Email is a critical component of sales and marketing outreach. Almost all sales and marketing reps understand this concept, but what actually happens when email addresses are not correct? What are the dangers? What are the options to make email addresses are correct? There are two major techniques to  ensure your email addresses are accurate and ready to go.

Email Validation

An email address has two parts, the local-part and the domain. The local part is that portion of the email address prior to the ‘@’ character and it identifies the name of the mailbox.  The domain is that portion of the email address after the @ character. The definition of a valid email address format is complex and defined in Internet standards RFC 5321, RFC 5322 and more.

Jupiter Research states that over 20 percent of email addresses entered into online forms contain typos, syntax, domain and other errors.

Wow, 20%! How is this happening? Here are some examples of simple typos that will cause validation to fail. The most common type of errors include:

Should be Provided on form
.com .comm
.com .comn
.com .con
.com .cmo
.com .ocm

Email addresses not having a valid format is an insidious problem because this type of data is usually created by prospects when they fill out a web form, leaving more margin for error. Using bad data in an email campaign can cause the email to bounce, resulting in the entire record being abandoned, deleted or never used again. Also, email bounces can negatively impact the reputation of your email server and cause it to be blacklisted.  

Some form providers and all HTML5 forms have the ability to detect an invalid email format and will warn the person if it is incorrect.  This can prevent the majority of incorrect email addresses from entering your database, but not all and that is why the next technique is employed by most marketers.

Email Verification

A more thorough technique not only ensures that the email address is formatted correctly, it also confirms that an email address can be delivered to its mailbox.  The technical processes used to verify an email address and the resultant accuracy can vary between vendors. Some solutions use massive databases of email addresses that are known to be valid.  Some solutions simply ‘ping’ the email server and use the response to determine if the email address is deliverable. Both of these processes are subject to errors. Other services, like RingLead DMS, use a real-time process to verify the deliverability of the email address and determine if the email address is a spam trap or other undesirable type.

Also keep in mind that contact data, including email addresses decays at a rate of 3-5% per month and needs to be continually cleaned, normalized and enriched in order to make sure your CRM has the most up to date and accurate information. RingLead DMS is the complete end-to-end cloud-based data management platform to help maintain the health of your CRM and marketing automation system by cleaning, protecting, enriching and normalizing all of the data in your database in real time.

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