For any expert email marketer getting subscribers and reaching their inbox is the main objective. But due to misspelling and other errors, there’s always going to be a lot of invalid addresses in your email list. This is the reason why marketers are using different validation services to clean up their records. Today in this article, we are going to discuss the ROI of email validation and how to measure it, but before starting, it important to understand what is Email validation.
Email validation is a service which checks the authenticity of a given email or list with the help of specific procedures/systems/tools. Herein, authenticity implies the probability that an email address exists, and it is being entered in the correct order. At the basic level, Email verification is about syntax; for example, to make sure that an address has no mistakes or errors.
And the advanced level of verification includes things like removal of spam trap, deduplication, MX records, verification of domain, etc. Services like these can check up to millions of emails in one go.
Types of Email Verification
There are several techniques and approaches to improve the accuracy of the validation results. Some of them are as follows:
- Syntax Verification: this technique is used to check whether an email address is syntactically correct or not. It checks the format and possibly mistakes.
- SMTP Verification: by using Simple Mail Transfer Protocol (SMTP), the system finds out the receiver’s server and check if an email address exists.
- MailboxVerification: establishing a connection to a specified mail server and check the presence of mail server records in the DNS. Here, if the SMTP request couldn’t be executed, the attribute will return “true,” “false,” or “unknown.”
- Domain Verification: Domain verification is used to check the validity of the domain (typically by it sending HTTPS requests), along with DNS, domain registration services for proper ownership or contact information, etc.
Of course, sending a valid message and getting a response would be the most reliable way to validate the email address. But reminding again that we’re taking examples with millions of emails, so it is irrelevant. However, one way to do this is to ask your subscribers to click on the confirmation link sent in the email message.
Now coming back to the ROI of Email Verification and how to measure it?
When you invest money in email validation, obviously you want to evaluate its efficiency, i.e., Return-on-investment. ROI measures profits gained relative to investment costs and presented in ratio or percentage.
The typical formula to measure of Return-on-investment is:
Return-on-investment = (profit from investment – value of investment) / value of investment
Let’s take an example, say the investment is $1,000, and profit gained is $1,500. So, 500 divided by 1,000 = 0.5 would be the ratio of Return-on-investment or 50 percent.
Return-on-investment is one of the most significant email metrics which demonstrates the effectiveness of marketing efforts.
By utilizing our email validation system increase the number of emails that reach their intended destination to decrease bounce rates, spam trap hits, and subscriber complaints due to invalid or incorrect data. Email verification is an essential part of email marketing. Proper email validation makes sure that you are emailing only deliverable emails.
When you try to email an undeliverable email address, you generate a hard bounce. If you are using your mail server to send mail too many hard bounces can get you blocked. Keeping the amount of hard bounces to a minimum is critical to maintaining your email sender’s reputation high. A high sender reputation is what makes sure your email will reach your client’s inbox and not end up in the spam. High sender reputation and high inbox rates are vital to making client interaction and producing a higher ROI for your email campaign. We not only check the spelling and syntax of an email address, but we also authenticate that the email address is fully deliverable.
Let’s get in touch. You may contact us at any time you need expert support or have any questions regarding our data validation tool.