How many times have you sent an email campaign to the same email list without verifying it? Our data suggests that approximately 15 percent of all email addresses are invalid. This means that if you do not verify your list, your message is not reaching one out of seven recipients. However, smart marketers know that it is essential to verify the list before each and every campaign.
Here are the top benefits of verifying your email list before hitting send:
To you, bounce rates might be yet another email marketing metric, but email providers, blacklist operators and anti-spam networks monitor your bounce rates and hold them in high regard. These rates are then used to prioritize your sent emails in the inbox as well as compute your send reputation.
- Lower bounce rates.
A high bounce rate indicates spamming to your ESP and other email providers. This in turn lowers your sender reputation, which can eventually land you on a blacklist. By cleaning your email list before each campaign, you remove invalid addresses, therefore lowering your bounce rates and protecting your sender reputation.
- Better sender reputation.
Every missed inbox is a missed opportunity. You worked hard on your campaign, but your work is all for not if your customers never see your message. Lower bounce-back rates translate into a higher ROI for your campaign.
- Higher ROI.
Bounce-backs cloud the picture of your campaign results, as an undeliverable email will never engage with your message. With a large number of undeliverable emails, you can kiss a good open, click through, and conversion rate goodbye. To judge the effectiveness, you need a valid list to effectively report on these metrics and gain actionable insights for your next campaign.
These are only a few of many benefits of a clean email list. So before you send that next campaign, gut check the quality of your list first. This will help you gauge your campaign’s true performance, protect your sender reputation and impress your boss.
BriteVerify provides real time email verification solutions that improve email data quality, Inbox deliverability and email marketing ROI. With offices in the U.S. and the U.K., BriteVerify helps over 20,000 organizations in 145 countries collect better email data and send smarter campaigns. For more information please visit http://www.briteverify.com/, follow BriteVerify on Twitter, or find us on Facebook.
- Clear view into campaign performance.
Unless you are a high-volume mailer, learning about IPv4's successor, IPv6, can be as exhilarating as watching paint dry. Internet Protocol addresses (IPs), as a topic, lack pizazz. For people mailing more than a million messages a day though, IP talk can get borderline sexy.
Good IPs are vital for success. That's why it's time to have the talk about IPv6.
Internet land is fresh out of IPv4 (technically). But hardly anybody is using IPv6 (Why? see: time and money)! So, let's outline what's going on with the transition from IPv4 to IPv6.
Why the Switch from 4 to 6?
When the Internet was just a pup, 4.29 billion IPs seemed like enough. But the Internet has exploded. Now we have so many people, so many Internet-enabled devices and too little IPs.
The American Registry for Internet Numbers (ARIN) came to the rescue in 1998 by releasing IPv6. It has a dizzying number of hexadecimal addresses; 340,282,366,920, 938, 463, 374,607,431,768, 211,456 (340 undecillion for all you Jeopardy! Champions) to be exact. According to Steve Leibson, we could assign an IPv6 to every atom on the surface of the planet and still have plenty more to spare. Transitioning from 32 bit with IPv4 to 128 bit with IPv6 made all the difference.
Why Should a Mailer Care about the Transition
Serious mailers must posses above-average IP knowledge. The technical side of mailing demands it. If you are a computer dullard, just ground yourself in the basics.
How Will the Transition Impact High-Volume Mailing
Truth: nobody REALLY knows!
What We Do Know About the Transition
There Will Be Hick-Ups
IPv4 and IPv6 cannot directly connect. Currently there are short-term workarounds put in place by the Internet Engineering Task Force (IETF) such as: CIDR (Class-less Inter Domain Routing), NAT (Network Address Translation) and Private Addressing. These methods have squeezed more life of IPv4 and are making the segue to IPv6 possible.
IT administrators have to learn a new bag of tricks. IPv6 cannot be deployed the same as IPv4. We are, collectively, in the midst of a learning curve for how to trouble-shoot, configure and security monitor IPv6.
Security and Reputation
IPv6 is but a baby. Nobody knows what the exact security issues will be. It's going to be tricky for awhile.
IPv6 has, baked into it, several nice security features, like end-to-end encryption. Which is great...but useless while we're still in the transition. IPv4, by contrast, has to be specially tricked out to be secure.
SPAM Fighting in the Age of IPv6 could get interesting. One thing most email experts agree on is that domain reputation will be the new “email credit rating” method. Exponential expansion of available IP addresses made possible by IPv6 means spammers will have an endless supply of fresh IPs. Therefore, IP reputation may become pointless.
It is hard to pin-point specific delivery issues on IPv6. Though latency, caused by service providers using dual stack IPv4/ IPv6 servers, could be a problem when it comes to managing IP throttle rates. Generally it's the case that IPv4 machines are retrofitted to communicate with IPv6 infrastructures. Some IT specialists prefer to stick to IPv4 just for mail servers, at least for now.
Pricing and Availability
There's an interesting problem/opportunity that will arise as more individuals and institutions switch over to IPv6 and release their IPv4 blocks. It could be that all the email administrators snatch up all the IPv4 blocks to use only for mail severs thereby spiking the asking price for IPv4. That could in turn help spur the use of IPv6 which in turn may cause the price of IPv4 blocks to then drop. Or maybe not.
It's Going to Take Time
In 2016 IPv6 reached 10% deployment. That's almost 20 years since its release. Slowly but surely we're working our way to full saturation. Buckle in and take a nap. It's going to be a while.
Meet the Author - VoloMP
As one of the earliest platforms to deliver high volume e-mail marketing, VoloMP is dedicated to providing the best solution for e-mail marketers that impact both top line and bottom line performance. VoloMP strives to optimize the time spent on sending e-mail campaigns, and increase the efficiency and performance of e-mail marketers.
Need to send an absolute ton of email? Great news! You. Can. Do. It .
Conventional email providers, like Gmail, and standard ESPs, like Mailchimp, are not built for cost-effective high-volume mailing. You've probably already figured this out: If you have a big list, they're just not that into you.
Standard, hosted ESPs either severely throttle your send or exploit it. That is to say, they can and will facilitate a mighty large-scale deployment but....oops! They also want your first born (i.e. a ton o' cash).