Despite the popularity of social media, email marketing remains a salient method of expanding any company’s customer base. It is well-established, accurate, and easily measurable. However, it comes with its own hidden obstacles.
Any marketer dealing with this channel is sure to appreciate the benefits of a reliable email checker, also known as a verifier. This tool is indispensable for anyone who wants their outreach marketing campaign to be successful. Here is how such systems work.
One of the metrics for any mailshot, it is, however, often unfairly overlooked by the marketers. Nevertheless, it is no less important than the indicators for delivery, click-through, opening, or conversion. An accurate list of recipients is crucial to ensure high performance.
How Checkers Work
These may be plugins, desktop software or online tools whose purpose is checking that a certain address (or addresses) are valid. This means that they not only exist but are also working. A marketer may now check the validity of separate addresses or address lists in bulk without even leaving the browser tab that is currently open (in case of plug-ins).
Today, online checking services prevail, as these can be accessed 24/7 from any location and internet-connected device. Another important benefit is the use of several servers for the check.
So, how does the process work? Here is a look at the main tech features and verification steps. Please note that checking software and tools may sometimes include only some following mechanisms. However, the best products must offer all three.
1. Is the syntax right?
The central feature of any checker, it determines if the address is spelled properly (no commas or spaces, all the necessary symbols like @ are in their right places).
2. Is the domain real?
The address you are checking must be hosted on a real domain name. This name must be registered and operating correctly on the hosting domain. Verifying this is the purpose of this second step.
3. Email pinging
This is the final and most complex element. The term refers to the process, during which the email checker tool pings the exact email address with an EHLO message and waits for a response from the mail server, which must confirm that the address exists on the server and that it is active.
When Addresses Lose Validity
Addresses may become invalid for several reasons, ranging from technical complications to the human factor. For example, the person may have switched email clients (e.g., from corporate mail to Gmail). Another common case is changing the inbox provider. In these situations, even when the initial address remains active, sending messages is futile.
Alternatively, your recipient may have replaced their email ID whilst staying with the original provider (e.g., it is now [email protected] instead of something less formal like [email protected]), or switched to a different account. Switching jobs or positions is another common reason.