Email marketing is, or at least it should be, a big part of every business’s marketing strategy. Emails have been used for many years now and they will be used for many more. Emails offer businesses a great way to reach their users. Email marketing means reaching the users directly via their inboxes and offering promotions, gifts, presenting the changes you’ve been making, or simply reminding the users that you exist. You shouldn’t send emails too often as you’re risking boring your users, but again you should write to them often enough so that they don’t forget about you. In order to understand why email verification is important, we first need to define a different term – sender score.
Sender Score is a number that defines your sender reputation. It can be anywhere between 0 and 100. The higher the number, the better your reputation. Sender Score helps mailbox providers decide how relevant you and the content you send are. Some of the main things that mailbox providers use in order to determine your reputation are spam complaints, mailing to unknown users, industry blacklists, etc. By knowing your sender score, you’ll be able to work on improving it. Generally speaking, Sender Score above 80 is considered great and it means you’ve been doing a pretty good job. If your Sender Score is low, you won’t end up in the users’ inbox, but in their spam folder. A major thing that can influence your Sender Score is hard bounces.
A hard bounce means that the email you’ve sent hasn’t reached the user. The reasons for this are numerous. Maybe you’ve been given an inaccurate email address in the first place, maybe there was a typo, or maybe that email address has been abandoned. By not updating your email list, you’re risking sending emails on email addresses that aren’t being used and decreasing your Sender Score.
This is where email verification comes in. This is a process of confirming that an email address is indeed being used and eliminating those that have been abandoned. This will increase your accuracy, establish a proper email list, and increase your Sender Score. Do some more research if you care to learn more about how you can keep your email list clean and neat.
There’s also something called Spam trap. These are email addresses that are used to expose illegitimate senders who’ve been adding emails on their lists without asking for permission. However, they can be harmful not only to those who’ve been sending emails without permission but also to those businesses that don’t have as much control over email permission practices. Spam traps can make one of two things happen:
• Either your ISP delivers a hard bounce and you get to remove the email from your list before it’s marked as spam or
• Your “from the domain” gets blacklisted by email providers.
Through the process of email verification, you can find and eliminate spam traps and keep your reputation, deliverability, open rate, click rate, and conversion rate on a decent level.