Email verification, the process that removes invalid, temporary or harmful emails, is a practice that has become indispensable in the email marketing market, both to protect the sender’s reputation and to increase delivery accuracy and engagement in email marketing campaigns.
Among the countless benefits that checking emails can bring, engagement is undoubtedly one of the aspects positively influenced by this practice.
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The concept of engagement in e-mail marketing
We presented the concept of engagement in depth in SafetyMails’ blog post on the importance of this indicator. But in order to properly explain how email verification can influence this, let’s briefly introduce the concept of engagement in email marketing.
Engagement in email marketing refers to the interactions made by recipients with the messages received by email, at various levels.
In other words, we can say that engagement is directly related to some of the main email marketing performance metrics, such as the open rate (which translates into the most objective and superficial engagement action), click-through rate (which demonstrates a deeper level of engagement with the content sent) and the conversion rate (which is the maximum level of engagement possible).
What is email verification?
As you can see in more detail in SafetyMails blog post on the subject, email verification is a service that includes two complementary processes: email validation, which focuses more on the syntax and formatting of email addresses; and email verification, which focuses on confirming the existence of the email address provided.
Therefore, email verification is a process that aims to ensure the quality of e-mail data capture on registration forms, as well as in contact lists, avoiding invalid registrations (hard bounces), temporary emails, spamtraps, fake emails, among other email addresses that could be detrimental to the reputation and deliverability of email marketing.
How does email verification improve engagement in email marketing?
Let’s assume that engagement is directly impacted by two aspects related to the display capacity of messages: the time of delivery and the place where the email is delivered.
About the delivery time
The first, delivery time is the ability to deliver messages at the right time, i.e. when the recipient’s inbox is open. The more precise the sending time, the greater the chances of positioning the message among the first ones displayed, so that they can get more attention from the recipient and be more likely to be interacted with.
If you deliver your email too early, you run the risk of dozens of other messages being delivered after yours and, as a result, your message could be positioned at the bottom or from the second page of the email inbox – very bad for engagement.
If you deliver your email too late, you may miss the moment when the recipient was paying attention to their inbox.
Note that this is a strategic aspect of email marketing: knowing the behavior of your recipients and scheduling your campaigns for the best times.
If we’re talking about automatic emails based on triggers, even better: they have the best engagement rates in email marketing.
About the place of delivery
The second aspect, the place of delivery, is related to what is known as deliverability or inbox placement, i.e. the sender’s ability to deliver their email messages to the inbox, rather than to the spam folder.
The more messages delivered to the spam folder, the lower the chances of interaction (engagement) and vice versa. So the key is to deliver as many emails as possible to the inbox!
That’s why taking care of deliverability and all its aspects is very important.
One of these aspects is email list management. And this is where email verification will already be able to bring many benefits.
And what influence does email verification have on engagement?
Objectively speaking, when an e-mail list is subjected to e-mail address verification treatment, there are two direct benefits:
- Reduced bounce rate: the mailing lists of e-mail marketing campaigns are freed from invalid e-mail addresses, which can impair the delivery performance of valid e-mails.
- Improved delivery rates: with cleaner lists, email providers take fewer punitive actions, such as blocking, and deliver more messages to recipients’ in boxes.
From the verification it is possible to obtain a better inbox placement, because there has also been an improvement in the sender’s reputation.
Improved sender domain reputation and better inbox placement
Email verification positively affects the reputation of the sending domain because:
- Avoid spamtraps: lists that undergo email verification processes on professional platforms also remove spamtraps, which are email addresses that can seriously damage the sender’s reputation and lead to blacklisting.
- Prevents blockages: email lists free of invalid email addresses are also less likely to be blocked by email providers.
- Avoid blacklists: Email campaigns that have more control over their hard bounces and other harmful emails are less likely to be blacklisted.
- Avoid pasta de spam: campaigns that follow good practices avoid blocking, blacklisting and even deliver more messages to the inbox, avoiding the spam folder.
In this way, with improved reputation and better inbox placement, the chances of getting more interactions with the email messages sent (engagement) are greatly increased, so it is possible to say that email verification, through the benefits of removing harmful emails and cleaning lists, leads to an increase in engagement because it collaborates with the increase in the display of messages in the inbox.
How to implement email verification
Implementing email verification is very simple and can be done in a number of ways. First things first, is to choose a professional email verification platform. It will be the basis of all your verification activities.
From there, verification can be carried out on various work fronts:
- Verification during data capture in registration forms
- Verification of mailing lists via direct upload
- List verification through integrations between the email or CRM platform and the email verification platform
- Adoption of good practices for keep e-mail lists clean and up-to-date
Conclusion
By ensuring, through email verification, that messages are delivered to valid and active addresses, the chances of interaction increase significantly.
With verified mailing lists, the sender’s reputation is preserved, avoiding deliverability problems such as blacklists and blocks. In addition, verification helps ensure that messages are delivered at the best time and place – i.e. to the inbox, not the spam folder.
This makes campaigns more relevant, as they reach the right audience at the right time, maximizing engagement and conversion results.
FAQ
Email verification directly impacts engagement by ensuring that messages are sent to valid addresses, reducing bounces and increasing the chances of opening and interaction.
A verified list offers several advantages, such as a reduction in hard bounces, an improvement in the deliverability rate, protection against spamtraps and an increase in the sender’s reputation. These advantages together result in better interaction and conversion rates.
Yes, it helps a lot. By removing invalid and harmful emails, it improves the sender’s reputation and gets more messages delivered to the inbox.
Choosing a professional platform is essential. It’s important to evaluate features such as CRM integration, accuracy of results, detailed reports, and the ability to remove specific types of harmful emails, ensuring that the tool offers adequate support for your campaign’s needs.
