Not doing email address verification will absolutely mean the failure of your campaign. On the average, only 28% of emails make it to the in-box.
Email addresses are fluid. No matter how much you monitor emails and attempt to keep your email list clean, addresses will eventually go bad or “atrophy” over time. Users may shut down their email accounts. Many people move on from corporate jobs where their email was hosted. Some people just abandon an email account until the inbox becomes full and can no longer accept messages. When you attempt to deliver an email to an email address that, for whatever reason, is a bad or invalid email address, the send is registered as a “bounce”. That means the email that you tried to send bounced back and was not deliverable.
You Want to Eliminate Bounces
You might think this is no big deal. However, the more bounces you receive when you send email, the more your sender reputation will be impacted. This is because most email service providers know that responsible email senders remove bad addresses from their lists. They keep them in the best possible shape to eliminate those nasty bounces.
Who are these email service providers? Think gmail, aol, bellsouth, comcast, and yahoo, just to name a few.
Improve Your Sender Score
In addition to the percentage of bounces, these email service providers take a lot of other metrics into consideration to determine a sender’s “reputation”. This is called the Sender Score. They include spam complaints, mailing to unknown users, industry blacklists, mailing to spam traps, subscriber engagement and more.
Thank of a Sender Score like an email list credit score that gauges the health of your email program. The Sender Score is a number between 0 and 100 that identifies your sender reputation and shows you how mailbox providers view your IP address.
You can improve your Sender Score, with email address verification, since it eliminates the incorrect email addresses, known spammers and screamers.