Collecting email addresses or buying the contacts lists is routine for any online email marketer's job, but how do you know if the emails that you are receiving are the correct and quality email addresses? Just because you get a new subscriber or have the list from the third party does not assure the authenticity of email addresses. These are the times when email verification comes to the rescue.

Probably, you might not have heard about 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 is the last thing you want. There are chances that it will risk your campaign by sending it to the Spam folders of recipients or might get rejected due to a poor quality email list, and ultimately lowering your own email account's sender reputation.

Deliverability of your emails depends on Your Sender Score.

Your Sender Reputation Score impacts your email deliverability. It accommodates the ISPs to decide if your emails are 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 a lower score, your emails will most likely get stuck in the recipient's Spam or junk folder.

See how verified emails improves your email Sender Score.

Drops the Hard Bounce emails
Hard bounces are one of the main reasons your sender score drop. Hard bounces usually 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 remove non-existing/old email addresses before sending the next campaign. Additionally, I would say that you verify each freshly collected email addresses to check for typos and fake accounts from producing additional undesired hard bounces.

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

Email/IP Blacklistings
Your sender reputation and sender score may suffer if your email gets blacklist. Having your email address on the 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 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. Hence, when you receive a data list, you may need to keep an eye on it. Also, don’t work with data agents, it's often observed that the data they sell 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.
The 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 like:

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

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

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