What Is Email Verification?
Whether you get email addresses from the contact form on your website or buy lead list, you always want to ensure that a particular address will get you to a real email account. If it doesn’t, there will be a number of unpleasant consequences - you will lose a particular opportunity just because you can’t connect with a real recipient and your sender’s reputation will be damaged, which will affect your deliverability in the future. This is the primary reason why you want to always check the validity of collected addresses.
But what is email verification? Why should you care about it? And how can you do it right? In this article, the experts from LeadsForce will get you through this matter and answer all related questions. Let’s dive in!
What Is Email Verification?
If you were wondering “what does verify email mean,” the answer is pretty simple. Basically, email verification is the process of authenticating email addresses. Simply put, it is the process of checking them for validity and ensuring that each address is correct and belongs to a real email account.
And what is a verified email? Respectively, it is an existent and active address.
Difference Between Email Verification and Email Validation
After getting clear on the definition, one more thing you need to know is that the term email verification is often confused with email validation, though these terms have different meanings.
As you already know, email verification is when you check an obtained address for correctness. It involves checking its domain, syntax, MX records, and other characteristics of a particular address to see if it can receive messages from other users.
Email validation is also part of the email verification process, in fact, it is the final stage of the process. During this stage, you need to assign every particular email a specific verification status, such as “valid,” “invalid,” or “unverifiable” to know whether it can be used for further communication or not. Also, this process can involve checking additional information related to a particular email lead, its source, etc.
When Should You Verify Email Addresses?
When it comes to email marketing, you always want to know that your message reaches your subscribers. Thus, whether you want to send an introduction or product launch email sequence, you definitely want to have a verified list of addresses. The only question is when and how often your lists need to be verified.
If you have never done this before, get started by grabbing your entire list of subscribers and running it through a trustworthy email verifier right now. This will give you a starting point.
Once you have a clean and verified list, all you need is to keep your data hygiene high. Some businesses prefer to run scheduled checks once a month or a few. Others only run verification of individual addresses that need to be double-checked. And some might bulk-verify lists of new leads after every big marketing campaign.
There is no one-fits-all formula when it comes to email verification. The frequency of this action should be determined by the unique characteristics of your business and, most importantly, by the volume of incoming leads. Typically, the more leads you generate, the more often you want to validate them.
How Email Verification Can Impact Your Team?
Running business email communication using an unchecked list can have numerous negative impacts on your sales and marketing teams. Namely, here are some of the biggest negative effects that you should be aware of:
It Messes With Your Email Data
Both marketing and sales teams collect and analyze different pieces of data to measure the success of your email campaigns. This can include tracking the open rate, deliverability, and engagement. This data is then used to optimize campaigns for improved results.
But, if your list is unchecked and a part of emails never reaches their recipients, this definitely messes with your data. In this case, your team receives inaccurate insights and can’t rely on metrics anymore.
It Can Kill Your PPC Campaigns
If you create PPC campaigns based on your email list and it’s unverified, your team loses too. This makes fewer people see your ad and provides you with inaccurate campaign metrics. On top of that, it can make your team spend much more time and money on PPC campaigns than they would if your lists were clean.
It Wastes Your Sales Team’s Time
Whenever a new lead gets into your funnel, your sales reps will spend time trying to get in touch with them. Now, even if a lead has a high score and overall looks good to your business but their address is invalid, reaching out to them will be a waste of time.
It will distract your sales professionals and make them waste lots of time on reaching out to inactive leads instead of focusing on the right opportunities.
It Can Harm Deliverability
Poor-quality and fake email addresses always mess with your deliverability. Without cleaning your list regularly, you risk facing a high bounce rate, decreased deliverability, and, as a result, a poor sender’s reputation. The worse it gets, the higher the chances that your future marketing emails will end up in recipients’ spam folders by default.
