Marketing strategies have changed over the past decade with the advent of various new tools. Email marketing is a tool that helps efficiently communicate with the targeted audience. The feature of reaching out to the target audience makes it the most profitable among the bunch of marketing tools.

However, variables like email deliverability, email open rate, engagement or call-to-action conversion rate, etc will determine the success rate of any email marketing campaign. Your audience can only open the email and act on it if it reaches their inbox. So deliverability is important and correct email addresses are required to deliver the email. All good marketing professionals use email verification to ensure the correctness of the email address list before running a campaign. We have curated this article to describe the impact of email verification on email deliverability and spam filters.

What is Email Verification

Email verification is the process of validating email addresses for their authenticity and accuracy. Many times the email addresses are collected through different sources like surveys, website visits, etc. Often people knowingly or unknowingly fill up the wrong mail IDs or temporary IDs (which have a limited lifetime). When emails of your campaign hit these invalid email IDs, they just bounce instead of being delivered to the inbox.

To reduce the email bounce rate and increase the successful delivery of emails, it is important to verify the email addresses before the campaign. The email verification process includes verifying existing email lists and keeping them clean by running an automated cleaning service for your email list. They also check the email addresses in real time and verify them with the address’s server. With prompt action and regular cleaning, they ensure that all the email addresses are verified and ready for the campaign.

What is Email Deliverability

When your emails reach directly to the inbox of your target audiences, we call it a successful delivery of email. The email deliverability rate is the metric that measures the number of emails delivered to the inboxes in a campaign. It is important to increase email deliverability to ensure effective communication with your target audience. 

Impact Of Email Verification on Deliverability

Email verification is very important for optimum delivery rate. Let us look at email verification’s impact on different aspects that increase deliverability.

1. Lesser Bounce Rate

The first impact one can notice after availing of the email verification service is the reduction in email bounce rate. As all email lists have been verified and invalid IDs eliminated from the list, the chances of deliverability are high, which will surely reduce the email bounce rate. 

2. Sender Reputation

The Internet Service Providers observe the bounce rates and content types. Based upon this, they set the reputation of a sender. Too many bounces indicate not only a bad sender reputation, they also trigger the spam filters. That is why it is advisable to reduce the email bounce rate for a good sender reputation.

3. Improved Engagement

This is very simple to understand that the more emails reach the inbox, the more chances of opening a mail and taking action on it. This also ensures improved engagement of the targeted audience. It is needless to say this will eventually make the email marketing campaign successful.

Role Of Email Verification In Avoiding Spam Filters

1. Avoid Spam Traps

ISPs and anti-spam groups utilize old and obsolete email addresses to identify and block spammers. These are known as “spam traps”. Sending emails to these addresses may cause deliverability issues for your domain by marking it as a spammer. To avoid the issue of spam filters, email verification services find and remove these spam traps from your list.

2. Reduce Spam Complaints

The probability of receiving spam complaints rises when emails are sent to non-interested or random recipients. ISPs become aware of your emails and are more likely to filter them out of inboxes when receivers mark them as spam. Verifying your email list helps you make sure that interested and opted-in audiences only receive your communications, which lowers the possibility of spam complaints and increases deliverability in general. The best practice says less than ten complaints for every ten thousand emails.

3. Better Compliance with Anti-Spam Regulations

Some nations have strict laws to restrict email marketing techniques including the GDPR in Europe and the CAN-SPAM Act in the United States. Adherence to these requirements is crucial to avoid substantial fines and legal complications. Email verification lowers the possibility of breaking anti-spam regulations by verifying that you only send emails to legitimate, opted-in recipients, which helps you maintain a legal email list.

Final Words – Impact of Email Verification

Email verification service providers validate all email addresses for authenticity and remove invalid email IDs. This single action leads you to some good consequences such as reducing email bounce rate, providing with better sender reputation, avoiding spam traps, and maximizing email deliverability to ensure successful campaigns. Email verification is essential for businesses that aim to run a successful email marketing campaign with maximum ROI (Return On Investment).

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