Email List Verification is the first step to getting your emails into the recipient’s inbox. With almost 70% of businesses using email marketing, it’s become harder than ever to stand out from the crowd. Marketers go out of their way to create great, original content, placed into appealing email templates, to ultimately get subscribers to click on those CTA (call-to-action) buttons. However, many of us marketers still tend to overlook an essential aspect: the quality of your email list.
Why does email list quality matter so much? First, let’s see what an email verifier is, so we can better understand how it helps you.
What is Email List Verification?
An email list verification system takes your messy database and gives it back to you clean. It removes invalid and other types of risky email addresses that may be causing your campaigns to land in people’s Spam folder.
Now, why would you land in the Spam folder?
Why You’re in the Spam Folder
Why your emails may find themselves in the Spam Folder all boils down to your sender reputation. As someone who uses email to communicate, your reputation is something Internet Service Providers (ISPs) always keep an eye on. To them, it’s an indicator of your behavior as a sender.
What determines your reputation (or sender score)? In a nutshell, everything you do when it comes to email marketing:
- the number of emails you send and the bounces you get
- your average Spam complaint rate
- the number of spam traps your emails hit (more on spam traps later)
- of course, your overall email engagement: open and click-through rates, replies and forwards.
The reason email list verification is so important to marketers today is that it helps improve all of these metrics – and it does so fast.
The 5 Bad Email Types
You may be asking yourself how a little piece of software – that you don’t even have to download – can do so much for your email marketing. But a good email verifier uses complex algorithms to detect the bad data in your list. This bad data tarnishes your reputation, so keeping it in your list is risky, not to mention it eats up a portion of your email marketing budget. As hard as it may be to let go of it and reduce your list, removing it is the best thing you can do to start improving deliverability.
Here are five of the risky email addresses an email verifier can detect, and how this helps you stay on top of your email hygiene.
1. Weed Out Invalid Emails
Whether they were invalid to begin with, or they became obsolete over time, these email addresses are bound to bounce. Sending to them is not only a waste of time and money, but it also affects your sender reputation. Weed them out as soon as possible.
2. Remove Abuse Emails
Remember the last time someone marked your email as Spam? In email marketing, people who own such accounts are referred to as “complainers,” and their email addresses are abuse emails. Every Spam complaint hurts your sender score, so let an email list verification service remove them.
3. Avoid Spam Traps
These email addresses don’t even belong to real human beings. ISPs and blacklist providers create them only to attract and block Spam senders. Of course, you’re not a spammer, but you may be taken for one if your emails hit any spam traps. Prune your list periodically to avoid the risk.
4. Eliminate Temporary Emails
Have you ever created a temporary email just to download an e-book from someone? Well, other people do the same when they’re not looking for a long-term relationship with your brand. The problem with these emails is that they self-destruct, so you end up with a sure bounce. Email list verification services detect temporary accounts and eliminate them right away.
5. Detect Catch-all emails
Designed to catch all the email everyone sends to them, catch-alls are also risky to your email marketing. Organizations set them up to make sure they don’t miss any communication. But some catch-all emails will bounce and taint your sender reputation. Even email list verifiers have a hard time validating them. They detect them easily, but encounter difficulties when trying to establish whether they’re valid or not.
Calculating Bounce Probability
How do you go about putting a number on the chance an email will bounce? What would you look for when assessing a predictive quality score for each contact, if you were to scan your list?
An example scoring framework could look something like this. A score from 0 to 10, where low scores suggest those people are unlikely to engage with your email content. Catch-alls with low scores are, almost always, invalid and will bounce – finally, you would be able to sift through your bucket of catch-alls and make informed decisions on whether to send to these individuals or not.
Of course, there are no guarantees that a score 10 email address will turn out to be a great lead; however, a score is better than a single status. It gives you a lot more feedback on your list quality and helps you target your email campaigns towards the right audience.
Summary: What Can You Expect After Email List Verification?
Cleaning your marketing database is a vital step to your email marketing success, and you’ll soon notice:
- an improvement in your email deliverability
- more people will open your emails as you’ll start reaching their inbox
- higher click-through rates
- a real chance to connect with your audience and boost your conversions.
Similarly, scoring your email list offers you more perspective on your subscribers’ potential interaction with your content. With this information in hand, you can tweak your visuals and copy until you find your sweet spot.
The engineers at ZeroBounce – an email verifier solution – knew they had to come up with a way to further investigate these addresses. So, they created a system that uses artificial intelligence to score email lists.
ZeroBounce integrates with Salesforce (via Zapier), so you can easily make it part of your workflows and start using healthier, more powerful data.
If you want to give both email list verification and email scoring a try, contact ZeroBounce for a free trial. Then let us know how your email marketing goes. Happy emailing!