Why Does Email Verification Matter?

Businesses devote a lot of effort into gathering lead data, particularly email addresses. Emails provide a direct line of communication with prospects, enabling you to drip-feed them with information, newsletters, and deals until they are ready to move forward while your sales staff works its magic.

Email collection may be challenging, though, particularly if consumers are being encouraged to submit their information for reasons other than merely wanting to hear from your company.

You won't be able to connect with leads from every email in your list.

Due to this, email verification is essential. This article will explain what email verification is, why it's important, and how to start validating emails for leads.


The Effects of Email Verification on Your Team

Your sales team and your marketing team might see unfavourable effects from an unchecked email list astonishingly rapidly. There are several reasons why this occurs, all of which email verification may assist to avoid.


It Deletes Your Email Information

Unchecked email lists nearly often indicate that the information you're receiving is inaccurate.

You are unsure of the accuracy of the open rate if you have 100 emails on your database that have never been validated and a 40% open rate. Are 60 recipients of the email thinking, "Eh, not interested," when they see the subject line? Or do more than 40 users do this, and 20 of the emails either aren't delivered or end up in inboxes that are empty?

Your data hygiene is poor if you lack a clean list. It becomes hard to accurately assess the effectiveness of your campaigns due to the deterioration of your KPIs, which also makes it practically impossible to later adjust them for better results.


It Might Affect Your PPC Campaigns

Are your PPC campaigns leveraging an email list? An unvalidated list can have an impact if you use Facebook Ads with customized audiences built from your customer data.

While low-quality emails won't stop your higher-quality lead generation from seeing the advertisement, they may mislead you about the potential audience size of your campaign.

It can also damage any ads you run where you create lookalike groups off your email list if some of the email addresses are authentic but aren't exactly your target demographic. This will give Facebook the incorrect impression of people you really want to reach.


Your sales team may become distracted

Your sales staff will contact you as soon as fresh leads are received. This is how the funnel functions. And although lead scoring can undoubtedly aid them in concentrating on the ideal candidates to pursue, the truth is that they will contact everyone, even if a lead otherwise seems like a solid prospect excluding a bad email.

Your team should be concentrated on the best potential sources of revenue acceleration. A straightforward step in that approach is email verification.


It may increase marketing expenses

In general, email is a very efficient, economical, and profitable platform. But as soon as you start considering a sizable, unmaintained email list, your expenses rise and your ROI declines.

On a per-user approach, email software is incredibly cheap, but the majority of vendors provide tiered pricing based on the number of users you want to keep on file. You're paying more for nothing if your email list contains a sizable volume of subpar emails. The money might be better used in other areas of your marketing division or possibly your company as a whole.


It May Decrease Your Deliverability

Your deliverability rates will suffer from bogus and low-quality emails. High bounce rates and poor deliverability are likely if the emails cannot be sent because the email addresses are invalid.

Your overall performance may begin to suffer as a result, as mail servers may start to flag more of your messages as spam by default due to what they may interpret as a sign of low quality.



If you came to this site wondering "what is email verification?" because most brands have never heard of it, know that you're not alone.

Nevertheless, just because some brands permit their lists to be left blank does not indicate that you should. For a variety of reasons, it's essential to maintain excellent data hygiene, especially now that doing so only requires uploading a list to a free platform and taking appropriate action.