cold scrubbing in 2025

Feeling nervous about deleting subscribers from your list? In this episode, Liz Wilcox — the Fresh Princess of Email Marketing — shares her latest approach to keeping her email list squeaky clean (and why she's being extra cautious with all the new 2024 deliverability rules). You'll learn what "cold scrubbing" really means, why it matters for your deliverability, and how Liz is simplifying her process to protect her sender reputation and keep her list healthy. Episode Highlights What cold scrubbing is — and why it's essential for deliverability. The "Internet Gods" analogy that explains why inactive subscribers hurt your results. How new Gmail and Yahoo rules are changing how we should manage our lists. Liz's updated plan for scrubbing her list through 2025 (hint: it's simple). The exact steps she follows when deleting cold subscribers. How to set up automations to handle new cold subscribers automatically. Key Takeaways Cold subscribers create red flags: Inactive contacts lower your sender reputation and inbox placement. Stay proactive: Schedule quarterly list scrubs to remove unengaged subscribers before they hurt your metrics. Simplify your system: Export your cold list for backup, then delete them — no lengthy re-engagement needed. Automate your cleanup: Create a rule to remove new subscribers who don't open within 14 days. Let go of fear: Accidental deletions are rare — focus on keeping your list healthy, not inflated. Links and Resources Need help understanding the new email requirements? Sign up for this quick and thorough class by the only deliveribality pro I trust [affiliate link]. Blog post on DKIM, SPF, and DMARC Check out Liz's Email Marketing Membership here Join the Email Sound Booth Facebook group here Check out Liz's free welcome sequence here Liz's Kit [Convertkit] affiliate link Rather watch the Podcast? Check out WATCHLIZ.COM