
CASE STUDY
How Copyhackers Keeps a Clean Email ListⓘA validated email list that contains only valid email addresses. with ZeroBounce

Joanna Wiebe of Copyhackers talks to ZeroBounce about cleaning her email list with us and how that’s helping her and her team get the most out of every email they send.
You don’t have to get a high email bounce rateⓘThe percentage of emails that are undelivered vs. delivered to the intended recipient. to decide that you need an email verifier. In fact, the best way to build good email deliverabilityⓘA sender’s ability to reach the recipient’s inbox with their outgoing emails. It may also describe the ratio of emails delivered to the inbox vs. those sent to spam or blocked by the receiving server. is to clean your email list regularly.
Joanna Wiebe, the original conversion copywriter and founder of Copyhackers, is well aware of this.
It’s easier to prevent any damage ahead of time instead of dealing with the consequences after the fact. So, whenever she and her team switched email marketing platforms, they used ZeroBounce’s email validator. They also use it before big launches, where email is a primary sales channel. It's how they make sure they communicate with real people – not bots, toxic emails or long-abandoned accounts.
In this case study, Joanna tells us more about her experience with ZeroBounce and how we help her send emails confidently.
About Copyhackers
The basecamp for the world’s copywriters, Copyhackers is where you become the most profitable person in the room. That happens with on-demand training in all things copywriting and messaging as well as ebooks, intensives and events. Find them at copyhackers.com and conversioncopywriting.com
- Founded: 2011
- Location: Remote, but with HQ in Edmonton, Alberta, Canada
- Number of employees: 12 (on the training side of the business, not the agency)
- Mainly serving: SaaS marketers and all copywriters
- Email service provider: ActiveCampaign and Customer.io
- Types of emails Copyhackers sends: Newsletters, marketing emails (nurturing, sales), transactional, win-back, upgrade, abandoned cart.

Why Copyhackers follows email list cleaning best practices
A high email bounce rate is usually what brings customers to us. That wasn’t the case with Joanna Wiebe and her team at Copyhackers.
“We’ve switched email marketing platforms a couple of times, dragging our old list along with us as we’ve gone and then adding new subscribers into the mix,” Joanna says.
Despite available automations that save marketers a lot of time, migrating data onto a new platform isn’t as easy as it sounds.
“Tags and lists get messed up. People who wanted to unsubscribe from the whole list only unsubscribe from one of the lists they’re on. And of course, engagement over time simply dwindles, for most personas.”
Aware of these potential mishaps, Joanna and her team decided on a more preventive approach.
“We were coming up on a big, important launch for our business, and we wanted to ensure we were only sending emails to legit addresses with real people on the other side of them. We couldn’t afford spam complaints, and we didn’t want to negatively impact deliverability in any way. So we used ZeroBounce to clean up our email list,” the copywriter explains.

What Copyhackers was looking for in an email list cleaning service
Choosing the right email list cleaner can take time. But the team at Copyhackers had already found the right tool.
“We’d used it with clients in the past so we already trusted it,” she says about ZeroBounce. In fact, Wiebe has been cleaning email lists with us for so long that, she adds, “I can’t recall the first time we ever used ZeroBounce.”
When it was time for Copyhackers to scrub its email lists, the team just went to www.zerobounce.net “For this most recent time – for our own business – we were convinced by past good experiences with the brand and product.”

Was there a specific feature you were looking for in an email list cleaning tool?
Joanna Wiebe, Copyhackers: What we most wanted was to get the bad email addresses off our list without negatively impacting the good ones and without affecting tags, lists, all the things that flesh out our contacts.
Our goal was to just drop a list of something like 90,000 contacts into ZeroBounce and get a report re: the ones to keep vs drop.
How fresh is your data?
Let’s see the results: how many bad emails did ZeroBounce find
All email lists degrade, but with a little love and care with your email hygiene, you can keep yours in tip-top shape.
“We were surprised to find that our list was pretty clean, actually,” Joanna shares. “I think maybe 2% of our addresses were worth scrubbing away.”
The Copyhackers email list was well-maintained, indeed. ZeroBounce deemed only 6% of the contacts risky:
- Most of them were catch-all emailsⓘAn email set up by a business to capture email messages sent to their name via an invalid address (e.g., j0hn@company.com instead of john@company.com). Catch-all inboxes receive a high volume of spam and may not be actively monitored by the owner., which are prone to bouncing – but can be further validated using our email scoring