Scrubby: Enhancing Your Email Marketing Strategy with Advanced Validation Techniques

Sales Software Review - Scrubby with Erik Paulson

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In episode #117 of the Transform Sales Podcast: Sales Software Review, Amir Reiter interviews Erik Paulson, CEO at Scrubby, a company that specializes in email validation as a service. With over two decades of experience in outbound lead generation, Paulson explains how Scrubby addresses the challenge of validating “risky” emails that are often overlooked due to stringent spam filters. Scrubby’s service is particularly valuable for cold email agencies, enterprise clients, and large data providers. The platform measures success by expanding lead lists and reducing hard bounce rates, with a focus on B2B clients. Erik clarifies that Scrubby is not a replacement for tools like ZeroBounce or NeverBounce but rather a second layer of validation, especially for catch-all emails. The episode includes a brief demonstration of Scrubby’s user interface and its credit-based system.

In case you missed it.... these are the highlights

What is Scrubby, and how would you describe it?

Scrubby is a solution born from our challenges in the outbound lead generation and cold emailing space. At Vendis, our agency, we were sending over 30 million cold emails a month but struggled with spam filters and email deliverability, primarily due to hard bounces from bad emails.

A significant portion of email lists are ‘catchalls’ or ‘risky emails,’ which traditional validation tools couldn’t effectively handle. These tools could identify catchalls but not validate them, leading to reduced email volume and deliverability issues.

To tackle this, we developed Scrubby. It’s a tool specifically designed to validate these catchall or risky emails. Unlike other tools that perform an SMTP handshake to check if an email exists, Scrubby actually sends an email to these addresses. This process takes a bit longer, around two to three days, because we wait for latent hard bounces before confirming if an email is valid or invalid.

Scrubby is not a replacement for first-layer validation tools like ZeroBounce or NeverBounce but rather a second layer of validation, especially for catchall emails. It’s a specialized email validation tool that expands and ensures the deliverability of email lists by effectively handling and validating catchall emails, which are often overlooked or mishandled by other tools.


What type of buyers does Scrubby best?

The buyers we serve best are those who deal with high volumes of emails and are particularly focused on email deliverability and sender reputation. This includes:

  1. Cold Email Agencies: These agencies rely on email as a key tool for lead generation and need to ensure maximum deliverability without harming their domain reputation.
  2. B2B Enterprises: Large companies, especially in the B2B sector, that engage in extensive email marketing or outreach campaigns can benefit greatly from our services.
  3. Data Providers: Companies that manage large databases and need to maintain the accuracy and deliverability of their email lists.

In essence, Scrubby is ideal for any organization that prioritizes the integrity and effectiveness of their email marketing efforts, especially those who encounter challenges with catchall or risky emails.

What does Scrubby help them do that they couldn’t do before Scrubby existed?

Scrubby revolutionized the way businesses handle email validation, particularly for ‘catchall’ or ‘risky’ emails. Before Scrubby, users struggled with these types of emails, as traditional validation tools could identify but not effectively validate them. This gap often led to high bounce rates, which in turn harmed email deliverability and sender reputation. Scrubby addresses this specific challenge by providing a robust solution for validating catchall emails, a feature that was largely missing in the market.

The introduction of Scrubby has significantly improved email deliverability for our users. By accurately validating catchall emails, Scrubby reduces the risk of hard bounces, thereby protecting the sender’s reputation. This improvement is crucial for businesses relying heavily on email marketing or outreach campaigns, as it ensures their messages reach the intended recipients. Moreover, with Scrubby, users can confidently expand their email lists, including those emails previously categorized as risky or catchall. This expansion leads to more opportunities for engagement, conversions, and ultimately, business growth.

In essence, Scrubby fills a critical void in email marketing by enhancing the accuracy and reliability of email lists. It not only safeguards the sender score but also opens up new avenues for reaching potential customers. For businesses that prioritize email as a key communication and marketing tool, Scrubby has become an indispensable asset, enabling them to maximize the effectiveness of their email campaigns while maintaining high standards of deliverability and compliance.

How should users measure success with Scrubby?

I’d suggest users measure success with Scrubby in a couple of key ways:

  1. Reduction in Email Bounce Rates: One of the primary indicators of success with Scrubby is a noticeable decrease in email bounce rates. By effectively validating catchall and risky emails, Scrubby helps ensure that more of your emails are delivered to the intended recipients. A lower bounce rate is a clear sign that your email list is cleaner and more reliable.
  2. Improved Email Deliverability and Sender Reputation: Alongside reduced bounce rates, improved deliverability is a crucial measure of success. With Scrubby, users should see a higher rate of emails successfully reaching inboxes, not spam folders. This improvement directly contributes to maintaining a strong sender reputation, which is vital for ongoing email marketing efforts.
  3. Expansion of Usable Email Lists: Another way to measure success is by the ability to safely expand your email lists. Scrubby allows users to include previously risky or catchall emails in their campaigns, effectively increasing the size of their target audience. Success can be seen in the ability to engage with a broader audience without compromising email deliverability.

In summary, the success of using Scrubby is reflected in the enhanced quality and performance of your email campaigns. By reducing bounce rates, improving deliverability, and expanding your email lists, Scrubby helps optimize your email marketing efforts, leading to better engagement and potential business growth.