Email marketing continues to be a major driver of sales performance, despite the changing marketing landscape shaped by the rise of LinkedIn, conversational marketing and videoconferencing solutions. However, its effectiveness depends on one critical factor: data reliability.
Corporate databases usually have between 15 and 25% of entries that are unusable in their current state (incorrect, incomplete or obsolete data). These errors lead to wasted time, a drop in marketing ROI, a damaged corporate image and, ultimately, a negative impact on sales results. The solution is to carefully monitor the quality of email addresses. This is where la email verification, can help, both in real time and in curative mode.
Email marketing, a decisive tactic for your sales performance
The demise of email marketing has been predicted several times since the mid-2000s, with the rise of LinkedIn, the revival of conversational marketing (WhatsApp Business, Live Chat, chatbots…), the online shopping craze (B2B and B2C) and the emergence of videoconferencing solutions.
Yet this marketing channel has done more than resist. It continues to hold an important place in a marketer’s toolbox to generate leads, engage customers and maximize Customer Lifetime Value through cross-selling and up-selling… figures prove it (source) :
- 40% of B2B marketers consider email marketing to be “a crucial tactic for their success”, and 79% say that email is the most effective channel for delivering content;
- 59% of B2B marketers consider email to be their primary revenue-generating channel;
- 80% of professionals claim that email marketing improves customer retention, and 59% of buyers concede that email marketing influences their decision.
But it is undoubtedly in terms of conversion rate that email impresses most. Indeed, on average, 4.24% of leads from an email campaign go on to purchase, compared with 2.49% for visitors from search engines, and barely 0.59% for those from social networks. This is undoubtedly why 30% of marketers consider email marketing to be the tactic with the best ROI… but you still need to make sure you’re working with the right emails from your leads!
Email verification: a key lever to secure conversion rates
Every detail counts when it comes to converting contacts into leads, leads into customers or one-time customers into repeat customers. An undelivered email or one sent to an invalid address is a missed opportunity… but it’s also a blow to your domain name’s reputation and an additional cost reducing your marketing ROI. Every email address in your database needs to be properly checked, both when it’s entered, and then regularly downstream, to make sure it’s still up to date.
#1 Real-time email verification and conversion rates
The effectiveness of an email marketing campaign depends on recipient engagement, message deliverability and targeting accuracy. Real-time email verification acts as a catalyst, and guarantees the integrity of your database.
Maximize conversion potential by maintaining data quality
Real-time email verification starts at the moment the email addresses are collected. The aim is to check the validity and existence of each address before it is entered into the database. This proactive approach filters out invalid or fraudulent addresses, as well as disposable emails, to make sure that every potential prospect is truly “reachable” and “convertible”. This maximizes your marketing resources and the conversion potential of each campaign.
Preserve deliverability and sender reputation
A high bounce rate can damage your domain’s reputation with e-mail service providers, negatively impacting the deliverability of your messages. Real-time verification removes incorrect addresses from the registration process, preserving your sender reputation and ensuring optimal deliverability.
Note: a blacklisted domain name is very difficult to rehabilitate.
Improve targeting with data enhancement
Real-time verification validates email addresses, but also provides additional relevant information, such as geographic location, account type (business or private) or the recipient’s gender, if this is relevant to your business.
This data is used to segment your prospect base, so you can target your messages more precisely and further customize them. This granular approach promotes greater recipient engagement and, ultimately, a higher conversion rate.
Real-time email verification is not only a control mechanism, but also a proactive conversion optimization strategy.
#2 Curative e-mail checking: a key factor in maintaining high conversion rates
Curative e-mail verification is part of a regular maintenance program for your database. This practice specifically targets inactive or obsolete addresses in your existing database, while making sure that your communications always reach active inboxes. Here’s how such maintenance can strengthen or improve your conversion rates.
Preserve sender reputation and optimize deliverability
Repeatedly sending emails to non-existent or inactive addresses can lead to your sender reputation being damaged, as explained above. This leads to a progressive decline in the deliverability of your emails, reducing the number of prospects who actually receive your offers. Remove these problematic addresses from your database with curative verification, and you will maintain a good sender reputation and ensure optimal deliverability.
Precise campaign analysis to support your strategy
A database polluted with inactive or obsolete addresses can skew your campaign statistics. Your data can distort your performance interpretation, leading to biased strategic decisions. On the other hand, a database that is cleaned regularly through curative verification guarantees more reliable data for more accurate campaign analysis. Such insights are decisive to adjust your marketing strategies and identify levers to improve your conversion rate.
Maximize your marketing resources’ efficiency
If you send emails to inactive or non-existent addresses, you’re wasting valuable marketing resources, especially during uncertain times. Curative verification allows you to redirect these resources to active, contactable prospects.
EnsoEmail: your data is your number one conversion ally
Data Enso developed a series of powerful, intuitive and RGPD-compliant tools to support companies in their Data Quality Management efforts. EnsoEmail is THE solution to get emails directly into the inboxes of your prospects and customers.
You’ll be able to optimize lead acquisition through API integration into your online forms. Our batch processing service will make your databases more reliable. EnsoEmail guarantees a 99% reliability rate by performing :
- Email syntax verification: we make sure that every email address is correctly structured, removing typing errors right from the source
- Email syntax verification: we make sure that every email address is correctly structured, removing typing errors right from the source
- Domain name verification: we check that each domain is active and able to receive emails;
- SMTP testing: we check communication with the mail server to make sure that every email can be delivered successfully;
- SMTP testing: we check communication with the mail server to make sure that every email can be delivered successfully;
- Disposable or temporary email identification: we remove ephemeral email addresses so that your database is populated with real, long-lasting prospects;
- Disposable or temporary email identification: we remove ephemeral email addresses so that your database is populated with real, long-lasting prospects;
- Typo correction: we correct common errors to recover valid addresses that would otherwise have been lost.
Find out more about EnsoEmail and its various use cases, or contact us for a demo.