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  • Writer's pictureJennifer Heppell

Reasons why Verifying Email Address List is Important

Getting new customers and leads is key, but it takes time to gain their trust. Email marketing can help build this trust and encourage them to buy. But what if your email list has spam accounts? In our data-focused world, correct information is vital. That’s why verifying email address lists is important.


Email is a main way we communicate, especially at work. With more people using email, it’s important to make sure the email addresses we use are real and correct. Email verification helps do this. It checks the email addresses on your list and removes any that are spam or incorrect. This helps your email marketing work better and helps your business succeed. So, verifying email addresses is a must. Let’s look into why this is.


What is Email Verification?

Email verification is the method of confirming that an email address is valid and associated with an inbox. It aids in eliminating harmful emails from your list, allowing you to connect only with those who have a working email address. Also, email verification is a crucial process in ensuring the effectiveness of email as a communication tool.


Despite its affordability and ease of use, challenges arise due to privacy concerns, unwanted marketing, and human error. Studies show that a significant percentage of consumers provide incorrect or fake email addresses, leading to unreliable data for email marketing strategies. Email validation and verification processes, which can be done in real-time or in large batches, help to ensure that email addresses are genuine, valid, and linked to an inbox. This helps to remove malicious emails and connect to real people or organisations.

Existing email lists can also be checked using email checker tools, which provide a “health” score for each email address based on various factors. Although not entirely foolproof, this process can help flag email addresses that may require further investigation.

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5 Primary Reasons Why Verifying Email Address List is Important


1. Enhancing Email Deliverability

Verifying email address lists is a critical process that validates and ensures the deliverability of an email address, making sure that emails land in the recipient’s inbox and not their spam folder. This process is vital for businesses as it directly influences the success of their email marketing campaigns. If emails don’t reach the inbox, the campaign loses its value. The deliverability of the inbox is closely tied to your Sender Score, a system that determines whether you are a trusted sender or a spammer.


Essentially, superior quality data leads to improved performance. By eliminating invalid email addresses from your list, you maintain addresses that can receive emails, resulting in higher deliverability. Consequently, a higher deliverability rate translates to more effective email marketing. The more emails that safely reach the subscriber’s inbox, the greater the opportunity to enhance open rates and engagement rates.


2. Reducing Bounce Rates

Bounced emails are undeliverable due to invalid addresses, often caused by typos or intentionally fake entries. For example, using a false email to get a brand’s discount leads to a bounced email.


A high bounce rate can tarnish your sender reputation and even lead to blacklisting by email service providers. Verifying email address lists helps reduce bounce rates by eliminating invalid or non-existent email addresses from your mailing list. This process is particularly important when an email address becomes obsolete, such as when an employee changes jobs. By cleaning your email list, you reduce hard bounces and the risk of being associated with spam.


3. Improving Customer Engagement

By validating the email addresses on your list, you can eliminate those that are not advantageous. This process will decrease the size of your list, but it will enhance the level of engagement. Despite the reduction in list size, the engagement rate will rise. Distributing emails to a list of customers who frequently use their email accounts will result in improved open rates and click-through rates (CTR).


In other words, having verified email addresses means you’re reaching out to real people. This can lead to higher open rates, click-through rates, and overall engagement with your email campaigns.


4. Saving Money

Sending emails to invalid addresses is not just a waste of effort but also costs money. Many email service providers charge based on the number of emails sent. By email verification, businesses can save money by avoiding wasted sends.


While email verification services have costs, they are crucial for long-term growth and sustainability. As your email list grows, manual management becomes inefficient and less thorough. Financially, eCRM programs bill based on list size, so invalid emails mean paying for dead weight. Emails flagged as spam miss potential sales, wasting your marketing efforts. Ultimately, the potential losses from not using an email verification service outweigh its costs.


5. Protecting Sender Reputation

Your sender reputation, a score assigned by Internet Service Providers (ISPs), determines whether your emails reach the inbox of your recipients or get flagged as spam. Regularly sending emails to invalid addresses can harm your sender reputation.


Maintaining a good sender reputation is key to avoiding the spam folder. Your sender reputation, scored from 0-100, reflects the relevance and legitimacy of your bulk emails. Poor scores flag your IP as low-quality. Blacklisted addresses on your list can harm your entire campaign, and only email verification services can effectively remove them. Low engagement rates hurt your score, as does being marked as spam.


To improve your score, use an email verification service, double opt-in or self-led verification, and avoid buying email lists. Consistent email schedules prevent being marked as spam. Removing inactive addresses also helps.


Final Thoughts

In conclusion, the process of verifying email address is not just a beneficial practice, but a critical strategy for businesses that rely on email marketing for customer engagement and revenue generation. It offers a host of benefits that directly contribute to the success of your marketing campaigns and the growth of your business.


By investing in email verification, businesses can ensure they’re reaching real people, leading to more effective marketing campaigns, better customer engagement, improved sender reputation, cost savings, and accurate metrics. Therefore, the importance of email verification in today’s digital marketing landscape cannot be overstated.


Are you ready to take your email marketing to the next level? Want to learn more about how verifying email address lists can boost your business? Don’t hesitate to reach out! Let’s work together to grow your business and make your email marketing more effective. Contact me today!


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