Email verification helps marketing and sales teams by removing addresses that could damage the reputation of campaigns, ensuring that only valid emails are kept. This facilitates the relationship with the public and increases the potential for engagement and sales.

When we talk about digital marketing and sales results, a lot is said about influencer marketing and social media, but email marketing is still the biggest ROI in the digital market and the favorite among sales and relationship teams.

With 87% of companies saying that email marketing contributes to the success of your business (Hubspot) and 60% of consumers claiming to have made purchases because of promotional emails (OptinMonster), it’s clear to see how important email is for companies.

For this reason, companies need to make use of all available means to guarantee the quality and effectiveness of their e-mail marketing actions, whether with direct, automated or mass messages. This universe includes CRM systems, e-mail marketing tools, sales automation, among countless others that can bring benefits and boost this digital media.

In this post, we’ll talk about the many benefits that email verification tools can bring to marketing and sales by e-mail from the companies.

What is email verification?

Email verification is the process of validating the authenticity and accuracy of email addresses to ensure that they are active, valid and ready to receive messages, being able to identify and remove invalid, temporary, inactive or risky emails, reducing problems such as bounces and protecting the sender’s reputation.

Email verification tools are able to identify valid, invalid, temporary and spamtraps emails, among other types.

Why is e-mail important for marketing and sales?

Email marketing has established itself as a highly successful strategy in digital marketing. It’s not hard to find articles and posts that claim it’s the highest return on investment (ROI).

eMarketer published a survey in which 50% of B2B professionals say that email marketing is the channel with the greatest impact on their multichannel strategies, surpassing social media and content marketing.

SeQuel Response also says that 62% of B2C marketers have increased their investments in email marketing more than any other channel, including social media and influencer marketing.

On consumer behavior, 51% of consumers prefer e-mail to other channels (such as notifications, push or SMS) to receive discounts (eMarketer).

For these reasons, marketing and sales teams invest their efforts in email. After all, it is a fundamental tool for these teams because it allows direct and personalized contact with leads and customers at different stages of the buying or post-sales journey.

The challenge of telephone communication

Email becomes even more important for marketing and sales when we face the reality that the ephone communication has become a major challenge today.

On a personal level, people, especially millennials, are avoiding talking on the phone. Around 75% avoid phone calls because they are too time-consuming. (BankMyCell). Among the justifications are reasons such as anxiety 88% of people said they preferred unlimited data plans – because they prefer to communicate via direct messaging applications.

Many professionals complain that, after the events of 2020 and working from home, professional contact via telephone has also become more difficult. This is because landlines no longer have people responsible for answering them and many professionals don’t make their mobile (and personal) numbers available for contact.

For this reason, e-mail has become the preferred channel for direct communication at various levels, whether for negotiations, sending offers, documentation, etc..

Challenges faced with e-mail

Although this channel has taken center stage in corporate communications and plays an important role in personal lives, it does face some challenges on a day-to-day basis.

Among the most common challenges are:

• Competition for an audience in email inboxes: Every day more than 360 billion emails are sent around the world (Statista). Crowding email inboxes makes it much more difficult to engage recipients.
• Sending Spam: according to Spamhaus, 48.6% of all emails sent are classified as spam, many of them aimed at operating scams. In other words, legitimate messages are mixed in with dangerous ones and can lose ground.
• Delivery difficulties: Today, in order to deliver messages to the inbox, it is necessary to adopt a series of good practices in terms of configurations, layout, list quality, etc. When abused, messages are directed to the spam folder.
• Outdated or incorrect data: due to poor data collection practices, list purchases and lack of maintenance, many e-mail addresses are invalid, preventing messages from reaching them and jeopardizing the delivery of correct e-mails, due to blockages caused by high rates of hard bounces.
• Time dedicated to discovering and testing emails: lead collection services take up valuable time and are not always able to deliver valid emails.
• Privacy and data protection laws: buying, exchanging or obtaining e-mail lists without permission are practices that violate privacy and data protection laws.

How does email verification help marketing and sales?

Checking e-mails is a powerful tool to support e-mail marketing and sales actions, because it eliminates problems and optimizes opportunities, such as the following:

• Remove invalid and harmful emails: the primary purpose of email verification is to remove or prevent the registration of invalid, temporary and harmful emails in general, in order to help reduce blockages and improve deliverability.
• Allows contact with valid leads: free of invalid emails, marketing and sales teams are able to get in touch with valid leads, i.e. they achieve much higher communication success rates.
• Allows direct and personal reach: email verification ensures that messages reach valid and active recipients, allowing marketing and sales teams to reach the target audience directly without the noise and problems caused by invalid or abandoned emails.
• Reduces lead and operational costs: by deleting invalid addresses and duplicates, email verification reduces the operational costs associated with sending messages to large and poorly qualified lists. This not only optimizes spending on sending platforms, but also increases team efficiency by concentrating efforts on leads that really have conversion potential. The cost per lead becomes lower, as resources are focused on valid contacts, increasing the return on investment.
• Overcoming technical difficulties: email verification helps to avoid common technical problems, such as high bounce rates and delivery to the spam folder, which damages campaigns and compromises the sender’s reputation. With a verified list, marketing and sales teams can circumvent these challenges, improving deliverability and ensuring that messages reach the recipients’ inbox, increasing the effectiveness of campaigns and maintaining the good reputation of sending domains.

Conclusion

Strategic email verification for companies that want email marketing in their marketing and sales campaigns. 

In the current scenario, where email stands out as one of the channels with the highest return on investment, good quality contact lists are essential to maximize the deliverability, engagement and effectiveness of communications.

With email verification, companies not only protect their sender reputation, but also optimize costs and increase the effectiveness of campaigns by communicating directly with qualified leads.

Implementing this practice allows marketing and sales to work more confidently, making the most of the benefits of email to reach and engage audiences. In other words, email verification is not just a protection strategy, but also a lever for sustainable and profitable results.

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