3 Reasons Why Marketers Should Do Email Verification in 2021

Close up of business man working on laptop computer and smartphone, sending email working from home

Email remains one of the most effective ways to reach out to customers. The question is: Are your marketing emails getting to them?

Let’s back up a bit. You may have created an email marketing campaign that you feel your target audience would be interested in. Or you may still be getting the feel by conducting A/B testing. Either way, your messages should arrive in your target audiences’ inboxes.

To do that, you have to make sure that your email list is clean. Strategies like email verification in Python or other programming languages can help. For instances, with email verification, users are prevented from signing up using disposable email addresses. Common typographical errors are also caught before these make it to your email contact lists.

3 Reasons Why Email Verification Is Important

Email verification is not merely a trend in email marketing that would be forgotten in the next few months. It is a critical process that can help marketers compete for customer attention this year. So how does email verification affect businesses? Here are three ways.

Email Verification Improves Crucial Email Marketing Metrics

According to Campaign Monitor, the average email benchmarks across all industries are:

  • 18% open rate
  • 2.6% click-through rate (CTR)
  • 14.1% click-to-open rate (CToR)
  • 0.1% unsubscribe rate

These numbers are from 2020 and may change in the coming months. However, one factor that can help improve these metrics remains the same—email deliverability. While other parties are involved in delivering an email, among the most crucial is the quality of an email address.

It would help if you asked questions, such as:

  • Are all the email addresses in my list valid and existing?
  • Can the owner really receive my messages, or is this just a catch-all email address?
  • Are there disposable email addresses that users won’t bother to revisit?

By answering these questions, you can clean your list of email addresses and ensure that your messages arrive at your target’s inbox. As a result, you can see improvements in email marketing metrics, such as open rate, CTR, CToR, and unsubscribe rate.

Email Verification Enhances Your Email Reputation

A major effect of having invalid email addresses in your mailing list are hard bounces, which happen when your messages cannot be delivered because of permanent reasons, such as nonexistent email addresses or mistyped email domains.

The more hard bounces there are, the lower your email deliverability rate. But that’s only the tip of the iceberg. Hard bounces also negatively affect your reputation as a sender, causing email service providers (ESPs) to possibly tag your emails as spam. The worst-case scenario is that your emails won’t get delivered at all because ESPs have blocked you.

Cleaning your mailing list through email verification can help protect your reputation and maintain or improve your sender score.

Email Verification Reduces Bogus User Registrations

The efforts of every department in an organization should contribute to the company’s bottom line. Even the seemingly simple act of collecting email addresses has to add value.

Consider the case of a software-as-a-service (SaaS) company that operates on a freemium pricing strategy. What happens when users sign up using temporary or nonexistent email addresses? There would be little to no chance of converting them into paying customers since your marketing efforts can’t reach them.

So aside from regularly cleaning your mailing list, it would also be a good idea to screen email addresses during the registration process.

— Email marketing trends continue to change as marketers explore more effective ways to reach their target audiences. But any tactic could be foiled when you fail to clean your mailing list. So it would be worthwhile to include email verification on top of your email marketing efforts.

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