What’s email confirmation?
In electronic marketing-speak, email confirmation, or email validation, describes the procedure for verifying an email address is busy without sending an email address.
Most importantly, this practice can help to reduce your hard and soft bounce prices on email campaigns and guard the reputation of your outgoing mail server.
It’s possible to use an email confirmation service to execute a bulk validation of your entire mailing list or to confirm incoming email addresses in real time, using an API integration to stop bogus sign-ups and make sure that info never enters your system.
Real-time validation and dual opt-in procedures help you gather a list of healthy and active contacts. But you still need to validate your data periodically to remove emails that become invalid over time.
Based on your business model, client information might be your business’s most valuable asset. The Digital Marketing Association estimates that email advertising returns an ROI of 4300 percent — good fortune squeezing that type of return out of your other investments!
That is great, but customer data–especially email data–doesn’t have an unlimited shelf life.
The gurus over at Marketing Sherpa have shown that email lists ranged in a speed of around 22 percent every year. That means that in case you’ve got 100,000 contacts, over 20,000 of the mails will likely be invalid within one year!
Bad data quality contributes to reduced deliverability and open rates, which means that you get poorer results from your mailing campaigns. Worse, those bounced emails will damage your sender reputation and they can get you booted by your email service provider.
Verifying your emails frequently –particularly before large email campaigns–can help you avoid all that trouble.
Just how Does Email Verification Work?
The email validation is a three step process, comprised of syntax and formatting check, server affirmation and mailbox validation, each taking only fractions of a second.
Step 1: Email Syntax & Formatting Assess
The ideal email verification services instantly assess your record of addresses against standardized email formatting demands, as well as provider-specific formatting demands for some significant email providers (Did you know that a valid Yahoo email address can not begin with a number? It is true!) .
Email formatting principles are incredibly complex and it would be logistically impossible to inspect a large mailing list manually. Just look at the examples in the picture below, would you understand which of these emails are formatted properly?
But a verification engine describes problems within milliseconds in either the local area and the domain part of an email address: invalid characters, missing @ symbols, and also an infinite number of others.
Step 2: Domain Confirmation
After verifying the format of every speech, the agency checks the DNS records for the domain name to be sure it is valid and active and tests the mail exchanger (MX) to make sure it is ready to receive mail.
If all checks out with all the syntax, formatting, domain name, and server then the service goes on to confirm the mailbox.
Step 3: Mailbox Validation
The last and most crucial step of this process is to verify that the particular mailbox is present.
The service utilizes SMTP protocol to contact the email server and verify that the mailbox can get messages.
A legitimate email validation service does all of this without sending a single email message.
In most cases, the entire verification process takes less than one second. In other cases it might take somewhat longer, depending mostly on the reaction time of this mail server under test. Older mail servers, busy servers, and sophisticated anti-spam systems can affect the response time.
Risk Assessment Tools
Many confirmation services provide additional tools to help remove poor data or identify potentially problematic emails, such as:
- Copy email addresses
- Role Accounts
- Catch-All email servers
- Temporary email addresses
- Spam Traps
Not all providers offer you all these services, however, and some offer others not listed here. You ought to thoroughly vet the companies you are considering to be sure you get all the services which are important for you.
Reading The consequences
Each email verification tool includes a slightly different way of showing the results of the validation tasks, but the basics are the same–you can download a full report and/or see your results via a secure client area on the supplier’s website.
In the event of API integration, the results will be returned to a system so that it can either accept or reject the email under test.
Many services provide limited data in their outcomes, like simply stating if an email is legitimate or invalid. Some services offer more detailed results, indicating the root reason for any invalid or risky responses. Verifalia, for instance, both offer the detailed outcome and the simplified classification.
One additional feature provided by just a couple of email verifiers is the possibility to place every time a result is regarded as successful or not. In reality, not all outcomes are as simple as valid or invalid; the choice on how best to manage certain types of responses depends on your goals as a company. With more details about the specific issue affecting your information, you can assess the risk associated with each response type and determine whether those results should be deleted, maintained or maybe tested again.
Real-time email confirmation is the process of validating individual email addresses as they are entered into your systems.
Real-time affirmation is accomplished by integrating an email verification API with any platform you use to collect client data–a form on your site, your customer relationship manager (CRM), or some other point of electronic information collection. In this manner, the information coming to your system is clean.
An email confirmation API is easier and cheaper than you likely think and will save you both time and money in the long run.
Email List Cleaning
Email listing cleaning, or bulk confirmation, is the procedure of submitting a mailing list or contents of a database to be confirmed all at one time, letting you purge unwanted, inactive or bogus email addresses from the lists. Lists can be uploaded manually for cleaning or transmitted through an API integration, either as required or at regularly scheduled intervals. After the identification process is complete, it is normally possible to download all results in common file formats, such as .csv, .xls or .xslx.
Verification services manage lists from dozens to tens of millions of addresses with ease, so it’s a scalable service as appropriate to get a multi-national corporation as it is to get a little e-commerce business or upstart blog.
If you validate email addresses in realtime as they arrive through API, that is fantastic! But we recommend cleaning your entire list at least two times annually to maintain your shipping stats from dropping to unacceptable levels due to list corrosion. Many businesses prefer to do so more often, especially prior to sending any critical communications.