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Why You Need to Validate Your Mailing List

Posted on October 9, 2018

Utilizing an email list can be a powerful marketing strategy for nearly any business. However, it’s not uncommon to build up a list of unresponsive email addresses. When you send emails to these addresses, they can bounce or simply sit in the recipient’s inbox, unopened. It may not seem like a big deal, but internet service providers can see this data and use it to determine the validity of your emails. If the provider sees emails from you bounce too many times, they may decide to classify your emails as spam, or even block them altogether. This is where email address validation comes in. There are ways to ensure you’re only sending to customers who really want your emails and will open them. But first, you should understand some basics.

Invalid vs. Inactive Email Addresses

If you’re not the most tech-savvy business owner, this could seem a bit complicated. It’s not necessary to become an expert, but understanding the basics can help you to more effectively maintain a mailing list.

Email validation fori invalid and inactive emails removal

Your mailing list consists of many email addresses, but many of them may be inactive or invalid. Inactive means that your emails are reaching the recipient’s inbox, but the recipient has repeatedly failed to open them. On the other hand, invalid means that your messages are not even reaching the recipient’s inbox. The customer may have had a typo when signing up for your mailing list, or the web server hosting the recipient’s inbox could be experiencing technical issues, to name just a couple of possibilities. When your emails bounce frequently, you risk your reputation with your email list program and with internet service providers (ISPs) that decide whether your email will go through or be classified as spam.

How to Avoid the Spam Folder

This can have serious consequences for your marketing campaigns, but there’s no need to panic. There are methods to “clean up” your email list and increase engagement via email address validation.

Inactive Addresses

An inactive recipient is not viewing your emails that reach the inbox. Many of us receive dozens (if not hundreds!) of emails every day. The goal is often to get through our unread messages as quickly as possible, in order to move on to more pressing tasks. For this reason, your emails should be high-quality and engaging to warrant a customer’s click amongst the daily barrage of other emails with the exact same goal.

Invalid Addresses

An invalid address is a bit different. These are often spam addresses, typos or addresses tied to an expired domain name or email provider. There’s not much you can do about these other than remove them from your list. The trick is how to find the illegitimate addresses. There are programs that are designed specifically for that purpose. One great option is to use an email validation API, which can help decrease the number of invalid signups you receive in the first place.

From clean email list to improved marketing results

Better Marketing Results

While email address validation may sound intimidating, it’s a very important aspect of your marketing campaign. However, you now have an understanding of why it is so important, and knowledge that there are resources to help you easily maintain a mailing list that will reach a higher percentage of your customers and give you the results you’re looking for.

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