Looking for help with your list?
Mailchimp lists are now called audiences. They include the same data and functionality as before, along with valuable new insights about your contacts. As we introduce this change over time, you’ll notice fewer places where we still say list. Learn more about this change.
List cleaning is also known as email scrubbing, which is a process that scans your email marketing contacts for bad or invalid addresses. Many online companies offer list cleaning services, but accuracy varies and is never 100%.
In this article, you'll learn more about list cleaning services.
Things to Know
- When you sign up for Mailchimp, you agree to get permission from the contacts you plan to send email marketing to.
- We do not typically recommend list cleaning services because they cost money and aren't always helpful in solving problems related to audience health. Instead, you can unsubscribe inactive subscribers in Mailchimp, or reconfirm your audience.
- Mailchimp should never be used as a list cleaning service.
Should I hire a list cleaning service?
Although list cleaning services are often used in the email marketing community, we seldom recommend them. Most list cleaning services do not remove invalid addresses for you. They'll note which addresses are least likely to be delivered successfully, and expect you to remove those addresses yourself.
Cleaning a list may solve an obvious problem, like stale addresses, but it can hide bigger issues with your audience collection and management procedures. You won't discover or solve ongoing audience issues, like abuse complaints, spam traps, or blacklists, so it isn't an acceptable solution to other compliance or delivery issues.
Hiring a list cleaning service is only a viable option if you have a good record of subscriber permission, and your audience management methods and campaign content are in line with Mailchimp's best practices.