Is Email Verification Software Worth The Money ?
Does email verification software work? Can my business get good email verification software for free?
These are the two most common questions that businesses have about bulk email verification software. This post will answer these two questions and more. Let’s jump into it.
Is paid email verification software worth the money or not?
Email Marketing Is the Most Effective Marketing Channel
Before we explore whether email verification software is worth it, let’s quickly inspect the value of email marketing.
After all, there’s a widespread misconception that email marketing is dead. In reality, nothing could be further from the truth. Email marketing is not only a good marketing channel, it’s the best marketing channel around. According to the DMA, email marketing has a median ROI of 122%. This is 4x higher than any other marketing format, including PPC, direct mail, and social media.
And guess what? Email marketing is growing like crazy. The amount of business and consumer emails sent are expected to grow 4.4% each year for the next four years.
In other words, email marketing is the big kahuna of marketing channels.
Unclean Emails Ruin Your Overall Email Deliverability
Global inbox placement is only 75.9%. That means almost ¼ of emails are never delivered. Why are the ISP’s so strict? Well, 74% of all emails are spam, messages ISPs know consumers don’t want in their inbox. So, reputable ISPs and ESPs use complex algorithms to keep spammers out.
One factor in these algorithms is the number of bounces your mailings have. If over 10% of your emails bounce, less than 44% of your messages will reach the intended inbox. Bad addresses on your list make it hard to reach the people who want to hear from you. For this reason, it’s essential to hastily remove bad emails from your list.
Your email List Is Decaying
Think about your car. It needs regular maintenance, right? Every so often you need an oil change, a tire rotation, a transmission flush, etc. If you don’t do these things, the performance of the entire car will suffer. The same idea applies to your email list. If you don’t regularly purge bad addresses from your list, your email marketing success will be hindered.
Email contact databases decay by an average of 22.5% every year. Four million Americans are in the process of changing jobs. A new job means a new email address, typically rendering the old email an invalid bounce. You also have people who make new addresses, abandoning their old email for so long the ISPs convert it into a recycled spam trap.
In other words, bounces and spam traps are slowly but surely being added to your email list. If you’re not actively removing them, they’ll harm your email deliverability.
Single Opt-in With Email Verification Is Better Than Double Opt-In
Double opt-in used to be a cool as a cucumber. Now high-level marketers like Litmus are challenging that idea.
Before we get into why let’s extol the virtues of double opt-in. For one thing, single opt-in can be dangerous. Your competitors (or other bad actors) can harass you by filling your list with spam traps or bounces. Double opt-in prevents this foul play.
Yet, double opt-in is not a bed of roses. For one thing, the failure rate of homepage sign-up for double opt-in is 27%, while the failure rate for single opt-in is 15%. Also, 21% of all opt-in emails never make it to the inbox. To enumerate, double opt-in has a disturbing number of false positives. In other words, it daunts too many good prospects.
Fortunately, there’s a better solution. That’s single opt-in bundled with the protection of email verification software. Cleaning your list will remove the dangerous spam traps and bounces that bad actors add to your single opt-in list. Meanwhile, it keeps your signup process as frictionless as possible, which allows you to grow your list as quickly as possible.
Email Verification Software Removes Many Bad Emails
They say a person is known by the company they keep. ESPs certainly follow this motto. For instance, Mailchimp’s Omnivore automatically assigns a level of risk to every list you import. If your list has too many bad emails, you can’t send to anyone on the list. Here are the types of bad emails that email validation software erases.
- Pristine Spam Traps- Fake addresses made by ISP’s and dangled on the internet. No one from these addresses signs up for a list, so they shouldn’t get marketing emails. However, these addresses often end up on purchased lists or single opt-in lists that are the victims of foul play.
- Recycled Spam Traps- Abandoned email addresses claimed by ISPs and dangled on the internet. They’re also used to trap spammers. Emailing a recycled spam trap is bad, but not as bad emailing as a pristine spam trap.
- Complainers- People who complain to ISPs about your messages instead of unsubscribing. Complainers can certainly harm your deliverability.
- Hard Bouncers- Email addresses that cannot receive your message.
- Syntax Errors- Misspelled emails that don’t exist.
There Are No Convenient Free Alternatives for Paid Email Verification Software
It would be unfair to say free email verification is never worth it.
Many companies offer a free trial of their service. You can usually verify around 100 emails for free before having to pay.
However, 100 emails only satisfy the smallest of businesses. Many companies have tens of thousands of emails to verify. Skipping around from free trial to free trial is also nonviable. Batches of 100 free email verifications won’t do the trick if you need 50,000.
So, here’s the next question. Isn’t there totally free email verification software (besides limited free trials)?
Unfortunately, there isn’t.
It costs money for software companies to accurately verify emails, so you’re not going find free bulk email verification software. There are companies that pretend to have free unlimited verifications. However, tedious rules are always hidden in the fine print. One common tactic is only letting you verify one email at a time, often limiting your further with an intrusive CAPTCHA.
So, unless you only have dozens of emails on your list, then paid verification is the way to go. After all, time is money.
Have Any Questions About Email Verification Software
Email is the best way to get a hold of your customers. A message is five times likelier to be seen in email than on Facebook. That’s why it’s critical for you to have a clean list. It lets you can reach all your customers when you need to.
If you have any questions about email deliverability, then email me directly at [email protected]. I’ll be glad to answer your questions for free.