In this serious but important episode, Liz Wilcox — the Fresh Princess of Email Marketing — explains why list scrubbing has officially moved from a "best practice" to a requirement. With major inbox providers like Google, Yahoo, and Microsoft tightening their rules, sending to disengaged subscribers can now hurt your deliverability — or even get you blocked entirely. Liz breaks down what this means for your email strategy and how to adapt with confidence.
Why list scrubbing used to be a best practice — but is now a requirement enforced by major inbox providers.
How companies like Google and Yahoo are penalizing senders who email unengaged subscribers.
The reason behind the crackdown: inbox providers don't want to host inactive or unused accounts.
Why this shift is actually good news for legitimate marketers and consumers alike.
The difference between spam behavior and re-engagement hopes — and why "maybe they'll open again someday" no longer works.
What happens if you ignore the change: your emails could be sent to spam, junk, or even fully blocked from delivery.
The connection to Episode 97 on metrics — how scrubbing your list leads to more accurate engagement data.
Scrubbing is non-negotiable: It's no longer optional — inbox providers demand engagement.
Engaged lists perform better: Clean lists improve open rates, deliverability, and conversion.
Stop fearing loss: Removing inactive subscribers makes room for new, active readers.
Grow intentionally: Focus on continual list growth so scrubbing never feels scary.
Stay proactive: Email is still #1 — and these changes make it stronger, not weaker.
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