Why Email Verification Matters: the Good, the Bad and the Ugly

Email verification is vital for keeping your customer database up to date. There are a variety of reasons for this, including keeping both your reputation and your users’ data safe. Here are the three most compelling reasons why you should make validating your customers’ email addresses a priority:

It protects your sender reputation

In the digital world, your sender reputation is something to be safeguarded. It’s calculated based on your sending history, number of spam complaints, the authentication protocols you employ and the standing of your IP addresses and domain names.

Verifying email addresses against errors, bogus domains and spam traps helps to reduce your bounce rate and spam record and keep your lists clean.

It protects your business network

If a client or customer has mistyped their email, they will have rendered all incoming mail as undeliverable. Email verification software with a correction tool can spot and iron out any errors to make sure you’re not sending materials to defunct inboxes.

If a customer has changed address after a company or position move, look at programmes that can match up old data with new to reconnect. Both of these approaches help to preserve your network.

It protects your customers’ data

If you don’t validate that an email address belongs to the person who entered it, you could be leaking their personal details to someone else. A massive security breach like that is likely to irreparably damage your business’ image.

There are plenty of examples to warn you of the danger – from hijacked Skype accounts to falsified Netflix subscriptions. Mailchimp has been criticised for doing away with its opt-in confirmation email as the customer default, while Gmail has come under fire for not recognising dots in email addresses.

Luckily, the solution is simple: a validation link that requires information that only the intended customer would know should cover you.