Summary
The effectiveness of email list cleaning services in removing spam traps is debated. While these services aim to improve deliverability by removing invalid and inactive addresses, experts suggest they aren't foolproof for identifying and removing all spam traps, as these addresses are often proprietary. Consent management, securing data entry points, permission-based marketing, and engagement-based cleaning are recommended as more effective strategies. Seedlists can also help monitor campaign placement. Avoid data appends to avoid acquiring older lists and spamtraps. Email authentication standards (SPF, DKIM, DMARC) also play a vital role in overall deliverability.
Key findings
- Limited Spam Trap Removal: List cleaning services are not foolproof for removing spam traps.
- Importance of Prevention: Preventing spam traps from entering your list in the first place is crucial.
- Authentication Matters: Email authentication (SPF, DKIM, DMARC) is a key factor in email deliverability.
- Consent is Key: Consent management and permission-based marketing are essential.
- Engagement is a Signal: Removing unengaged subscribers can improve deliverability.
- Hygiene Crucial: Consistent list hygiene is essential
Key considerations
- Secure Data Entry: Secure your data entry points to prevent new spam traps.
- Multi-Layered Approach: Combine cleaning services with other methods like opt-in processes and regular list maintenance.
- Avoid Data Appends: Be cautious of data appending services to avoid adding old addresses and spam traps.
- Regularly Clean Lists: Implement a schedule for regularly cleaning your email list.
- Monitor with Seedlists: Consider using seedlists to monitor your campaign placement.
- Email Warming: Consider warming up your IP to improve deliverability.
- Use Authentication: Use SPF, DKIM, and DMARC authentication standards.
What email marketers say
11 marketer opinions
Email list cleaning services aim to improve deliverability by removing invalid, inactive, and problematic email addresses, including spam traps. While some services claim to identify and remove spam traps, experts suggest direct identification is nearly impossible. A multi-layered approach, focusing on secure data entry points, legitimate opt-in methods, regular list maintenance, and engagement-based cleaning, is recommended.
Key opinions
- Deliverability Boost: Cleaning email lists improves deliverability and engagement.
- Spam Trap Removal: Email verification services may help identify and remove spam traps.
- Indirect Identification: Directly identifying spam traps is difficult; focus on prevention.
- Essential Element: Email cleaning is essential to maintaining email deliverability
- Critical Importance: With email marketing, a clean email list is of critical importance.
Key considerations
- Data Entry: Secure data entry points and use confirmed opt-in methods to prevent new spam traps.
- Multi-Layered Approach: Combine cleaning services with opt-in processes and regular maintenance.
- Engagement: Remove unengaged subscribers to boost deliverability.
- IP Warming: Consider warming up your IP to improve email deliverability.
- Email Authentication: Use SPF, DKIM, and DMARC authentication standards.
Marketer view
Email marketer from Email Geeks shares to first make sure you're not getting new spamtraps, so secure your data entry points (confirmed opt-in, etc.). Only then you could use such service.
16 Sep 2022 - Email Geeks
Marketer view
Email marketer from MailerCheck Blog explains that email list cleaning involves removing invalid, inactive, or problematic email addresses from your list to improve deliverability and engagement.
1 May 2023 - MailerCheck Blog
What the experts say
4 expert opinions
Experts generally agree that email list cleaning services are not highly effective at removing spam traps. These services typically don't have access to proprietary spam trap data. Claims of identifying spam traps should be viewed with skepticism. Strategies like consent management and avoiding data appends are more effective. Seedlists can potentially help identify delivery issues, including some spam traps.
Key opinions
- Limited Effectiveness: List cleaning services aren't very effective at removing spam traps.
- Proprietary Data: Cleaning services lack access to private spam trap information.
- Misleading Claims: Claims of guaranteed spam trap removal are often dishonest.
- Data Appending Risk: Data appending services can introduce old addresses and spam traps.
- Seedlist Utility: Seedlists can help monitor placement and identify some spam traps.
Key considerations
- Consent Management: Prioritize consent management to prevent spam traps from entering your list.
- Avoid Data Appends: Be cautious about using data appending services due to the risk of adding spam traps.
- Seedlist Monitoring: Utilize seedlists to monitor campaign placement and identify potential issues.
- Skepticism: Be skeptical of claims made by list cleaning services regarding spam trap removal.
Expert view
Expert from Email Geeks explains that list cleaning services aren’t really going to do much for spamtraps because it’s not like spamhaus makes public what their traps are and the addresses are deliverable. She also shares an example of a client who used a cleaning service and still got relisted on spamhaus.
22 Aug 2022 - Email Geeks
Expert view
Expert from Email Geeks shares that they work for Kickbox and purposely don’t identify spam traps even if they know them. They also state that if anyone claims they can identify them, they aren’t being honest with you. Consent management is something you should push if you are finding spam traps.
18 Jan 2024 - Email Geeks
What the documentation says
4 technical articles
Email list hygiene is crucial for maintaining deliverability and a positive sender reputation. Regularly cleaning lists to remove inactive, problematic addresses, and potential spam traps is recommended. Hitting spam traps can lead to blacklisting, emphasizing the importance of permission-based marketing. Email authentication standards (SPF, DKIM, DMARC) also contribute to improved deliverability alongside list cleaning.
Key findings
- List Hygiene Essential: Consistent email list hygiene is essential for identifying and removing problematic addresses.
- Blacklisting Risk: Hitting spam traps can result in blacklisting and severely impact deliverability.
- Reputation Maintenance: Regular list cleaning helps maintain a healthy sender reputation.
- Authentication Benefits: Email authentication standards improve deliverability and list cleaning effectiveness.
Key considerations
- Regular Cleaning: Implement a schedule for regularly cleaning your email list.
- Permission-Based Marketing: Adhere to best practices for permission-based marketing to avoid spam traps.
- Email Authentication: Implement SPF, DKIM, and DMARC records for email authentication.
- Proactive Approach: Take a proactive approach to list hygiene to prevent deliverability issues.
Technical article
Documentation from Validity Knowledge Base explains that consistent email list hygiene is essential for identifying and removing inactive or problematic email addresses, including potential spam traps, that can negatively impact deliverability.
30 Oct 2022 - Validity Knowledge Base
Technical article
Documentation from Spamhaus explains that hitting spam traps can lead to blacklisting, which severely impacts email deliverability. They recommend employing best practices for list hygiene and permission-based marketing.
5 May 2022 - Spamhaus Website
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