That’s until the bounce-backs begin. This is followed by hundreds of automated ‘customer no longer works here’ messages, plus complaints from customers who don’t want to be on your mailing list.
Bounce-backs reduce your sender reputation. Over time this causes your emails to end up in junk mail folders or marked as spam.
As easy as sending a marketing email seems, it’s important you get the back-end of your campaign sorted, or you could be doing more harm than good.
Validating your emails
Email validation is the first step in any email marketing campaign but how you do this varies.
You could get someone to manually update your email information. This can be slow and costly, and by the time the process is finished, many of your validations could already be out of date.
This is why most professional organisations understand the need to conduct live email validation from the very first time that critical piece of data enters your systems. The benefits of live validation are:
- Greater open, click and response rates
- Fewer complaints from customers wanting to be removed from mailing lists
- Stopping your emails ending up in junk mail folders
Without current information, customer data deteriorates over time. You spend the same amount of money sending your campaign out, but see less return on your investment. Plus there’s the indirect cost of resolving the situation manually.
Fully validated and functional email addresses at point of capture through systems like web forms mean a greater number of genuine prospects and better quality opportunities.
What does the best kind email validation look like?
A four-step checklist ensures you get the best email validation possible.
1. Check the syntax – Verifies the format of the input e-mail address
2. Check for active domain – Validates the domain exists and that it’s active
3. Check the email server is real – Validates that an email server exists at the domain
4. Check the user is real – Verifies that the recipient exists
Performing all four checks gives your email marketing campaign, the best opportunity to succeed. Without this or with only partial validation – you leave the door open for complaints, bounce-backs and poor response rates.
Take your four steps with Sensis
We check your database against a huge range of data sources, including exclusive access to Australia’s largest directories, the Yellow Pages and White Pages. This gives Sensis Data Solutions a range of ways validate your email database, including live and real time services that can be seamlessly integrated to your web forms and your data management systems.
We also provide batch validation services where you submit a file with email addresses and have them checked. Or you can incorporate this service into your key systems, running it in the background to future-proof any work without manual intervention.
For more details on how Sensis Data Solutions can identify and correct invalid email addresses, saving your business money and increasing your ROI visit sensis-data-solutions.