Since the emergence of electronic mail a few decades ago, email marketing has been continuously rising—always on an upward path. Email marketing became a trusted and effective marketing channel. It evolved tremendously and is now used for press releases, company announcements, sales promotions, and newsletters.
In recent years, email marketing has become more sophisticated with the introduction of improved technologies and valuable tools. Year after year, email remains and continues to produce enormous positive results despite the growth of social media and other lead-generation platforms. Furthermore, it’s convenient and affordable. It generates more sales with over 50% rate. And when done correctly, it gives a ten-fold result compared to other marketing channels.
Businesses should, therefore, take time to eliminate possible barriers to take full advantage of this powerful communication tool. Barriers, among others, are low open rate or click-through rate, and spam filters. Besides, some email marketers are not paying enough attention to the quality and validity of their email list.
An unverified email list poses so many threats that it hurts your chances of digital marketing success. Here, we’ll show you how to enhance your next marketing campaign with email validation.
What is email validation?
Just in case you’re still unaware, sending marketing campaigns to defunct email addresses is a total waste of time. Not only that you may be tagged as a spammer, but it also harms your Sender Reputation big time. Plus let’s not forget the effort, time, and dollars you spent on your marketing efforts.
Validating addresses before sending an email is so critical to marketing success. It helps you avoid landing in the spam folder or be reported for abuse. Verifying your email list also helps you lessen frequent hard and soft bounces. Unfortunately, not all businesses know the importance of ensuring data accuracy and completeness.
Email validation is a necessary procedure. It is defined as the process of identifying if an email address is valid thereby securing the chances of being connected to a real person.
Validating your email list helps you in:
- eliminating outdated, invalid, or inactive email addresses
- improving ROI
- reducing bounce rate
- decreasing the risk of negative engagement
Email marketing automation combined with personalization allows businesses to have better odds of a higher conversion rate and ROI. This will also result in stabler brand consistency, customer experience, and increased brand loyalty. Sending personalized emails pique your subscriber’s attention.
Take advantage of the ability to personalize your emails and never neglect this approach. Not only that personalize emails show that you know who you’re sending it to, but it also shows that you care. On the contrary, if you keep sending generic emails, your subscribers will likely get annoyed or ignore you.
An accurate data list helps provide actionable data insights that are useful for future engagement strategies such as segmentation. Email segmentation gives you the ability to match your email contents based on the specific preferences or needs of your subscribers. With it, you can send a separate email to different groups making it likely to appear more interesting to them.
Segmentation allows you to build a more personalized marketing approach which in turn helps you have higher open rates and greater revenue.
When segmenting your audience, one helpful technique is to enable your subscribers to segment themselves during their sign-up stage. You can customize your form by adding a simple questionnaire. Or you can gather data through surveys and quizzes.
Higher Sender Reputation
One main advantage of validating your email list is that it helps you have a higher Sender Score which directly affects your email deliverability. This is because email validation eliminates hard and soft bounces, reduces spam complaints, and so forth.
Sender Reputation, assigned by ESPs and ISPs, matters a lot. A low score means subscribers don’t trust you enough, while a high score boosts your email deliverability. When your Sender Reputation is good, your email will likely be delivered right into the inbox of your subscribers.
Increased open rate
Furthermore, when your Sender Score is high due to your data being validated, it also increases your open rate. Your open rate is the percentage of your subscribers who opened your email, which is a key indicator of a successful email marketing.
A high open rate means that your campaign is performing well as your subscribers are opening your emails, reading, considering, and possibly contemplating to take action.
Save your time
Another benefit of validating your email list is that it helps you save time. It lessens your workload by eliminating unnecessary, or duplicative work. A validated and well-maintained email list minimizes fatal errors and complaints.
Save your money
Finally, validating your data helps you save money and improve your overall ROI. This is because it can significantly lower your marketing costs.
A validated email list lowers your likelihood of sending emails to inaccurate or nonexistent addresses. Consequently, this helps lower your cost in each email you send.
Email continues to dominate as a necessary marketing channel that generates high conversion rates and ROI. However, lack of data maintenance can hurt your marketing efforts. Email validation helps solve several key issues such as reducing bounce rate and negative engagement. Validating email lists helps you better segment and personalize campaigns, boosts your sender reputation, increases open rate, as well as save your time and money.