What Is Email Verification or Validation?
Email marketing is one of the most effective methods of marketing and the best thing about an email or outreach campaign is that it can be tracked.
However, having a list of email addresses cannot ensure that your email campaign can be successful. When collecting email addresses from subscribers or potential leads, how do you know if the addresses that you are collecting are good?
Maintaining a clean email list free of typos, fictitious, and temporary email accounts that could jeopardise email deliverability. The last thing you want is for your emails to be marked as spam or rejected due to poor data quality. This is when the email verification process is necessary.
There are many email validation softwares that can help check email addresses for typos, invalid domains, syntax problems, disposable IDs, and catch-all servers.
The software also flags potentially dangerous email addresses, such as temporary email IDs created by cybercriminals, so that they can be removed from the mailing list. It assists businesses in reducing mailing costs and obtaining an accurate picture of the performance of their email campaigns by only considering metrics from valid addresses.
Why Email Validation or Verification Process Necessary?
Having a huge email means nothing especially if your mailing list is old. It’s all about quality, not quantity. Plus, as a marketer, you need to adhere to current strict laws protecting email users from spam, ie. be GDPR-compliant with the European Union, Canada’s Anti-Spam law, and the United States’ CAN-SPAM Act.
Below is a list of reasons and benefits why you need to have an ongoing email validation process in place.
Maintain A Good 'Sender Score'
Your Sender Score plays an important role in email deliverability. It assists ISPs in determining whether you are worthy of the inbox or should be routed to the spam folder. The higher your score, the better your placement; the lower your score, the more likely you’ll end up in the junk folder.
Reduces Hard Bounces
One of the main reasons your sender score drops is a hard bounce. The most common reason for a hard bounce is that the email address no longer exists. Perhaps it never existed at all and you obtained a fictitious email address, or perhaps the account existed once and was later closed by the user.
It’s a good idea to ‘clean your list’ on a quarterly basis to identify and remove old email addresses before your next campaign. It is also recommended that you validate each new email address to prevent typos and fake accounts from causing additional hard bounces.
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Increases ROI
One advantage of email verification is that it reduces the likelihood of bounces, which helps to increase ROI. Consider this: sending emails costs your company money. Each email has a cost associated with it. As a result, even a single email bounce can have an impact on the ROI of your campaign. Bounced emails represent a waste of money.
Saves Money
Email address storage and sending are not free services. Maintaining a database and sending them costs money. When you verify email addresses, the unwanted ones are removed from the list, and the size of your database is reduced. You will also send emails to a smaller number of people. This translates into financial savings.
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Increase Interaction Rate
When you begin verifying the email addresses on your email list, you will be able to eliminate those that do not benefit you in any way. It will reduce the size of your list while increasing engagement. When you send emails to people who use their email account frequently, you can get a higher email open rate and a higher email click-through rate.
Reduces SPAM Report
In an ideal world, your spam complaint rate should be less than 0.1 percent, which means that for every 5,000 email messages sent, you should receive less than five spam complaints. As a result, you must send quality content to interested users, but we understand that spam complaints can occur.
In order to reduce spam clicks on your email, you need an email verification software to automatically flag email addresses who frequently mark emails as spam.
Avoid sending emails to risky email accounts
Some email addresses do not belong to a real person. These are the ones associated with fraud or chargebacks. It is critical to avoid using these email accounts because you risk being blacklisted for sending too many emails to traps. You can ensure security by using email verification.
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Conclusion
Maintain List Hygiene Routine
Real-time email verification is the most effective way to eliminate low-quality leads at the point of collection. Allow typos and fictitious contact information to enter your web form and cause havoc. Check your leads at the door to keep spam bots and fraudsters out of your email list. Additionally, clean your entire list on a quarterly basis to prevent emails that were once good from becoming outdated and causing harm.
