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.

Episode Highlights

• 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.

Key Takeaways

• 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.

Links and Resources

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

Episode 17: Cold Scrubbing in 2025