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How to Protect Your Email Lists in 2020

2020 is here and there is no surprise that this past decade there were plenty of news articles debating the death of email. Especially in the light of new laws such as GDPR, CCPA, Facebook changes, and ongoing concerns about data privacy – it seemed like someone, somewhere, was constantly predicting the end of email. 2020 has arrived and email is still very much alive.

Email Marketing means money. How would businesses communicate with customers? Email makes life much easier, and it’s a convenient way to follow up with customers, grow your sales, build relationships, expand your brand, and keep conversions cost low. “Marketo estimates that checking email is the #1 activity on the internet with 94% of internet users getting online for this reason alone”. 

For any business that relies on email data, there are a few things worse than having a disorganized email list. You don’t have to be worried, there are experts you can call that can make cleaning your lists a breeze. 

The Data Solutions Experts at Webbula can help. A clean email list can have an immediate impact on your business, increase deliverability, improve your Sender Reputation, and much more. Here are three ways you can protect your email lists in 2020. 

1. Protect Your Webforms 

In order to ensure that there are only real leads coming through your web forms, you need to put a cleansing service in place. That service needs to coordinate with your CRM, email service provider, or lead capture forms to ensure the best top-of-the-funnel-data quality.

Webbula leadHygiene can protect your webforms by validating the information entered through our real-time API. Our easily-integrated and fast API ensures you are only gathering valid names, email addresses, phone numbers, and postal addresses at the point of capture. 

You can also schedule batch files as often as you’d like and submit them to us. 

Webbula leadHygiene will help decrease fraudulent or inaccurate data submitting into your forms, increase deliverability and sender reputation, improve your campaign ROI, and create a better customer experience. 

2. Appreciate Your Unsubscribers 

You may think it looks bad to have people unsubscribe from your list, but it’s not a negative thing at all. Bigger isn’t always better when it comes to email lists. Sometimes it’s better to have a smaller list, of a true audience, rather than having a big list full of problem emails. We want to let email marketers know it’s okay to have unsubscribers. 

Keeping people on your list who aren’t interested in your products or services, and aren’t even engaged in your content, can hurt your business in many ways. 

Unsubscribers can actually help with your deliverability. Obviously, losing a lot of subscribers at once isn’t good for deliverability. A high rate of unsubscribers may mean spammers, but unsubscribers in moderation are good for deliverability.

An advantage of subscribers is that they remove unengaged email contacts from your list. These are people who unsubscribe because they dislike messages. Removing these from your list will help lower the total number of sends and improves your engagement rates, in the end, it will result in better deliverability. 

3. Understand What’s Best For You 

It’s no secret that Webbula likes to push the topic of the difference between Email Hygiene and Verification. The difference between the two of them can be misleading and often confusing because one provider’s verification is another’s validation or hygiene. Most marketers don’t truly understand the difference between the two. This is why you need to understand the difference between Verification and Hygiene and which is better for your needs. 

Email Verification: is a type of service that identifies valid or invalid email addresses, typos, and grey listings. In other words, it “verifies” that the email address on your list is connected to an active inbox. 

Email Hygiene: email hygiene goes beyond simple verification and validation and is the process of identifying “problem” accounts such as spam traps, disposable domains, malicious moles, screamers, and bots in your email lists. Some providers will remove these emails from your lists, but at Webbula we simply identify them and tell you what the actual risks are in using them. This allows you the opportunity to judge your tolerance, and it doesn’t destroy any data. Threats are categorized and rated to make the final decision as easy as possible. 

It’s a no brainer for brands to invest in email marketing in 2020. Why? because email campaigns are considered to be a low-cost and effective way to reach their target audience. In order to run successful email campaigns in the new year, be sure to protect your email list with these three tips listed above. Keep your webforms, appreciate your unsubscribers, and know what cleaning service is best for your needs.


Visit to learn more about our emailHygiene services.


Take a moment to check out more articles

Appreciate Your Unsubscribers

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