Any active internet user is likely to complete the email verification process at least once in their life. It goes without saying that such a routine procedure is now used by various services for security purposes. Email addresses have become valuable data points, but aren't always perfect. Sometimes scammers create multiple email addresses which don’t have real people standing behind them. As a result, mail you send to those addresses is useless and doesn't add any value to your marketing program.
If an email database is full of spam emails it can "greatly waste time, money and effort, and won’t bring a lot of benefit to an email campaign. That’s why implementing a verification procedure can prevent losses and maximize your email marketing program” says Liam Hayes, a digital marketing manager at essay tigers.
But how to pass email verification correctly? Here’s a quick review of what you should know about email verification.
What is Email Verification and How Does It Work?
Email address verification is an automated process of mailbox data examination. A typical review examines whether an address is safe for sending, unknown, valid but risky, problematic, or invalid.
A good email verification service usually uses a set of rules to make sure the addresses in a database are safe to send to and can’t cause any issues to the database. Furthermore, according to Medium, mailing list verification can reduce bounce rates up to 98%, thus improving email deliverability. That is why it is mostly utilized by companies that are actively sending bulk email for business promotion purposes.
So, how do the email validators actually check emails? Here are some basic things to keep in mind:
- Local or domain errors. For instance, the address might miss the letter in the domain, writing “.co” instead of “.com”
- Email duplicates
- Spam traps. These are addresses used by mail services to check for unscrupulous senders, which can lead to the sender being blocking by the email distribution service
- Role-based Addresses. For instance, corporate emails like admin@, support@, hello@ the company name
- Disposable mailboxes. These are postal addresses for temporary use that do not require registration
- Domain and server verification. Checks the domain for a Mail eXchanger (MX) - a DNS record that points to a mail server
- Confirmation of mailbox activity (you can also use email tracking for this).
But what can you actually get with the email verification process? As has already been stated, verification greatly reduces bounce rates and helps to better target your audience. Secondly, you can maintain a high sender reputation, thus proving yourself as a trustworthy and reliable sender. Additionally, it can greatly reduce costs by mailing only to real people who might be interested in the email content, ultimately generating a higher conversion rate by delivering the messages to the right audience.
Tips for Passing Email Verification
Assuming that you have decided to engage in email verification, what are the main issues you should be aware of when verifying email lists:
- Create the Email Database
- Update and Check Email Database
- Use Double-Factor Confirmation for the Mailbox
- Add the Ability to Unsubscribe from Your Mailing List
- Create Mailing Lists from a Subdomain
Basically, there are two ways entrepreneurs accumulate email data: by creating their own database and and growing it organically, or purchasing pre-made lists. While the first option can provide you with loyal subscribers and active users, the second one often contains the people who don’t know about you or not at all interested in your mailing.
For sure email marketing efforts can help generate useful business outcomes. However, if you target the wrong audience, you are not likely to run a successful email campaign. However, if you send emails to the right audience, you can expect an average return of $42 for every $1 spent on email marketing.
Customers tend to delete, change, transfer and even sell their mailing addresses on a regular basis. Consequently, it is really critical to regularly check the email database.
Constantly review the list of contacts via validators and clean up unnecessary emails, including non-existent accounts, contacts with complaints, and users who unsubscribe from your emails.
Add a Double Opt-in feature so users can approve receiving emails from you. If confirmation is not passed, such email will be removed from the database.
To prevent customers from marking your mailing as spam, add the unsubscribe from mailing option, which leads to an automatic deletion of the unsubscribed contacts from the database. This will save you money and foster a good business reputation with users and mailing services.
Use a subdomain for sending your mailings to prevent accidentally falling into spam and ruining your domain's reputation.
A subdomain is a part of the main domain, which can actually help you to maintain a high sender reputation, even if some of the subdomains were banned as spammy. For example, "notification.site.com" and "calendar.site.com" are subdomains of "site.com".
So, if your account is blocked, you can always create a new one without losing your domain name.
To sum up, the email verification process is a key option for filtering out useless and incomplete contacts from your database, which is why it is applied to practically all email marketing campaigns. There are plenty of benefits companies get from implementing email verification, as it greatly saves time, effort and resources, and greatly improves mailing efficiency.
To get the most of your email verification process, you should create, update and check your email database on a regular basis. Also, make sure to include double-factor confirmation to make sure your audience wants to receive messages from you and send the emails from a subdomain to preserve your domain name. Thus, with these methods applied, you can enhance the effectiveness of your mailing campaign.