Email Validation

Email is still one of the most preferred and effective communication channels, with most people checking their emails daily. Worryingly, only 10% of email addresses collected are accurate, though - with bad data mostly resulting from human error. Real customers start with real emails - and the use of email verification is still the most effective way to ensure the collection of quality data. When you verify email addresses, your email marketing is more effective, fraud prevention is improved and the ability to protect your sender reputation increases.

So, what is email verification? 

Email validation is a way we describe the process of looking up and verifying the true status of an email address your customers might input in forms or provide in other communications with you. It essentially asks the key question: Does this email address actually exist and belong to someone who can receive messages?

Email validation - did you know..?

According to Convince and Convert, consumers who purchase products through email spend 138% more than those that don’t receive email offers. Also, in a recent Loqate consumer survey, we found that over 70% of global consumers check their email more than once a day.

Research from Campaign Monitor shows that 41% of emails are opened on a mobile device. And 23% of readers who open an email on a mobile device open it again later.

McKinsey state that email is almost 40 times more effective than Facebook and Twitter combined in helping your business acquire new customers, and according to Direct Marketing Association, Email marketing has ROI of around 4, 300%, and, of course, saves trees.

What does email validation do?

Here's the full low-down on what a good email validation process should be covering:

Format check, one two...

An email validation system will, first and foremost, check if the address follows the right structure with a username, "@" symbol, domain name, and appropriate top-level domain (that's its suffix, like .com, or .net).

Is the email real, though?

Needless to say, it's critically important to know the domain you're sending to exists and isn't a typo or made-up name - that's what any validation process worth its salt will quickly ascertain.

And more importantly.. does it work? 

Validation doesn't just check if an email looks legit on a superficial basis. That wouldn't work at all! Instead, it goes a step further and tests whether the address can actually receive messages through an SMTP connection. This will often mean sending a test email and seeing if a response is given by the server. 

Here are three key reasons you should look to validate your emails:  

Eliminate hard bounces

Hard bounces mostly occur because the email address no longer exists, was a fictitious email address, or was closed by the user.

Reduces Spam Complaints

Best practice dictates that for every 5, 000 email messages sent out you should receive less than five spam complaints.

Blacklists

Getting blacklisted stops your messages (including vital transactional emails) from getting accepted by the server.

Why is email verification important? 

Marketing Week state that 60% of consumers intentionally provide incorrect information when submitting their personal details online, and a further 10% of emails addresses entered into checkouts, sign up forms and internal systems are invalid. If the email addresses are entered via a mobile device then that figure dramatically increases!

Email validation is a key aspect to ensuring your data quality is top-notch, and means future marketing campaigns are far more likely to hit their mark as a result. Here are the key advantages that you'll notice with validated emails:

• Deliverability made easy:  Your validated emails reach real people and land in their inboxes. Gone are the days of being confined to spam folders!
• Reduces bounces: Verified emails aren't likely to bounce back due to being invalid or typoed addresses, which in turn improves your sender score. 
• A+ data quality: Email validation helps maintain a database with the utmost accuracy.
• Smooth sender reputation: Email service providers will notice that you're sending your communications to predominantly (or exclusively!) valid addresses, enhancing your deliverability score. Nice!
• Combats fraud: The best email validation systems will detect fake or disposable email addresses used for malicious purposes. This will mean you don't waste your time engaging with fraudsters, and that can only be a good thing.

How should you keep your email address data clean?

We happen to know a thing or two about email data quality here at Loqate. Here are our top tips for maintaining a tip-top database when it comes to emails. 

Make data quality your number one rule

Clean your email address lists regularly using a batch email validation tool will identify old or incorrect email addresses and remove them before your next campaign. With real-time email address verification you can validate each newly acquired email address to prevent typos and fake accounts from creating additional unwanted hard bounces.

Review your database regularly

Review and remove unengaged subscribers. Uninterested users can create problems - if a user has not opened any of your emails in the past three months remove them from your list to reduce the risk of spam complaints and hard bounces.

Find out more about email validation from Loqate.