Email validation is no longer a buzzword because it is deeply entrenched in the basics of email marketing. For years, list cleaning is one of the most touted ways to reach the inbox of the target audience and improve the marketing statistics. It’s definitely something, you should look forward to. However, blindly flowing with the current doesn’t really make sense. As a marketer, you need to understand how and why list hygiene is crucial for the success of your online business.
Here are five things you should definitely know about email validation.
1) Eliminates inactive addresses
When you clean the list on a regular basis, the software will flag the potential dangerous customers based on their activity level. Some solutions also determine whether the email address is inactive or simply unresponsive to your email messages. It helps you figure out the illegitimate email addresses in the database. Usually, it makes sense to keep the unresponsive customers in the database because you can win back their trust with a re-engagement campaign. However, immediately get rid of the inactive subscribers because they will lower your marketing statistics.
2) Corrects data entry errors
To err is human and customers knowingly or unknowingly can commit mistakes while filling their email address in the sign-up form. The error might me as minuscule as missing a word, but it will ensure that a hard bounce will occur. Data entry error limits your reach to a few customers, thereby resulting in revenue loss. Using a list hygiene software, you can eliminate the potential spelling and typo errors.
3) Results in enhanced performance
It’s really disheartening to see abysmal results, especially when you have put in a lot of hard work. However, the poor performance may be due to the presence of inactive email addresses in the email list. It could easily weigh down your options, resulting in a failed marketing campaign. When you eliminate these contacts from the database, you get a realistic view of your open rate, deliverability rate, and click-through rate. Inactive customers will cover the actual performance of the marketing campaign.
4) Avoids honey pots and spam traps
Spam traps are the email addresses that are no longer active but are monitored by the ESPs. Any sender who sends email to a spam trap reaches the blacklist of the ESP. On the other hand, honey pots are the email addresses that ESPs spread across different websites and forums. Both the types do not actively engage with the messages they receive. They basically exist to check, whether the sender is marketing to recipients who have agreed to receive messages or not.
5) Enhances the brand value
When the customers receive messages from brands they want to hear from, the brand is perceived as a genuine and ethical in conducting business. This increases the brand value and more customers would join your newsletter because you value what their requirements. Therefore, it is crucial to scrub the marketing list using email validation once every two months.
Without maintaining list hygiene, reaching the target audience is impossible.