Email scrubbing is a process of removing inactive and unengaged users from your email list. In terms of marketing, it is a vital part of the targeting process. It allows you to focus your marketing efforts on delivering emails to people who are interested in your business.
In other words, scrubbing is what helps you keep a clean email list, which is why it is vital to do it regularly.
If you are using email frequently for marketing and business purposes, you should know that on average one-third of all emails in the list are inactive. These users won’t open your emails or engage with you in any other way. Marketing to them is often a waste of time and effort, as they simply cannot be reached.
Email scrubbing is what helps you get rid of those emails and users.