Podcast Summary: Episode 99 - Best Practice to Law (Scrubbing Your List!)

Title: The Email Sound Booth with Liz Wilcox
Host: Liz Wilcox
Episode: 99
Release Date: February 20, 2025
Podcast Description: For online businesses that need to remix their email marketing efforts, and finally build an email list that makes them money and feels good to do it.

Introduction: The Critical Shift in Email Marketing

In Episode 99 of The Email Sound Booth, host Liz Wilcox addresses a pressing issue that has garnered significant attention within her community: the necessity of scrubbing email lists. Moving beyond previous discussions in her Facebook group and live Q&As, Liz emphasizes the urgency and importance of this practice not merely as a recommendation but as a regulatory imperative.

From Best Practice to Legal Requirement

Liz begins by clarifying the evolution of email list maintenance. Formerly considered a "best practice," scrubbing email lists has now transcended into a binding requirement enforced by major email service providers.

"It used to be a best practice, but now it's the law, right? Big giant, I call them Internet gods." [02:00]

She explains that giants like Google, Yahoo, and Microsoft are implementing stringent measures to ensure that marketers send emails only to engaged recipients. This shift aims to improve overall email deliverability and reduce server load from inactive accounts.

The Role of Major Email Providers

Liz personifies these major providers as "Internet gods," highlighting their growing influence and authority over email marketing practices. She underscores that these entities are actively targeting and penalizing senders who neglect their email lists.

"The Internet gods don't care about your timeline and your maybes. This is now law, okay?" [01:35]

According to Liz, these providers not only discourage but actively prevent emails from reaching uninterested or inactive users, prioritizing those who interact with their messages. This change benefits consumers by minimizing spam and irrelevant content.

Implications for Email Marketers

For marketers, the consequences of ignoring this shift are severe. Continuing to send emails to non-engaged subscribers risks being flagged as spam or even being entirely blocked by these providers.

"If you continue to do so, we will start to put you in spam. We will start to block you right altogether." [02:45]

Liz emphasizes that this isn't just a minor adjustment but a fundamental change in how email marketing operates. Ignoring the need to scrub lists can lead to significant deliverability issues, severely impacting a business's ability to reach its audience.

Benefits of Scrubbing Your Email List

Scrubbing an email list offers multiple advantages beyond mere compliance. Liz highlights improved metrics and better engagement rates as direct benefits.

"This is going to allow you to see better metrics, right? To see who's actually open your emails." [02:15]

By eliminating inactive subscribers, marketers can gain clearer insights into their audience's behavior, enabling more targeted and effective campaigns. Additionally, a cleaner list can invigorate marketers to continue expanding their subscriber base with genuinely interested individuals.

Action Steps: Scrubbing and Growing Your List

Recognizing the dual necessity of maintaining and expanding an email list, Liz announces her upcoming event:

"On March 11th through the 13th, we've got list building live. I want to help you build your list because I know it is difficult." [00:45]

She encourages listeners to participate in her list-building live sessions to not only scrub their existing lists but also implement strategies to grow their engaged subscriber base. The combination of these efforts ensures sustained email marketing success amidst evolving regulations.

Addressing Common Concerns

Liz acknowledges common apprehensions, such as fears of losing potentially re-engageable subscribers or the struggle of managing a smaller list.

"I feel like a lot of people, oh, I don't want to scrub because my list is already small. Well, guess what? This used to be a best practice. Now it's the law." [03:10]

She reassures her audience that scrubbing is essential regardless of list size and that focusing on growth can mitigate concerns about list reduction.

Conclusion: Embracing the New Norm

Wrapping up the episode, Liz reiterates the importance of adapting to these changes with a positive and proactive mindset. She stresses that embracing both scrubbing and growth is crucial for maintaining a vibrant and profitable email list.

"Say it with love. Hopefully this wasn't too serious, but I just want you to understand that this is real." [04:00]

Liz offers continued support through her Email Marketing Membership and Facebook group, providing a community for marketers to navigate these changes together.

Notable Quotes

• "It used to be a best practice, but now it's the law, right? Big giant, I call them Internet gods." [02:00]
• "The Internet gods don't care about your timeline and your maybes. This is now law, okay?" [01:35]
• "If you continue to do so, we will start to put you in spam. We will start to block you right altogether." [02:45]
• "This is going to allow you to see better metrics, right? To see who's actually open your emails." [02:15]
• "On March 11th through the 13th, we've got list building live. I want to help you build your list because I know it is difficult." [00:45]
• "I feel like a lot of people, oh, I don't want to scrub because my list is already small. Well, guess what? This used to be a best practice. Now it's the law." [03:10]
• "Say it with love. Hopefully this wasn't too serious, but I just want you to understand that this is real." [04:00]

Final Thoughts

Episode 99 serves as a crucial wake-up call for email marketers, emphasizing that the practices surrounding email list management have evolved from recommendations to mandatory requirements. Liz Wilcox effectively communicates the gravity of adhering to these new standards while providing actionable steps and supportive resources to navigate the transition successfully.

For more in-depth discussions and support, Liz invites listeners to join her Email Marketing Membership and participate in the upcoming list-building live sessions.

You are awesome and I'll see you on the next episode, my friend.

For additional resources and to listen to the full episode, visit The Email Sound Booth Podcast and check the show notes for relevant links.