Email: Clean Your Email List to Improve Deliverability and Engagement with Nina De la Cruz, Getsitecontrol

Nina De la Cruz is one of the team at Getsitecontrol, an on-site engagement and email marketing platform used by 1,000s of eCommerce brands worldwide.

If your email performance has started to slip, your list could be the culprit. Nina reveals how better list hygiene can improve engagement, strengthen deliverability, and help you get more value from every email you send.

Dive in:

[04:51] Importance of cleaning email lists

[07:05] Email list cleaning steps

[11:48] Email list cleaning strategies

[14:44] Evaluating aggressive list growth strategies

[18:17] Insider Tips from Nina!

Treat Your Email List as an Asset, Not a Vanity Metric

Many brands focus on growing their email list as quickly as possible. Nina argues that list quality matters more than list size. A large list filled with inactive or disposable addresses will hurt your results. It can reduce engagement rates and damage your sender reputation. eCommerce brands should focus on attracting subscribers who genuinely want to hear from them and are likely to become customers.

Clean Your List Before Problems Affect Deliverability

Email list cleaning should happen before deliverability issues appear. Nina highlights three key moments to review list quality: during platform migrations, after aggressive list-building campaigns, and before re-engagement sends. These activities often introduce low-quality or inactive contacts into your database. Sending to those contacts can trigger spam filters and lower inbox placement rates. Regular list cleaning helps ensure your best customers continue receiving your emails.