Email validation and data hygiene are both important aspects of email marketing best practices. This is due to the difficulty of keeping a positive connection with Internet Service Providers and Email Service Providers. Furthermore, getting to the inbox and earning a high deliverability rate is difficult. Even if the email address acquisition procedures are organic and follow all email marketing best practices, they still risk falling prey to spam traps. They can’t afford to disregard this fact because spam traps, bounce rates, and complaint rates will decide their reputation as a sender. People won’t make it to the inbox if they have a bad sender reputation. That’s a waste of money, time, and customers.
Here is how email verification works in practice:
A spam trap is an email address intended to reveal unauthorized senders who add email addresses to their lists without permission. These traps, despite their good intentions, not only reveal rogue senders but also marketers that don’t have enough control over email consent and list management methods. Spam trap emails can end up on public lists, which then find their way into their CRM, where they can cause one of two problems:
- Their ISP sends a hard bounce, giving them the option of removing the email from their list before it is tagged as spam.
- Email providers have blocked the domain.
Both scenarios are detrimental to their reputation, deliverability, open rate, click rate, and conversion rate. Even a minor email sender reputation can result in some messages being automatically classified as spam. This sets off a downward spiral, and they will finally be blacklisted. Even having 1% of junk emails on their list might impair deliverability by more than 10%.
Email Verification Methods
There are two methods for verifying emails. The technique people choose will be determined by the amount of time they have to get results and the level of verification they want.
- Use an API to validate emails as they are captured on their site in real-time.
- Send a whole list for batch processing, then get the results and suppress the invalid emails.
While email verification can help to mitigate these issues, it’s vital to note that it’s neither a cure nor a one-time fix. To avoid damaging their reputation, marketers should practice regular list hygiene, which means they should only use organic acquisition methods. Clean up their lists regularly, and continue to use email verification as protection.