The work of an email marketer or a solopreneur is highly dependent on the efficacy of the tools they are using and the quality of the email list they have at their disposal. Even if you are up-to-date with all the best practices from the email marketing field if you do not pay appropriate attention to email regulations or if you let your list quality decrease beyond a certain point, you might be working in vain. Luckily for us, there are certain measures we can take to start regaining email reputation and to get things back on the right track.
Email verification explained
Tools like DataValidation come in handy when faced with uncertainty regarding the validity of the email addresses in an email list. Checking if emails from your list are real and correspond to an existing account is the process behind email verification. In simple terms, email cleaning services process one or multiple email addresses and perform various technical checks to establish if an address is valid. Verified email lists will only include emails that are actually able to receive your messages. There are great benefits of using email verification, from eliminating bounces to keeping your email service provider account in compliance with industry and best practices standards. Learn more about the email cleaning process by reading our Knowledge Base article.
But when are you going to need to clean your email list? What are the scenarios that might lead you to use an email list cleaning service, such as the one provided by DataValidation? We have gathered 5 use cases for email verification that you will want to be aware of.
1. Decreased email marketing metrics
Let’s get one thing clear from the get-go. Your email marketing metrics are impacted by much more than just the subject lines, content, or design or your messages. Sure, those should always be the first aspects that you need to analyze when you start seeing a drop in the performance of your email marketing campaigns. But what if you are actually doing everything right, but the quality of your email list has depreciated over time? Just testing out variations of your emails will never point to a solution. Because the problem with the lower number of opens or clicks doesn’t have to do with your copy, it has to do with your list.
DataValidation offers a free quality report for each list imported or uploaded into the application, with a clear grade breakdown, so you will be able to easily and quickly decide if a list needs your attention. Cleaning your email list every three months should be something that each email marketer does by default, but if that’s not your case, then you can opt for scrubbing your email list when you notice your email metrics going down, without any other logical explication. Removing the invalid addresses will lead to reduced bounced and increased open rate, click rate, and even conversion rate.
2. Warning from your ESP
Email Service Providers like MailChimp, HubSpot, or GetResponse put an important emphasis on preventing users from abusing their services. MailChimp, for example, uses Omnivore to detect new emails that you add to your database and scan them for potential abuse or potential bounces. If they notice that a new email list has a high abuse or bounce rate it will automatically block you from using that list in your email marketing campaigns. And that’s not something that you will want to happen. As you can imagine, there are even worst things that could happen to your account.
You can get your ESP account suspended for violating their terms of services. Most ESPs include not using their service for sending out emails to invalid addresses in their TOS, so verifying your email list could save you a lot of trouble down the road. If before uploading a new list to your ESP you first check it for undeliverable addresses, you shouldn’t worry about getting locked out of your account. Additionally, you can keep your email lists fresh and clean by using our email list quality monitoring service. With the help of our native integrations, you can even sync lists in real-time between DataValidation and your ESP.
3. Old email lists
If you have been using the same email list for sending out campaigns for more than a year, you might want to prioritize an email list cleaning. Email addresses become inactive, especially in the B2B market, because employees change their jobs and move to new companies. But there are other situations that you will want to pay attention to, as well. People might sign up to your newsletter using temporary email addresses, they might change their addresses and delete the old accounts. As mentioned before, if you haven’t checked the quality of your email list in the last three months, maybe it’s time to do so.
Email verification is cheap, accessible, and fast, therefore you can rely on it to improve the performance of your email marketing campaigns, especially when you use the same email list for a long time. Even if you grow your email list, it is important to keep an eye out for the quality of those new contacts by using an email cleaning service. Removing inactive addresses can also lead to reducing the cost of your ESP subscription, something that will eventually improve your email marketing ROI.
4. Unattended email lists
Especially during these uncertain times, businesses might be forced to stop their marketing efforts for a while but without planning to shut down their activity forever. In this scenario, when those businesses decide that they are ready to resume their email marketing strategy, verifying the email list before scheduling any campaign is a must. You simply cannot foresee how each email in your database has changed during your inactive period, meaning that you need to check the list to make sure that using it will not harm your standing with your ESP.
Building and growing an email list takes time and it is far too easy for companies to neglect the importance of email verification in protecting their ESP accounts. It will be much cheaper to just purchase an email verification once when you reset your email marketing communication then it is to rebuild your list from scratch if your account gets suspended. Moving to a new ESP and redesigning your templates can also be a painful experience for any business, one that can be avoided if you confirm the quality of your email list before sending out a new campaign.
5. Forms on websites and apps
Businesses thrive or die on their ability to grow and keep up with their competition. One critical aspect of this is defined by lead generation. Companies like Uber, Netflix, or TikTok showcase their user base as a factor in their capacity to generate interest, revenue, or content, depending on the specific of each business. If you allow users to sign up for your service using an email address or if you use forms to collect user data, including email addresses, either for growing your email list or for contests or marketing activities, consider using an email verification API for your website or application. Doing so will ensure that only users with valid addresses will be able to submit your form or register for a new account.
Integrating an email verification API in your form is intuitive and easy. If you look at the API section of our homepage, you will be able to learn how to integrate it with a variety of programming languages and technologies. Pick from our examples that use cURL, Python, NodeJs, PHP, .NET, Ruby, Java, Go, and Perl to get started.
Managing a successful email marketing strategy is a complex endeavor. But luckily for us, finding solutions for common problems is not. Here is what we have discovered about when to consider using an email verification solution:
- When we cannot attribute a drop in engagement to anything related to our strategy, copy or schedule
- When you receive a warning from your ESP regarding the quality of your email list
- When you have been using an old email list for your campaigns and you haven’t checked its quality for a long time, if ever
- When you resume your email marketing efforts after suspending them
- When building forms that collect email addresses on your website or application