Email Verification Myths, Debunked

August 12, 2017
August 12, 2017 Markitors

Your email marketing campaign is only as effective as your data. Good data is clean data, which makes verifying data is a necessity for businesses. One of the most effective tools in your data cleansing tool box is an email verifier. Email verification is the process of checking submitted emails for accuracy before sending out your email campaigns. This helps eliminate bad or dangerous data, making sure you’re getting the most out of your email campaigns. Even with all of this high praise, there are email verification myths that exist in the minds of business owners.

To help you out, let’s debunk some of these email verification myths, shall we?

All Email Verifiers are Created Equal

When it comes to data, accuracy is key. That’s especially true with email. Some email verifiers, like BulkEmailChecker, can’t promise the accurate results that more reputable services can. BulkEmailVerifier has a 95% accuracy while more reputable companies, like XVerify, boasts a 98% accuracy. This is in part due to top verifiers ability to verify emails on all popular servers. This is done by verifying each individual username at the domain, to make sure the mailbox is a real active account.

BulkEmailChecker has similar capabilities, but a few warning signs are raised with them. To begin, they are unable to successfully verify Yahoo addresses. The inability to complete this large group of emails, puts them behind the curve and unable to provide the accuracy your business needs. Another indicator that the site is not the most trust worthy is the privacy block they have on their WHOIS details. The WHOIS is the tool used to look up who owns a domain, helping verifiers collect the contact details of the site owner. Keeping this information private implies that they are not being forth coming with their verifications.

Email Verifiers Sell Data

Data is valuable, but so is privacy. There’s a fear amongst people using email verifiers that the services verifying your email list may take those emails and sell them to spammers. That puts your email list in danger and it endangers your business by relating you to spam. But this is not true for all verifiers. The best way to know a company has your best interest at heart is to look for a Privacy Shield Certification.

Privacy Shield is an independently run, third party group that works to effectively comply with international data laws and transfer protocols. Getting a Privacy Shield Certification is no easy task. Designed by the US Department of Commerce, the EU Commission and the Swiss Administration, the Privacy Shield Certification calms the worries of consumers when it comes to protecting their data and transferring their information. Both internationally and within the US, the Shield ensure companies meet all requirements set in law to make sure customers and businesses feel safe and secure handing their data over to a third-party verifier.

Email Verification is Designed for Spammers

In the beginning spammers did use email verification tools to clean harvested data. They did this to hide their bad practices so that ESPs would not boot them off their sending platform, spammers still attempt to use BulkEmailChecker because it is dirt cheap. They did not pay anything for their email list, so why would they want to pay for quality email verification?

Email verification is used to enhance the customer experience, and prevent bots when implemented in real time. Once implemented in real time, and if an incorrect email address is entered the user is prompted that the information they input was invalid. This gives them the opportunity to correct the data they plugged in. Therefore, reducing invalid entries the first time, and allowing you to immediately send off your welcome mail without having to worry about hard bounces.

When you wait for a bulk upload, you slow down the email process and run the risk of your customers forgetting they opted in to your email list. If the user forgets that they opted into these emails, you increase the chance of your email being sent to spam. A spam report works against your domain name and damages your sender score. With real time verification, as soon as the email is accepted, you can immediately send out a welcome message. Immediate response times keeps you fresh in the user’s mind, and gives you the highest chance of user engagement.

Spam/False Emails Are The Only Dangerous Email Types

False emails are dangerous. Spam emails are worse. But these aren’t the only types of addresses that could potentially damage your sender score. Two of the most hazardous types of emails on your lists are complainers and temporary accounts. Complainers are users known for sending emails to spam. These users could be redirecting you to spam for any number of reasons. It could be because they don’t know how to unsubscribe. They’ve forgotten they signed up for your emails or don’t want to go through the unsubscribe process. Handle these users with care. Spam complaints raise red flags with email service providers across the board and can sink your sender score.

Another dangerous type of user is a temporary or disposable email account. These accounts can be hard to catch since, technically, they’re active accounts. Some email verification services wouldn’t notice anything special about these accounts. Fraudsters are known for using these to collect information and then eliminating the address. This puts you in danger in a couple of different ways. First, it opens you up to spammers. Linking your domain with spam activity endangers your sender score. The emails can also end up in eventual hard bounces. Hard bounces occur when emails are undeliverable. This raises additional concerns with email service providers, once more damaging your sender score.

With a basic email verification service, these two user types can go undetected on your list, opening you up to potentially harmful activity. Simply not knowing about these users can plummet your sender score, landing you in the spam folder, or worse on a black list. Once that happens, you can say goodbye to open rates and crowd engagement. Picking your email verifier wisely makes sure that you’re getting the most out of your verification services, and in turn getting the most out of your email campaign.



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