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5 things you should know about email verification

The following is a guest post from our friends at BriteVerify.

You’ve spent the past week crafting the perfect email campaign.

Your boss is thrilled. Your co-workers think you’re brilliant. And you can’t wait to send it out to your prospects and customers. You’re confident it will drum up the leads and conversions your boss has tasked you with acquiring.

But as your fingers hover over the “send” key, you remember that you need to run email verification to ensure your email list is clean. The last thing you want is to end up on a blacklist, and you know the best way to keep that from happening is to verify emails for each and every campaign. Since you have a high sender reputation because of your low bounce rates (thanks to email verification), you hit “send,” confident that each and every customer will be reading your masterpiece. Sure enough, your boss comes in a few hours later to tell you that online sales have picked up dramatically.

But you know that it wasn’t just your witty copy that did the trick – it was the fact that you proactively verified all of your email addresses. After all, email marketing only works if customers actually receive the emails.

Here are the top things you should know about email verification:

1. Undeliverable emails hurt your sender reputation. Every time an email is undeliverable, your sender reputation goes down, affecting the priority your emails receive from the ISP. A poor sender reputation can cause your emails to be blocked – or worse, your entire site can become blacklisted.

2. The time to begin using email verification is before a crisis. If you're reading this while trying to get off a blacklist, you aren’t alone. But ideally, you should use email verification before you’re hiding in your office trying to fix a crisis. By taking a few seconds to verify all of your emails before sending campaigns, you can prevent ever having to put the word “blacklist” in a search engine again.

3. Manually verifying and fixing returned emails is very time-consuming. Since email lists typically deteriorate by 25 percent each year, you may have to manually delete as many as one out of every four emails. When you use email verification, the system automatically verifies the email addresses at the point of capture, protecting you against high bounce rates. Most importantly, this means that your database contains only email addresses that are valid at all times.

4. Email verification is seamless. It takes almost no time because it’s literally dragging and dropping. And if you perform verification at the point of capture, then bad email addresses never even make it into your email database. It’s a win-win. You save time and never have to risk being on a blacklist (especially your boss’s personal one!).

5. Email verification can increase sales. There’s a lost opportunity cost for each email that does not land in the inbox of a prospective customer. And it’s very possible that the undeliverable email was supposed to go to a potential customer who was ready to buy. When you use email verification, your emails reach the right people on the first try, and you have a much higher probability of making the sale.

To learn more about email verification, check out BriteVerify's website here

Matt McFee is a co-founder of BriteVerify, the global email verification company that offers simple solutions to improve your email deliverability, reduce bounce rates, and boost your sender reputation. Learn more at