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Why You Need Email Validation in 2019

March 4, 2019
By Kirsten Onsgard

Email-Validation-2019Email marketing isn’t dead — it’s only growing. In fact, the inboxes of the world are super busy: an estimated 280 billion emails are sent every day.

But as a marketer, when your emails don’t make it to their destination, it can be a headache. Even more annoying? Failing to reach your customers could be due to a variety of reasons.

That’s where Email Validation comes in.

Email Validation uses a combination of steps to determine if an email is deliverable, without sending an email to it.

A thorough Email Validation service:

  • Corrects poor syntax

  • Suppresses toxic data

  • Pings an email’s domain and mailbox

Marketers who use Email Validation improve the quality of their data, leading to better inbox placement and higher response rates. That’s why Email Validation is the standard in email data hygiene.

Here’s why you need Email Validation in 2019.

Improve Deliverability

Even if you use best practices for collecting emails — such as only mailing to organic leads who have opted into your database — you will hit bounces. That’s because email marketing databases lose about 22.5% of their contacts every year, on average, according to HubSpot.   

Hitting invalid or toxic email addresses over and over again will, as a result, impact your reputation as a sender. Your sender reputation could make a difference in how an Internet Service Provider or Email Service Provider filters your emails. A poor reputation could land your emails in the spam or promotions folder, or could result in blacklisting.

Every email that isn’t delivered is a missed opportunity to reach a customer. If you are consistently hitting bounces or being marked as spam, you may have issues with inbox deliverability.

Email Validation solves this problem by identifying which emails are deliverable, undeliverable or risky. A good Email Validation provider will give you this information and allow you to customize your sending strategy based on these results.


Collect Good Leads

Email Validation does not only work on bulk lists of data. Instead, thanks to an API, Email Verification providers can validate emails in real time as a user enters their email on a webform. If the user enters a bad email, the webform can then prompt the user to enter a valid email address.

Why is this vital?

We found that 8.4% of emails entered onto webforms are invalid. Imagine losing 8.4% of your customers. That’s huge!

Recapturing those leads allows you to boost your marketing ROI and sell to a lead you would have otherwise lost.


Protect Cross-Channel Marketing Spend

You put a lot of money into display and social advertising. These ads often push users to a landing page with a webform, encouraging them to sign up.

But remember: 8.4% of those users will enter an invalid email. Without Email Validation, you aren’t making the most of your advertising and marketing spend.

The solution: Use an Email Validation API to ensure you’re getting the most bang for your marketing buck.


Are you using Email Validation? Let us know why (and how) in the comments below!

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