Email Validation: A Critical Success Factor in Email Marketing

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Everyone – from the single consumer to the largest businesses – rely on their emails to get information and as their main channel for communication. This is why email marketing is such a priority for any business.

Even though there are a lot of email strategies out there, one of the most overlooked tools is email validation. A leading online email validation system allows companies that are sending a high volume of emails to avoid problems with delivery. Abandoned and fake email addresses clog up your contacts, causing you to send messages that will just bounce back. Email validation tools allow you to avoid these invalid emails, validate IP addresses, and verify the demographics of the key recipient.

Target People Who Want Emails From You

There are many statistics substantiating why marketers spend so much money on their email marketing. It’s expected that 4.9 billion people around the world will have email accounts by the end of 2017. Around 57% of those people will spend up to an hour reviewing emails from marketers each week.

It’s hardly a surprise that around four-fifths of B2B marketers are using email newsletters in their content marketing strategy. But what happens to these emails when people leave their company or change their personal email address?

Having a low quality email list quickly builds up as email addresses get abandoned. A lot of companies gather email addresses from mobile devices and as the sale is made. It’s common for typos to be made on mobile devices, leading to marketing emails that never get delivered.

These are all problems that leave you unable to reach the primary target. Updating your email list is necessary to get the best return on investment offered by email marketing. Internet marketers are sending out thousands of emails each day. If emails bounce back it can reduce your Sender Score, which is a rating of your reputation as a sender and what mailbox providers think about your IP address.

Think of it as being like a credit score, but it tests your deliverability worth rather than your ability to get credit. Having a high sender score means most messages get to the inbox of the recipient, while emails from a low scoring sender are sent to spam folders or outright blocked.

The Benefits of Email Validation

Email validation can be the solution to the problem of abandoned and inaccurate email addresses. It sorts through your contact list and ensures your emails are only being sent to real people at real email addresses. Here are some benefits of this service:

  • Save Money and Improve ROI

The main benefit is the money saved by reducing your marketing costs. It costs money to send emails, so any email sent to an inaccurate or abandoned email address is just wasted money. Validating email addresses removes this problem.

  • Insights into Actionable Data

As well as looking bad in the statistics, having a bad email list robs you of important actionable data insights you can use to create new strategies and content for engaging customers. This information is necessary for getting a good return on investment.

  • Improved Reputation

Your reputation as a business is damaged if email providers start blacklisting you. No one wants the word “spammer” attached to their brand. Validating emails helps keep your reputation with ISPs, email service providers, and your target audience.

Having a solid email validation tactic as part of your email marketing strategy helps you stay relevant and make the most out of an email marketing campaign. Without it your message just falls on deaf ears.

Melissa Thompson writes about a wide range of topics, revealing interesting things we didn’t know before. She is a freelance USA Today producer, and a Technorati contributor.