Email validation is an important tool for email senders. It can help you protect your sender reputation, drive inbox placement, and improve the performance of your email campaigns. Here are the 3 things you should know as you get started.

1. It helps you protect your reputation

Your reputation with mailbox providers is driven by many different factors. Your content, which people you send to, and whether those people engage or complain about your emails all feed into their picture of you as a sender. Having a bad sender reputation can reduce your inbox visibility, or cause your email to be quarantined or filed into the spam folder.

Sending to people who want your emails is key to being a good sender. One way that mailbox providers can tell that you’re not following this golden rule is if you send email to a lot of nonexistent addresses. Email validation can make sure the email addresses that people give you aren’t undeliverable so that you can avoid those hard bounces.

There are other indicators that can help you decide whether or not you want to actually send to someone. For example, role-based also known as shared email addresses tend to unsubscribe and complain more about emails. An email validation tool can help you avoid those hurtful subscribers.

2. It can increase your ROI

Email is one of the most powerful channels for marketers to drive revenue. But high ROI can hide opportunities for growth. There are hidden problems that are hard to detect that email validation can help solve to help you get more out of your sending. An example of this are human typos. When John is entering his email into your newsletter he accidentally enters “” instead of “”

Without a validation tool, his typo will slip by unnoticed and you’ll lose the chance to email him. Tools like Recipient Validation can help catch these mistakes and other impactful issues that take away your chance to connect.

3. Validation isn’t enough on its own

While validating emails will help you avoid a lot of potential problems, it isn’t enough on its own. Validation tools won’t catch every problem you’ll run into as a sender.  Implementing other protections and focusing on fundamental best practices will make sure that you are a successful sender.

Now that you’re an email validation expert, learn more about Recipient Validation and check out our guide on 101 best practices to learn about proven ways to boost deliverability and engagement.

Happy sending!

—Avi, Technical Product Manager

new rules email deliverability best practices