Collecting email addresses or buying the contacts lists is a routine part of any online email marketer's part of the job, but how do you know if the what you are receiving are the correct and quality email addresses? Just because you get a new subscriber or having the list from the third party does not mean the email address is real, or that a typo did not happen, or intentionally they have provided the wrong address. At that time the email verification comes to rescue. 

Probably you may not familiar with email verification, but you can consider it as the layer of security for your email campaign results. Email verification keeps your list free of typos, invalid, temporary, fictitious and poorly or misconfigured emails. Using the unverified list means, the last thing you may want to do to risk your campaign getting sent to the Spam folders of recipients or get rejected due to a poor quality email list, and ultimately getting down your own email account's sender reputation.

Deliverability of your emails depends on Your Sender Score

Your Sender reputation Score impacts more on your email deliverability. It accommodates the ISPs to decide if your emails worthy of the inbox or if your emails will be filtered to a spam folder. The higher score means the better placement you get and with the lower score, it's likely your email will get stuck in the recipient's Spam or junk folder.

See how verified emails improves your email Sender Score.

1. Drops the Hard Bounce emails

Hard bounces are one of the main reasons your sender score may drop. Hard bounces mostly occur when the email address is non-existent, and you acquired a false email address, or maybe the account once lived and was later dropped by its owner.

It's recommended to ‘clean your campaign lists’ quarterly to classify Non existing/old email addresses and remove them before sending the next campaign. Additionally, I would say that you verify each freshly collected email addresses to check typos and fake accounts from producing additional undesired hard bounces.

2. Reductions of Spam flagging

Ideally, you may want your spam flagging rate less than 0.1% that means per every 5,000 emails sent out to your recipients you need to have less than five spam complaints against your account. Hence, you must send quality email content to engaged users, but still, we know spam flagging can occur.

Thus, In an effort to reducing the spam flags of recipients on your emails, we verify your email lists and automatically flags email accounts of users who have a high frequency of marking emails as spam and categorise them as Risky.

3. Email/IP Blacklistings

Your sender reputation and sender score may suffer if your email gets blacklist. Having your email address on a blacklist will restrict your email from being accepted by the server checkpoint. There are blacklists which are more potent than others, for which we have to put extra efforts to get delisted and some blacklists automatically de-list email addresses after a specified sum of time.

Following good campaign list verification practice and data acquirement from the trustable sources is a thing to reduce the chance of being blacklisted. Email marketers are advised to monitor mailing IP addresses daily to know if you are blacklisted and quickly take actions to get it resolved before sending the future campaigns.

Keep your campaign lists clean

Know your data sources:

There is no guarantee that all your data sources are trustable sources. Hence, When you receive the data lists, you may need to keep an eye on them. Also, don’t work with data agents, often it's observed that the data they are selling has been sold over and used many times. That means you won’t get expected results with the subscribers, and you may find dried data leading to even more issues.

Monitor and Discard unengaged addresses:

Monitor and remove the long un-engaged recipients from the list. There are reasons to weight on this argument.

User changed email provider/service.
User changed company/Job.
Domain is dead.
The public email provider is dead or down

We know it's hard to let go leads you worked hard to procure, but those unengaged or uninterested users can create problems. If a recipient has not opened any of your emails in the past three months or more then removing them from your list is a better option. By this way, you are reducing risks of spam complaints, hard bounces. Also, you are saving your mail credits & efforts.

Maintain campaign list health using email verification:

Prompt email verification at the submission forms is the best way to fish out poor quality email addresses. Don’t let any typos and fishy contact data hide inside your list and do harm. Identifying your contact leads at the front to keep away spammy bots and fraudsters from invading your mailing list. Moreover, clean your entire list every quarter to block emails that were once good from growing old and lastly doing damage.

By verifying email lists and delivering your emails to valid, existing, working and engaging email addresses, you increase a lot of your campaign results:

Delivery Rate (or Bounce Rate)
Open Rate
Click-Through Rate
Reply Rate
Conversion Rate

And ultimately your boosting your efforts resulting in your technical performance and overall business growth.

As you learned, email verification much-needed process for every growth seeking email marketer — it saves you money, builds your reputation and saving the time. It worths each single money spent!
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