The global email marketing market size is expected to increase to 17.9 billion by 2027.
However, despite the popularity of this form of digital marketing, it is important to understand that its effectiveness depends on the email address list of a business. And that's where email verification plays a vital role.
Email verification can be defined as the process of checking and verifying email addresses to determine which ones are invalid and non-existent so they can be removed. It offers several advantages, such as helping you reach the right audience and preventing service providers from flagging your emails as spam.
This guide takes a look at the technical side of how email verification works.
How Does Email Verification Work
The email verification process can be done manually or through automated tools. It involves multiple steps, such as performing various spam, domain, and syntax checks on the email addresses provided by potential customers, which are explained in detail below.
1. Syntax Check
The first step in the email verification process involves verifying whether the email address has the correct syntax. This requires checking the spelling and ensuring there are no special or missing characters in the provided address.
2. Domain Check
After the syntax check, the email verification process checks the domain part of the email address to ensure that it exists, has been registered, and is operational. It also involves checking that the address has the right DNS (Domain Name System) records.
3. Mail Exchange (MX) Records Check
The Mail Exchange (MX) records for the domain are checked next. These records specify the mail servers responsible for receiving emails on behalf of the domain. The email verification program ensures these records are set up correctly.
4. SMTP Protocol Verification and Email Ping
The Simple Mail Transfer Protocol (SMTP) verification involves the verifier checking with the recipient's mail server to determine whether it can accept an email from the provided address. This is also the stage when the email ping takes place.
This process involves pinging the email address using a HELO command, which is part of the mail transfer protocol, and checking for a response from the servers. It indicates the intent that a message is to be sent to the recipient's address.
While no actual message is sent, the response from the recipient's server is awaited, which can help determine whether the mail is deliverable or not.
Checking the Validity of an Email Address
Certain methods can be used to verify whether an email address is valid or not, and many of these can be used without affecting the integrity of your domain.
1. Checking the Address in Various Search Engines
You can search for the email address in Google and other search engines, as genuine addresses are often mentioned in websites, directories, and social media profiles. These can show up in the search engine results.
2. Sending a Test Email
Sending a test email can work in situations where the mailing list is not extensive. You will get a delivery failure message if the address is non-existent. However, this method is not suitable when the mailing list is large since bounced emails can lead to higher bounce rates, which can negatively affect your metrics.
3. Verifying Mail Server and Domain Records
Tools like DNS Lookup and MX Lookup can be used to verify mail server and domain records associated with a particular email address.
4. Performing SMTP Validation
While this is an important step in the email verification process, manual SMTP validation can be complex and time-consuming. So, use an email verification service that offers SMTP validation.
5. Using an Email Verification Service
The best way of verifying email addresses is using an email verification service, which leverages an API for email validation. These generally rely on comprehensive databases and utilize advanced algorithms to determine the authenticity of email addresses. The API allows them to integrate with various systems and tools, enhancing their functionality significantly.
Final Words
Email verification allows a business to streamline its mailing list and eliminate non-active and inauthentic email addresses. It is an extremely crucial part of any email marketing campaign, but it can take time, depending on factors like the mailing list and the selected verification method.
That is why most businesses rely on automated email verification services that can perform that task quickly and efficiently. Such services take care of all the technical steps automatically, resulting in improved deliverability, reduced bounce rates, and enhanced sender reputation.
