quality sender. This can lead to your emails being automatically filtered into the 'Promotions' tab or, worse, blocked entirely. A clean list means higher open rates, better click-throughs, and a healthier return on your marketing investment.
---
Prerequisites: What You’ll Need
Before we begin, ensure you have the following ready:
- Access to your Email Service Provider (ESP) (e.g., Mailchimp, Klaviyo, ActiveCampaign).
- An export of your current subscriber list (as a backup).
- A basic understanding of your average open rates.
- (Optional) An account with a verification tool like NeverBounce or ZeroBounce.
---
Step 1: Back Up Your Current List
Before you start deleting or archiving contacts, always export your entire database to a CSV file. Accidents happen, and having a local copy ensures that if you accidentally delete a VIP customer, you can restore their details. Save this file with a clear name likeMaster_List_Backup_DDMMYY.csv.
Step 2: Identify Your 'Unengaged' Subscribers
Most modern platforms allow you to create a 'Segment' based on activity. Define what 'unengaged' means for your Brisbane business. For most small businesses, this is anyone who hasn't opened an email or clicked a link in the last 6 to 12 months. Screen Description: You should see a 'Segments' or 'Audience' tab. Look for a 'New Segment' button where you can set conditions like 'Last open date is more than 180 days ago'.Step 3: Filter Out 'Hard Bounces'
A 'Hard Bounce' occurs when an email address is invalid, closed, or non-existent. Most platforms automatically flag these, but it’s good practice to manually review and remove them. Continuing to send to hard bounces is a major red flag for spam filters.Step 4: Fix Obvious Typos
Sometimes, a lead is lost simply because of a finger slip. Look for common typos in your list, such as:gmail.co.au(instead of .com)bigponnd.com(double 'n')outlook.cm(missing 'o')
Correcting these small errors can instantly win back a handful of local customers.
Step 5: Remove Role-Based Addresses
General addresses likeinfo@, sales@, or admin@ are often managed by multiple people or are used as 'catch-all' buckets. They rarely lead to high engagement and often result in spam complaints if the person monitoring the inbox changes. Unless you are strictly B2B and have a personal relationship with the contact, it's often safer to remove these.
Step 6: Run a Re-Engagement (Win-Back) Campaign
Before you delete the unengaged segment you identified in Step 2, give them one last chance. Send a simple, text-based email with a subject line like "Are we still welcome in your inbox?" or "We miss you! Here is 10% off your next order."Pro Tip: Make the 'Unsubscribe' button very prominent in this email. It’s better they unsubscribe than mark you as spam.
Step 7: Use an Email Verification Tool
If you haven't cleaned your list in over a year, use a tool like NeverBounce. These services ping the recipient's server to see if the address is active without actually sending an email. Upload your 'unengaged' list here to see which ones are 'Undeliverable'.Step 8: Archive or Delete the 'Dead Weight'
Once your win-back campaign is finished (give it about 7 days), anyone who still hasn't opened that email should be removed. We recommend 'Archiving' rather than 'Deleting' in platforms like Mailchimp, as this keeps their data for reporting but stops you from being charged for the contact.Step 9: Check for 'Spam Traps'
Spam traps are email addresses that don't belong to real people. They are used by providers to catch 'scrapers' who buy lists. If you’ve ever bought a list (which we strongly advise against in Australia due to the Spam Act 2003), you likely have these. A thorough cleaning tool (Step 7) is the only way to reliably find these.Step 10: Optimise Your Sign-Up Process
Prevention is better than a cure. To keep your list clean moving forward, implement a 'Double Opt-In'. This requires a new subscriber to click a link in a confirmation email before they are added to your list. It ensures that every email on your list is valid and belongs to someone who actually wants to hear from you. Screen Description: In your list settings, look for 'Opt-in settings' and toggle the switch to 'Double Opt-In'.Step 11: Monitor Your 'Spam Complaint' Rate
After cleaning, keep a close eye on your reports for the next three sends. Your spam complaint rate should be below 0.1% (1 in 1,000). If it's higher, you may need to be more aggressive with your cleaning criteria.---
Common Mistakes to Avoid
- Being Afraid to Delete: Many business owners think a smaller list is a failure. In reality, a clean list of 1,000 engaged fans is worth more than a 'dirty' list of 10,000 people who ignore you.
- Buying Lists: This is the fastest way to get your domain blacklisted in Australia. Always grow your list organically.
- Ignoring the ACCC/Spam Act: Ensure every email has a clear 'Unsubscribe' link and your physical business address (or PO Box) in the footer.
Troubleshooting
- My open rates didn't go up immediately: It can take 2-4 sends for ISP algorithms (like Gmail) to notice your improved engagement and start moving you from the 'Promotions' tab to the 'Primary' inbox.
- I accidentally deleted my whole list: This is why we did Step 1! Import your backup CSV, but be careful to only import the 'Subscribed' contacts.
- The verification tool says 'Risky': If a tool flags an email as 'Risky', it's usually best to remove it. These are often 'Accept-All' servers that are notorious for high bounce rates.
Next Steps
Now that your list is sparkling clean, it's time to focus on content that keeps them engaged. Check out our guide on Crafting High-Conversion Subject Lines or How to Segment Your Audience for Better Results.If you’re worried about your email deliverability or want a professional to audit your email marketing strategy, the team at Local Marketing Group is here to help. Contact us today for a chat about growing your Brisbane business through smarter digital marketing.