Currently, 93% of digital marketers in B2B companies use email marketing as part of their strategy. They develop messages responsively so that they can be read on mobile devices and conduct tests to find the best subject lines that encourage their subscribers to open the emails. Finally, several CTAs are tested to understand which combination leads to the most conversions.

But if you don’t check if your emails are valid, leaving your email list outdated, your campaigns may not produce the results you want. If your emails never reach your contacts' inbox, you may miss out on a great opportunity of converting your leads into sales.

The success of your campaigns is linked to the quality of your email list. Do you remember the last time you removed unwanted emails from your mailing list? If several of your emails were not delivered in your last few campaigns, why should you keep these contacts? It might seem like a small thing, but it is not.

Having a list full of invalid or incorrect email addresses costs the company valuable resources such as time and money. To have a sustainable and successful email marketing strategy, you must check If an email is valid before you decide to keep it in your mailing list.

What is a valid email address?

A valid email is a deliverable email address, that is, one that reaches the recipient's inbox. In other words, when sending a message to a valid email, the message does not return, and your hard bounce rate does not increase.

In technical terms, a valid email consists of an address whose username exists within that domain.

Checking if an email is valid or not is necessary for several reasons. Given below are some scenarios which end up lowering the quality of your mailing list:

·   The user entered the wrong address. The first reason an email is considered invalid is a typo. When registering to your list, the user may have typed an incorrect email address or simply used a fake one;

  • The user deleted the account. It is common for email users to have more than one account, such as a professional one and a personal one, or accounts with different providers. The global average is 1.75 email accounts per person, and normally one account ends up being unused;
  • The user changed the user name for the email address. In the same way that the user can delete his account or change their service provider, he can also change his username, and leave the old account unused or deleted;
  • The user left their company or changed jobs. A consumer might use their corporate email to sign up for a mailing list. In the instance where leaves the company, he renders that email address useless for your campaigns;
  • The domain no longer exists. If the domain website ceases to exist, the emails associated with that domain will also no longer receive messages.
  • The email does not belong to a user. There are also those accounts that do not belong to a specific person. For example, an email like contact@forexample.com is created to reach a company's department, and not one person (whose tastes and interests are easier to decipher).
  • The address is duplicated. Finally, it is also common for mailing lists to have duplicate accounts, either due to a system failure or because the user registered the same address with different names.

Why should you check if an email is valid?

The answer to this question is straightforward: validated email lists contain almost exclusively email addresses that correspond to active users. This means that your efforts to create a successful campaign are more likely to be fruitful, as actual people are going to receive your messages.

Consequently, you will be able to focus your efforts on creating attention-grabbing subject lines, email designs and quality content that will resonate with those who are more likely of  becoming your customer, instead of worrying about metrics such as bounce rates.

But not only that. One of the criterias used by leading email providers, such as Gmail and Yahoo, to classify their messages as spam is whether the campaigns sent reach active users.

It may be strange, but email addresses expire. It is estimated that, of the 1000 contacts of a company, 4.5% lose their validity after just 28 days. People often create temporary accounts to receive particular promotions or communications. After the period of interest, the addresses are abandoned.

ISPs (Internet Service Providers), to reuse their resources, recycle these inactive addresses by excluding them. One of the main delivery criteria is whether the campaigns you send are relevant.

If you send emails to email addresses that are not active, and your number of bounces is high, your sender reputation will automatically suffer, causing messages to be forwarded to the spam folder or not to be delivered.

If you analyze the reason why you should check if an email is valid from the perspective of ESPs (Email Service Providers), you will obtain a similar result.

Email marketing providers, such as MailChimp, Activa Campaign and NewsletterSoft, are concerned with ensuring that their customers' mailing lists are validated, otherwise, their sending IPs may be blocked.

Many providers, like MailChimp, do not clear new mailing lists, preferring to block customer accounts when the number of spam complaints is high. To avoid this scenario, checking whether the accounts are valid is essential.

How can you check if an email is valid or not?

There are some ways to check if an email is valid – and we’ve talked about it here.

No doubt, the best choice is to use an email validation tool, like TheChecker. In addition to being simpler to use than other solutions, TheChecker verifies much more than just the address syntax, it also does the following:

  • Checking the syntax of the email: email addresses do not need to follow the grammar, but there are some rules that you must comply with in order for the email to be sent. The tool does this validation for you;
  • Domain verification: the tool also checks if the domain is spelled correctly and if it still exists;
  • Checking unlikely names: it is also necessary to check if the email is not an address created at random;
  • MX Records check: Mail Exchange (MX) records are the Domain Name System (DNS) records required for a message sent to an address to be received by it. The tool checks the MX record to ensure that the message reaches its destination;
  • Catch-all email check: email validation also checks if the address is not a catch-all email (which receives all messages directed to a specific domain, even if the username was not created for that one domain);
  • SMTP authentication (ping test): finally, the tool performs a ping test, which checks if there are any obstacles in the path between the outgoing address (from where you send the emails) and the incoming address (of the recipient), to identify whether an account is active or not.

What's better: TheChecker does it all with one of the highest deliverability rates on the market - with 99% accuracy in its checks.

Benefits of using an email checker

Cleaning and maintaining your address databases is essential to ensuring that your email marketing campaigns remain effective, relevant and profitable.

Here are some benefits of checking if an email list is valid:

Improves your delivery capacity

If the concept of deliverability is still not clear to you, it is worth reading about our guarantee of deliverability.

But how exactly will a clean, qualified contact list help you out?

Avoiding rebounds: when your contact list is not filtered out regularly, it may contain invalid and outdated email addresses. These cases trigger bounced emails (error messages for each email that was not delivered), detected by the providers. As a result, your campaigns can be blocked momentarily or permanently. By keeping your bounce rate low, you reduce your risk of being blocked. This action optimizes the delivery capacity of your email marketing campaigns;

• Beware of spam traps: an outdated mailing list can also contain spam traps or "fraudulent emails". These are real email accounts, created by real users, that have been disabled (usually due to inactivity). These email addresses are recycled by ISPs to be used as traps to combat unwanted email addresses. Sending campaigns to these addresses is a signal to ISPs that your database is of poor quality and your reputation as a sender will be adversely affected.

Improves your sales performance

By having an up-to-date database with relevant and good quality information, you give the sales team more time to focus on what they do best to generate more results.

This not only allows the sales team to receive accurate data, but also improves your ability to segment your lists and send even more assertive campaigns.

Reinforce your brand engagement

A complete and qualified database allows you to adapt the message for each contact and personalize it thoroughly.

By regularly updating your contact list, you improve your brand image and increase your engagement rate.

Improves ROI of email campaigns

Everyone wants to have an email list with as many subscribers as possible. But a large list does not necessarily mean good returns on investment.

It has been proven that the ROI of email marketing (as compared to other forms of marketing) is one of the highest as it can reach up to 4400%.

But, if some of the subscribers on your list are unreachable, how will you achieve that ROI? Checking if the addresses are valid will allow you to prioritize the elements that have the biggest impact on your ROI.

After all, it is better to have a mailing list with fewer subscribers who read your emails, than 20,000 contacts that are not reachable.

Try TheChecker right away

TheChecker is the choice of market giants like Netflix, Zumper, WeWork, openTable and thousands of companies (of all sizes) in more than 170 countries.

Why is that? Because our solution provides accurate, affordable and quick results. It removes duplicate email addresses, spam filters and also checks for "mask" emails, which are used to hide the recipient's real address.

If you are still unsure why don’t you give it a try? Sign up for free to earn 100 verification credits and start validating your addresses! We also welcome any feedback that you may have. Let's kill the bounce!