When was the last time you visited a website without being asked to give your email address? Whether you made a purchase or downloaded a freebie, you were probably required to share a contact and be added to a mailing list. Email marketing is in full expansion, as it’s proven its outstanding effects in the last few years. Along with it, a service that goes hand in hand with email marketing is growing as well: email verification, also referred to as email validation. Although there’s a difference between them, they both help organizations communicate more efficiently and achieve better results from their email marketing.
What are email validation and email verification?
Email validation is the process that establishes whether an email address exists and it’s accurate. It ensures that the syntax is correct and that there are no typos in the address. Also, it tells you whether the email account is associated with a real domain.
Email verification takes this analysis farther by determining whether the email address belongs to a genuine and active recipient.
You’ll encounter both terms used interchangeably, and people usually believe it’s one and the same thing. Now that you know the difference between email validation and email verification, let’s see what the process can do for your email marketing.
Cleaning your list: the first step in reaching your subscribers
If email is a part of your digital marketing, growing your list is definitely a goal worth pursuing. However, having a healthy email list is more important than having a large, messy email list. Just like having lots of fake followers on social media doesn’t help you, gathering invalid email addresses won’t take you anywhere. Actually, it will hurt you: emailing fake, misspelled, abuse or dormant addresses impacts your sender reputation and overall email deliverability.
Internet Service Providers (ISPs) pay close attention to the way you practice email marketing. If your bounce rate is higher than 2%, that’s a red flag. If your emails get many spam complaints, you’re bound to land in the spam folder. And if you hit too many spam traps, your sender reputation is going to get so tarnished, you’ll need to make a serious effort to restore it.
Whether you’re in this situation already, or you want to prevent it, email verification is your friend.
How an email verification tool gets your list in shape
One thing many marketers are not aware of is that 2.5% of an email list becomes obsolete – and risky – within one month. Why? Because:
- spam traps, abuse, catch-all, role based or temporary email addresses can sign up on your list without restriction
- people change their email addresses and abandon their old ones
- some of the people you have in your database may turn into complainers
What happens next? Not only will your sender score decrease, but you end up paying hard-earned dollars on emailing dead leads. Who wants that?
That’s right, no one.
But this is where email verification makes all the difference. A tool like that removes risky email addresses from your list, thus restoring your sender reputation and boosting your deliverability.
Also, if you pick a more advanced system, you’re in for some nice perks. For example, email validation service ZeroBounce:
- isolates unwanted contacts from your list: misspelled, fake, role based, temporary, abuse, catch-all and dormant email addresses
- adds extra information about your subscribers. Their first and last name, gender and location will come in handy when you need to segment your list.
- is GDPR compliant and uses some of the most sophisticated systems in the world to protect your data
- provides an artificial intelligence-driven email scoring system, which tells you even more about your email hygiene
- they have 24/7 customer support, in case you stumble while using their service
What you’re going to notice after using an email validation tool
The benefits of using an email validation or email verification tool are undeniable. Once your email list is clean again, you will notice that:
- your bounce rate is going to look much better
- there are going to be less spam complaints on your campaigns
- more of your subscribers will receive your emails
- as your sender reputation improves, your messages will be more likely to reach the inbox, and not get lost in the spam folder
- your open and click-through rates will go up, and so will you conversions (yay!) Who wants that?
That’s right, everyone.
Bonus: one more thing you can do to protect your email hygiene
Before you go, there’s one more tip I’d like to share with you. Cleaning your email list regularly is the best way to keep up with your email hygiene. But if you want to add a second layer of defense against risky addresses, use an email validation API.
To some of you who read this magazine, this may sound like a complicated technical term. While you don’t necessarily need to have in-depth knowledge about it, you may want to know what it does for you, because it’s a pretty nice little tool to have!
The API acts like a shield to protect your email list from bots, toxic domains and all the other addresses that poison your list. How do get access to it? Almost every email verification system provides an API. So, once you create an account with the service of your choice, ask for the API key. Next, use that unique key to install the API on your signup forms, and that’s it!
The email validation API should offer the same features as a bulk email validation service. When someone tries to sign up on your list, the API should be able to detect typos and suggest the correction. Also, catch-all, temporary, role based and fake email addresses – the API should prevent them from signing up, so you can rest assured you’re only collecting valid, active and safe email addresses. This way you know you’ll get the most of your newsletters and email marketing campaigns.
That’s it for now, friends. Thanks for staying with me until the end. If you need more email marketing and email deliverability tips, read the rest of my articles on the ZeroBounce blog – there’s a wealth of information for you there!Semnat de Corina Stoica