Digitalization of communications and purchasing decisions, especially at the primary level – the purchase of finished products by an individual or small company to make its own products – should take seconds of time. Without long lines of phone calls or face-to-face conversations. What matters in this case is speed and productivity, the ability to get ahead of competitors offering similar products. But how do you make sure that the offers you send get results? First, automate the process of checking the authenticity of the email address. Automated services like Reply.io offer such options. The essence of their work can be studied in detail at https://reply.io/reply-email-validation/. But we will consider a slightly different question: what the advantages of are using such systems and why they are very important for productive email marketing.
The email load: reducing the needs to a rational minimum
Using different databases always carries one important risk – the use of information that is not relevant and will ballast your mailing list. It’s important to reduce such ballast in the newsletter for three reasons:
- increasing the number of email addresses reduces account verification and can lead to blocking or suspension by the email service;
- email ballast diverts resources to unnecessary activities and wastes the money, time and attention of the company’s marketers and management;
- creates a spammer effect in a particular sender, although the primary purpose of the mailing is obvious and poses no potential threat to either the mailing service or customers – the transmission of useful information.
Therefore, the ability to verify emails before they are sent is an important part of effective email communication before the mailing starts.
Automating the handling of “bad” addresses
Automated systems, by the way, can determine the status of emails almost according to a preset algorithm. And weed out the addresses, the interaction with which carries more potential risks and costs of resources than benefits:
- the system identifies addresses as no longer valid;
- addresses whose owners have decided to identify emails sent earlier as spam;
- addresses of customers who are in a different segment than what is required for the mailing – geography, interests, price parameter of purchases, etc.
And an important note – such systems of checking addresses, as a rule, is a paid option. However, paying for such a service is much more profitable than the cost of restoring an account, warming up a new address, or simply communicating with a huge number of “dead” addresses that are not used by specific users.