What is email verification, and why is it important?

Whether you run a local flower shop or a global SaaS company, email is one of the most essential marketing and sales tools for keeping your business in touch with your customers. If done effectively, emails can drive sales, boost engagement, and strengthen brand awareness.

But getting a customer’s email address, whether through a sign-up form or at a trade show, is just one piece of the puzzle. To make sure you reach those addresses, you need to make sure your email list is valid, clean, and up-to-date.

How do you do that? The answer: email verification.

What is email verification?

Email verification is the process of checking if an email address is valid and can receive emails.

What is a valid email address, you ask? It’s an address that has the correct format, a valid domain that exists, and is configured to receive mail. It also needs to be syntactically correct (no misspellings or typos) and not disposable.

In some cases, the verification process includes checking that an email address is not a spam trap set by an Internet or email service provider. It also means verifying that it is not on any blacklists that track spammers and problematic email addresses.

Email verification can happen before an email campaign or when someone signs up by leaving their email. It can be done on-demand or in real-time. You can verify emails one at a time if your list is small; otherwise, doing it in bulk is the best option.

Why is it important to verify emails?

The main goal of email verification is simple: to obtain correct email addresses or a list of email addresses. Why? To make sure your emails get to your audience’s inboxes without harming your reputation, customer experience, or budget. Invalid email addresses can lead to everything from poor deliverability and engagement to blacklisting and extra costs.

Let’s examine why businesses should double down on email verification.

To maintain a positive sender’s reputation

A sender’s reputation, just like corporate or personal reputation, can say a lot about a company or an individual. If your email list is obsolete and your emails get bounced a lot, Internet service providers (ISPs) and email service providers (ESPs) can decrease your sender score. This, in turn, can lead to poor deliverability rates and serious financial consequences for your business. If your domain gets blacklisted, it is highly unlikely that your emails will reach your subscribers.

Email verification is one of the key ingredients in making sure your sender’s reputation remains intact and positive. By cleaning and checking your email lists on a regular basis using email verification software, you can be sure your emails will never be flagged as spam or blocked altogether.

To cut your email marketing costs

If you send emails often, you likely use email marketing platforms such as Mailchimp, GetResponse, HubSpot, or similar ones. The pricing for such tools usually depends on how many emails you have on your list. So the bigger the list, the higher your email marketing expenses are.

By checking the email addresses on your email lists, you can see which ones need updating or deleting. This way, you won’t have to pay extra for emails that aren’t valid to begin with.

To get more accurate email campaign results

Unverified email addresses can cause all kinds of problems. One of the most serious is ruining your email campaign results.

Say you have 100 unverified email addresses on your list, and you send out a newsletter, hoping it will reach your audience. The next day, you open your email campaign dashboard and see that 50% of those emails didn’t reach the inboxes. In this case, and rightly so, you might consider the campaign a failure. If you verified those addresses first, you could have 50 valid addresses and a 100% success rate for delivery.

Of course, deliverability isn’t the only metric to consider when sending email campaigns. However, an unverified list can throw off your analytics and lead to the wrong decisions and conclusions.

How email verification works

The easiest and fastest way to verify email addresses is through email verification software. Such tools usually offer several ways to verify and validate an email address.

You can do it one by one if your list is small and manageable.

Or you can do it in bulk by uploading a list of email addresses.

After you upload a list, the software will tell you which email addresses are valid and which ones are not. For instance, some of the email addresses can turn out to be disposable, non-existent, duplicated, or catch-all.

Once you get the verification results, you can export your list and see which email addresses to exclude or update.

Final thoughts

Email verification may seem like a daunting task to do. Especially if you are a business owner and have other, more urgent things to worry about. But just as you want to create the best product or service for your customers, you also need to ensure the quality of your email lists if you want this channel to work for you, not against you.

Regular list hygiene and email verification are essential if you want to maintain a quality and up-to-date email account list.

If you’re looking for simple yet accurate email verification software, make sure to check out our Email Verifier.