You’ve found a great lead source and extracted email addresses from it, now you have a crucial question to answer. How do I separate valid email addresses from invalid ones? Many marketing experts and email marketing specialists face this issue on a daily basis, and it’s one you want to deal with as fast as you can while going through your email testing checklist. Separating valuable pieces of data from everything else can be a tedious chore, especially if you don’t have a quality email verifying tool at your disposal. So let’s find out what an email verifier is and why we should use one.
All the ins and outs of email verifying software
Email verification – is a method that allows you to check if an email address is valid or not, simple as that. To go into more detail, it reduces the email bounce rate, prevents fake accounts from signing up, filters spam and purges abandoned or unresponsive email contacts. You can use different sets of methods to ensure validity, right now there’s two main groups of methods legacy and modern ones:
- Double-opt in – prevents users from using fake or stolen emails. With this method, you will send a unique confirmation link to the user’s email account, which they will have to click. Thus, you will be sure that the email address was verified by a real person. In the future, you can start an outreach campaign to build a human to human relationship with your customer.
- Double typing an email address – you might have seen that some resources make you type your password twice to ensure you haven’t made any typos in it. Well, this can be applied to an email too. Such a technique prevents users from misspelling their email. It’s a simple feature, which won’t take much time to implement coding wise.
- Spelling analysis – a simple and powerful feature of all email verifiers. Checks for any spelling mistakes in email addresses (commas, semicolons, spaces), sees if the @ symbol is present in the right place and searches for ‘.com’ at the end of an email address.
- MX (Mail Exchange) records check – a more complex solution for identifying garbage emails. This feature checks whether the mail exchange entry listed in the email address is an actual, registered and hosted domain name, which can be accessed online.
- Role-based flagging – companies tend to have different names for their emails based on what they do, for example, info@, hr@, hire@, etc. If you want to have contact with a person of a specific position, having a flagging feature would allow you to sort all addresses and separate the ones you don’t need.
- SMTP Authentication – the most powerful email verification feature that can be used for verifying an address. During this process, it will ping the targeted email address with a request, if it gets a positive response then you can be sure of the email addresses’ existence. Usually, it’s the last resort for validating emails.
All those methods are independent from each other and can be implemented depending on your needs. Double-opt in is a great solution, but it requires a manual verification from the owner. It’s not a good option when you are just collecting data about your leads. SMTP Authentication is the right answer, even though it’s a hard-to-implement feature, it will give a 100% validation rate without asking for confirmation from the user’s end.
How important is a high percentage rate?
Well, after getting a clean list of stored data, you aren’t just dealing with a random user on the internet, but with a real person. This person is your lead that later, can become your customer. Let’s look at the main key points of using clean data:
- A verified email is a verified person, meaning you can have a dialogue with him or her. With it, you can get the specific data you are interested in (name, gender, age, location). Sort this information out and use it in your outreach campaigns.
- Evade unused emails. Sometimes, under certain circumstances, companies move from one email address to another. This means you’ll get a real, but inactive email, which is no use for you. Having all your emails verified excludes the chance of dealing with ‘dead’ emails.
- Target specific demographics and start a cold email campaign to catch their interest. This can help bring you new clients, collect even more data and build a special approach. With such information at your disposal, you can follow a specific strategy to target your audience.
High verification rates matter when you need an accurate list of email addresses for marketing campaigns, which surgically target specific clients.
If you want to reach the 100% mark, you will have to focus not only on basic email verifying features, like Spelling analysis and MX records check, but also on the more advanced SMTP Authentication. This will lead to bigger costs, both in time and resources, but will pay off in the longshot.
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