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6 More Challenges Email Validation Helps You Overcome

Mar 12, 2018   |   3 min read

Knowledge Center  ❯   Blog

email validation avoid spam traps

The road to email marketing success isn’t always smooth. On the way to your customer, your carefully honed message can hit a variety of roadblocks. It could bounce or hit a spam filter, rendering it pretty much useless – or possibly detrimental – to your overall campaign and sender reputation. But cleaning your email list by deploying an effective email validation strategy can help you stay on the road to the success – and the inbox. .

Have you experienced any of these challenges? Here’s how email validation can help.

Bounce rate

So you have a nice big list of customer or prospect emails? That’s great. But are you sure those emails are valid? A thorough status review of your email database and purge of invalid addresses will greatly reduce the number of emails that bounce back to you and improve your delivery rate.

How email validation helps: An email validation service will help catch and correct these errors by checking spelling and syntax. Email validation will make sure that there is only one @ symbol, and that a prospect’s email address was spelled correctly when it was entered for example. Catching and correcting these errors can help you reduce your bounce rate.

Complaint rate

There are some squeaky wheels on the Internet – people who routinely report commercial email as spam and those who go so far as to call up your company or ESP to complain about unwanted emails. They may even threaten to sue.

How email validation helps: Email validation can weed out addresses for folks who don’t want your emails and common complainers.

Toxic data

Look out – it’s a trap! Spam traps are email addresses set up with the specific purpose of identifying spam. These accounts supposedly never actively subscribe to anything, or they were once active accounts that have been abandoned by their owners,, so it’s assumed emails sent to them are unsolicited. There’s a few ways spam trap addresses can make it onto your marketing database, but failing to remove them means you could be blacklisted or blocked.

How email validation helps: An email validation service monitors trends of millions of contacts and can predict the likelihood an email address will return as a hard bounce and isolate them in real time, giving you the opportunity to remove them from your list before your email gets sent.

While email validation is incredibly useful for avoiding toxic data, it’s also equally important to make sure your lists are squeaky clean. That means not purchasing lists from third party providers. These lists are more likely to contain toxic data. Not to mention that emailing people who haven’t opted into your communications can negatively affect your sender reputation.


All those bounces, complaints and anti-spam measures impact your sender reputation. More problems can strongly affect inbox placement, which can be the difference between your marketing email landing at the top of your customer’s inbox and being dumped in their spam folder.

How email validation helps: Cleaning your list with afull suite of email validation services can improve your inbox placement by reducing your bounce rates, toxic data hits and complaints. Following the rules. As a responsible marketer, you know there are some important guidelines to follow when you’re sending emails. One limitation is the Direct Marketing Association’s Email Preference Service, a list of people who have opted out of unsolicited commercial emails. Another is the federal CAN-SPAM legislation, restricting unwanted emails to wireless devices.

How email validation helps: An email verification service can find and remove such addresses to help you avoid complaints and fines.


A lot of time and investment goes into creating a quality email marketing campaign. There can also be costs associated with using an Email Service Provider. Sending emails to a database bloated with invalid or risky addresses means potentially throwing away money on a marketing message that will never reach a customer.

How email validation helps: You get a higher return on your investment by scrubbing your email list for only valid and working addresses.

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