How Email Verifiers Work

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Every marketer who has run an email or outreach campaign at least once knows that email marketing is a proven and accurate marketing method, the best thing about it is the metrics – every step of your email campaign can be easily measured.

How Email Verifiers Work
How Email Verifiers Work

The most well-known metrics in each campaign are delivery rate, open rate, click-through rate, and conversion rate. These measure the overall success of any campaign. Campaign management and smart optimization allows you to control any and all of these metrics, thus driving your results to new heights. Unfortunately there is one metric that many people forget about, it measures the first step of your email campaign - email address validity. 

The more accurate your initial email list, the better your campaign will perform. More importantly, this small metric can dramatically improve your results or completely kill an entire campaign.

What is email verification? 

Email verification is the process of verifying that an email address is valid and improving the likelihood that it belongs to a real person. The whole purpose of email verification is to ensure that a genuine person with a valid email address receives and interacts with the email sent.  

Why should I use an email verifier? 

People can change their email provider People can create a new account with the same provider People can change their place of work The domain may have been closed Say you've collected an email list that only includes select subscribers. Ideally, they have already confirmed their email address in the second step of the double opt-in process. 

However, this initial confirmation does not mean that the email address will be active forever. Here are four reasons why email addresses can be invalid and why it's a good idea to verify them. People can change their email provider. Gmail, Outlook, Yahoo, etc., differ in functionality, design and policies. For their convenience, users can switch to another provider and change their email addresses. 

Their initial permission to receive emails from your brand does not apply to their new address. There is no way for you to know that specific users have changed their email provider until you verify their email addresses. People can create a new account with the same provider. People who originally registered an email address for personal use may decide to use it for business communications instead. 

 An informal email address, such as, will look inappropriate and give the wrong impression. For this reason, the user can create another account with their real name at the address, for example, People can change their place of work. 

This is a widespread problem in the B2B segment as many professionals move between companies. When they start a career in another company, they abandon their previous corporate email address and change it to a new one. The domain may have been closed. The part of an email address that follows the “@” sign is the domain address. 

For personal communication, people use email providers and their email address ends with the corresponding domain address, such as “,” “,” “,” etc. Marketers and business people use corporate domain addresses instead. These users will not be able to receive your emails if their company is out of business and the domain is down. 

Why You Shouldn't Skip Email Verification 

If you're wondering why you need to check email validity, here's why email verification is important and why neglecting it when doing email marketing can lead to catastrophic campaign problems that take weeks to resolve. 

Reason 1: 

 It helps keep your email lists fresh Annually, 22.5% of email addresses become invalid. It's not your fault; This happens naturally due to various external factors. Often, people change companies and their corporate email addresses on your list become inactive. If you don't verify your email list regularly, within a year, a 22.5% bounce rate will exceed the acceptable bounce rate by ten times, and your sender reputation will take a real hit. Pro tip: Verify your email list once every two months.  

Reason 2: 

It reduces hard bounce A hard bounce is an email that bounces back to the sender because the recipient does not exist, i.e., the email address is invalid. High bounce rates are usually indicative of spammers, so ESPs don't take kindly to users with high bounce rates. When your bounce rate goes up, your sender reputation goes down. Once that critical threshold is crossed, your account is blacklisted.  

Reason 3: 

It improves email deliverability When you use an email verifier to filter out invalid email addresses, you can be sure that those that remain are able to receive email, meaning your messages reach the inbox. Then, your email deliverability remains high. This helps save on sending emails and once again, preserves your reputation as an email sender.

Reason 4: 

It maintains a high sender reputation Your sender reputation depends on many things. We've already mentioned bounce rate and deliverability, but there's also spam reporting rate and your sender habits (never forget to warm up new email accounts!). 

Consistently using email verification services in your marketing will help you maintain a high sender reputation and avoid blacklisting.

How does email verifier work? 

Syntax check Check domain existence Check MX records Email Verifier has three ways to analyze email addresses.  

Check it out: Syntax check. 

The easiest way to confirm that an address is active is to check that it is spelled correctly. It should not contain spaces or commas and should be properly formatted, starting with the mailbox name and followed by the “@” symbol and the domain address. If there is a typo in the address, you may not be able to deliver your message.  

Check domain existence.  

It helps to identify whether the domain address is registered and working properly. If that doesn't work, all email addresses hosted on this domain no longer exist and won't receive emails.  

Check MX records. 

This is the most sophisticated way to verify email addresses. A mail exchanger record identifies which server is responsible for receiving email. Email verifiers check whether the server responsible for a particular user's address is registered and functioning properly.

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