We have already seen it in a previous article, it is crucial to build and keep clean diffusion lists. Indeed, one of the main reasons for a weak king after a marketing campaign is a problem in terms of email addresses (incorrect, inactive, malicious). It is with this objective of maintaining lists that the validation and verification of emails are involved, presenting themselves as essential. But is there a real difference between these two terms, and if so, which one? This is what we try to understand here.
The importance of email addresses in your marketing strategy
Having quality email lists is a real asset for a company, as it can allow it, among other things, to use various marketing tools to transform its prospects into customers, therefore to make sales. Newsletters, promotional offers, various content: all contribute to maximizing the visibility and performance of the brand. At least as long as they are sent to the right addresses (valid and active). If necessary, with incorrect addresses, the brand can be penalized, both in its image and reputation and on its sales. Thus, conserving the cleanliness of your lists helps guarantee the delivery of your emails, reduce your rebound rate, keep a good reputation as a sender and make sales.
What is the validation of the email?
It very often happens that an email address entered is incorrect, that it contains errors (typing or spelling mistakes, for example). This can be deliberate or involuntary on the part of the person who informed it. It only takes one letter less or more, a symbol in poor place, so that the address is no longer good and therefore turns out to be unusable.
This is where the email validation process comes in. Indeed, the latter will be able to identify typographical strikes or typographical errors, whether deliberate or not. It will also allow, when the address is tapped, to quickly confirm that the address exists well with the entered field (Hotmail, Gmail, Yahoo, etc.).
Validation helps to significantly reduce human errors when entering email addresses, such as in form fields. It is essential for the organization and cleaning of the distribution lists, and helps the company keep a good sender.
What is an email verification?
The verification process is an essential step which aims to verify that the email is sent to a real recipient. It therefore makes it possible to ensure that the account of the reception box at the end of the chain exists (validity), that it is well-used therefore active, and that it accepts incoming emails. Once this process is finished, you know that your email will reach the right person.
The verification concerns the syntax of the email address, but also the validity of the domain, the “catch-all” accounts, and the MX records.
Verification allows the company to prevent hardbounces, to ensure that Its recipients receive the emails intended for them correctly and at the right time. It is therefore a saving of time and money in the sense that this process avoids sending messages to inactive or erroneous addresses. It also allows the company not to see its communications considered to be spam. It also intervenes in terms of campaign results, because it can be perfectly constructed and effective, but not to work, simply because many addresses in the list are unusable.
Overall, the verification of emails is a major asset for guarantee a good delivery rate and keep a good reputation as a sender.
Conclusion: validation or verification?
At the start, these terms designated the same thing. But the more hygiene measures concerning the diffusion lists have refined, the more the difference was created. Although the two remain close, the nuance, as subtle as it is, does exist. For your email marketing campaigns, the best is to choose Captain Verify because our service offers both validation and verification. These processes are even more effective when coupled.