How Does an Email Verification Service Work?

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email verification service cleans up your list of email addresses to improve deliverability and help you hit your email program KPIs. By reducing bounce rates and spam complaints, you can save time, money, and market to customers more effectively.

Most brands think that using a double opt-in process is enough to keep their lists clean, but that’s only half the story. A double opt-in process can only check if an email address was actually entered by the customer, which doesn’t take into account that people leave companies, change their email addresses, or simply stop opening emails from your brand.

Verify & Scrub Email Addresses for Better Deliverability

When choosing an email verification tool, it is important to find one that can verify both corporate and personal email addresses, has multiple verification mechanisms (syntax, domain existence checks), and pings the email servers for availability (to verify whether or not the email actually exists). Other features that are essential include integrations/connectivity with leading email marketing tools and CRM software, and support.

The first step in validating an email address is a simple syntax check, which verifies that the email is spelled correctly and has the correct structure with a mailbox name at the beginning and a domain address after the @ symbol. This is a crucial validation step because if the email is spelled incorrectly or doesn’t have the correct domain, it won’t be reachable through email servers and will never receive your message.

The next step in the validation process is a domain/MX lookup, which helps to verify that the domain and mail server records exist and are functioning properly. This check also flags role-based accounts, which are accounts such as postmaster@, info@, sales@, and admin@, that can negatively impact your deliverability and may even put you in a denylist with certain ISPs.

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