What should you be looking for when comparing vendors?
Every marketer knows that each customer email address they have is valuable, but what they may not know is that just one bad egg can stop an effective campaign from reaching the target audience.
Poor email hygiene can result in your entire campaign being blocked meaning your emails will fail to reach the intended inboxes. Investing in any kind of technology is a calculated risk for an organisation, as it could work extremely well or it will be a flop, costing the company more time and money.
Here are 3 tips to consider when searching for an email validate supplier...
The speed and accuracy of a solution is a vital factor that should be at the forefront of an organisation’s mind when it is evaluating the merits of different vendors.
A company needs to compare how quickly providers can return validated results, whether this is in real-time look-up or for the bulk cleaning of email addresses.
The less time it takes to validate an email address, the lower the risk of form drop-off. The email validation solution will also ensure the integrity of the data captured is sound as it is able to recognise invalid information - meaning the addresses recorded are accurate from the get-go.
Organisations need to check that the email validation tools they are considering include syntax, domain and active validation checks against every ISP - three stages that ensure the solution is robust.
Active validation is vital, as it conducts a real-time check against each ISP to ascertain what the current status of each email address is.
In addition, organisations need to confirm whether the vendors they are considering cache results of validations previously undertaken, which can be risky as data is in a constant state of decay, leading it to be inaccurate or a spamtrap.
There are some ISPs, such as Yahoo!, that have an ‘accept-all’ policy for email addresses, which means the returned response is always valid.
Although this may seem harmless, it can have negative implications, as companies will receive bona fide response codes for inactive email addresses. This works to devalue any data collected on the success of a marketing campaign.
Organisations need to invest in a solution that conducts additional and rigorous checks in order for accurate and valid responses to be returned.
What are your key considerations when looking for an email validate vendor? I'd very much like to hear your views!
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