eCRM success starts with email verification
As most marketers recognise, email is a core communications channel, vital for generating engaging communications and revenue from their customer base. This is backed up by recent research which reveals that 37% of companies believe email is the most important customer communications channel.
It also means, for email to be effective, that email lists need to be clean, verified and up to date.
The issue is a company’s email list will become obsolete over time. This is due to people moving jobs, changing email providers and using new email addresses. In fact, more than 22% of an email list goes bad within a year.
This can leave organisations facing a huge number of bounce backs, resulting in falls in delivery rates and potentially a bad reputation.
It’s vital to use an email verification service to cleanse out the old and incorrect addresses. Such a tool can remove up to 95% of inaccurate email addresses that are preventing your campaigns from reaching a live inbox, whilst improving deliverability.
Lower bounce rates
The most obvious and immediate benefit of an email verification tool is that it reduces bounce rates.
A bounce rate greater that 5 – 6% indicates that your list is out of date and needs to be cleaned to prevent that figure from increasing, and protect your email marketing return on investment (ROI).
Highlights and prevents errors
Embedding an email verification API service will highlight any errors made in the sign up stage, or when entering contact information for further communications efforts. It ensures that correctly formatted and spelt emails are entered into your database.
Such a service should also be able to ping an email in real time, to verify that the email address is accurate, the inbox is live and can receive mail.
It’s crucial to send emails to active inboxes or your brand could be penalised and end up with a bad reputation, which will negatively impact on your email marketing efforts.
The reason – many inboxes have spam filtration systems which train themselves how to handle certain pieces of mail. This links back to the IP address and domain you are sending from, which considers the number of live inboxes the sender is reaching. The result - some businesses end up in the ‘spam trap’ if their email lists are out of date.
It’s only by forwarding communications to verified customer email addresses that you will lower the chance of your IP address being identified as spam. With a higher inbox deliverability score you become a trusted sender, which ultimately gives you more space in your subscriber’s inbox.
All brands need to avoid being blacklisted, as it will prevent your messages from reaching your customer, and it could take some time to be delisted. This results when the receiver’s spam filter reaches a limit in the number of sender emails being marked as spam. Like a spam trap, a blacklisting is designed to stop criminal, fraudulent and spam activities happening within email systems. Legitimate businesses need to make sure to avoid being blacklisted by practising list hygiene.
Embrace email verification
Sending emails to inaccurate, non-existent or inactive customer email addresses, getting caught in spam traps and being blacklisted are a sure-fire ways to reduce your sales and damage your reputation in an age when it’s more important than ever to maximise income from your customer base.
It’s only by having an email verification tool embedded into your organisation that you can guarantee a cleaner, more up to date email list, leading to better inbox placement and engagement; resulting in greater revenue opportunities.
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Barley Laing joined Melissa in 2014 during an exciting expansion phase of the California headquartered company.
As UK Managing Director with 15 years of data industry experience, his role is focused on meeting the data quality and compliance needs for organisations in the UK and worldwide.
The team that Barley heads at Melissa’s...