Email Hygiene and Verification is a tool to aid in determining which email addresses are deliverable. Email addresses that are undeliverable or problematic can be removed from your list. The verification process will also check the deliverability of an address with the internet service provider. This will identify undeliverable email addresses and, also, spam traps, which are intentionally invalid email addresses from ISPs and blacklist services to determine if the sender is using proper email hygiene practices. Mailing to undeliverable addresses and known spam traps could negatively impact your sending IP address reputation and, potentially, could cause an entry on a blacklist. An email reactivation tool or change of address provider, such as FreshAddress, allows you to find alternate, deliverable addresses. A change-of-address tool could replace the old address with a new, valid one. Email Append Another option to replace undeliverable addresses is an email append, which is a process to look at this individual’s first name, last name and postal address to find other email addresses associated with that person. For example, joe.smith@aol.com may be undeliverable. But joe.smith@gmail.com could be an alternate email address for that individual and is deliverable.
Email marketers understand the importance of deliverable addresses. Deliverability is critical for conversions, and it impacts a sender’s reputation with ISPs, among other effects. But a clean subscription file requires diligence in continually removing undeliverable and problematic email addresses.
In this post, I’ll describe three tools to help ensure your subscribers’ email addresses are deliverable.
Verification and Hygiene
There are typically multiple points of data capture for email signups. One is an opt-in on the website. There is also account creation during the purchase process — online or via the phone. Each point has the potential for typos or mistakes.
Email Hygiene and Verification is a tool to aid in determining which email addresses are deliverable. Email addresses that are undeliverable or problematic can be removed from your list.
Email Hygiene and Verification checks the basic syntax of the email address. This identifies, for example, bad domains, misspellings, improperly formatted addresses (joe.smith@@gmail.com), duplicate records, or address with special characters.
The verification process will also check the deliverability of an address with the internet service provider. This will identify undeliverable email addresses and, also, spam traps, which are intentionally invalid email addresses from ISPs and blacklist services to determine if the sender is using proper email hygiene practices.
Mailing to undeliverable addresses and known spam…
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