It Can Increase Your Costs
We’ve said this earlier, but it deserves a separate mention - fake and poor-quality emails affect the deliverability and effectiveness of your campaigns. Respectively, they also affect your marketing costs. At the same time, while making your costs go up, it will also make your ROIs go down.
Why You Shouldn't Skip Email Verification?
Knowing about the possible hazards the lack of email verification brings to your team, you must be wondering what benefits it can bring.
Here are some of the weightiest reasons to bother about email verification:
Keep Your Lists Fresh
The fault for not having valid addresses on your list isn’t always on you. According to experts, over 22% of addresses become invalid every year due to a variety of reasons, such as moving to a new workplace and changing the address. If you do nothing about it, your bounce rate will keep growing naturally, hurting your reputation as a sender.
Reduce Hard Bounces
There are two types of bounces - soft and hard ones. The hard ones occur when the recipient doesn’t exist, simply put, when the email is not valid. Allowing too many hard bounces will alert ESPs, indicating you as a spammer. As a result, your messages will fall into spam folders and, eventually, your account can even get blacklisted. And this is one more reason why you don’t want to neglect verification.
When you clean your lists of invalid emails, you can rest assured that your messages will actually reach recipients. If that’s true, your deliverability will boost and stay at a high level. Eventually, this will help you save your time and marketing budget and keep your reputation high too.
Create a Solid Sender Reputation
We’ve mentioned the term “sender’s reputation” numerous times throughout this guide. What it means is how reliable you appear to ESPs and, respectively, how your emails will be delivered. If your reputation is good enough, you can avoid getting into the spam folder. And, most importantly, it will help you ensure that your account won’t get on the blacklist. As you can guess, one of the things that affect your reputation is whether every contact on your list is a valid email address or not. So, this is another reason why you should care about verification.
How to Check If Email Is Valid?
So, you already know about the huge importance of email verification. Now, the next big question is - how do you verify your email list?
There are a few methods you can try:
Send a Test Email
The most straightforward and quick way to test a particular address is to send a test email to it. If your message bounces back at you, the address is invalid. And, if it reaches the recipient, it is valid.
This method can work well when you have a couple of addresses to test. However, remember that bounces affect your reputation. So, using this method often isn’t a good idea.
Look It Up on Google
Another manual tactic requires you to copy a specific address and look it up in Google. If it’s valid, you will likely see it by finding a particular lead’s social accounts, websites, etc. Unlike the previous tactic, this one won’t harm your reputation. But it can be very time-consuming.
Ping the Server
There are tools (for example, Telnet or PuTTY) that let you ping the mail server and ask if a particular address is real. This method can be rather effective. But it can damage your infrastructure.
Rely on an Email Verifier
Finally, if you are wondering how to verify email account quickly and easily, email verification software is the answer. Such tools let you see whether a particular address (or an entire list) is valid in just a few clicks.
How an Email Verifier Works
Typically, when using verification software, you need to enter the email address required verification in a relevant field and run the verification. The tool will perform verification according to its in-built algorithms. Most often, this includes the 7 core checks that ensure accuracy:
- MX record
- Catch-all domain
- SMTP authentication
- Freemail check
Also, such verifiers and email lookup tools often offer a bulk-check feature. Using it, you will be able to verify all emails on your list at once.
How Long Does Email Verification Take and How Can I Do It?
With a reliable tool, verifying a single email address takes less than a second. All you need to do is to copy-paste the address into the tool and start verification.
If you want to verify emails in bulk, the process might take a little longer. But, usually, it’s just a couple of moments. After the verification is over, you will receive a detailed report suggesting which addresses are fake and invalid.
After you get the results, all you need to do is to remove fake and poor-quality emails from your lists.
Nothing feels more frustrating than sending loads of marketing emails and having them bounce back to you without reaching the recipient. Unfortunately, this bad feeling is well familiar to many marketing and sales specialists out there. But, the good news is that you can change this!
After reading this article, you know the validate email meaning, how it works, and how you can do it yourself. Use this article as your guide to fresh, clean, and effective data!