Understanding Risky Addresses on Your Email List - Validity

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1. At BriteVerify, we help measure and mitigate the risk of bounces by verifying and categorizing emails on a marketing list. “During the verification process, BriteVerify checks email syntax (“does it have an @ symbol”), verifies its email domain (MX record), and confirms the address exists on the server using custom protocols and integrations.” Then, BriteVerify sorts email addresses into different categories.

   In Email risk classification

2. On the other side of the spectrum, sending to invalid emails will definitely harm your sender reputation due to hard bounces. “These addresses might contain a typo or improper syntax” The Risk In Between

   In Email risk classification

3. On the other side of the spectrum, sending to invalid emails will definitely harm your sender reputation due to hard bounces. “Or they might be once-valid addresses that have become invalid as part of the normal churn and attrition that impacts every marketing list.” The Risk In Between

   In Email risk classification

4. Invalid Addresses “On the other side of the spectrum, sending to invalid emails will definitely harm your sender reputation due to hard bounces.” These addresses might contain a typo or improper syntax (marketers who integrate BriteVerify with their webforms can block these types of invalids at the point of entry). Or they might be once-valid addresses that have become invalid as part of the normal churn and attrition that impacts every marketing list.

   In Email risk classification

5. If too many addresses on your marketing email list bounce-back or generate spam complaints, you increase your risk of: “Too many email bounces and spam complaints can hurt your sender reputation and thus hurt your deliverability to valid addresses.” Account Suspension: Sending to invalid or risky addresses could imperil your ability to send emails in the first place. Too many bounces, spam complaints, or unsubscribes may lead your Email Service Provider to suspend your account to meet standards from Internet Service Providers, anti-spam organizations, and other email protection services.

   In Email risk classification

6. If too many addresses on your marketing email list bounce-back or generate spam complaints, you increase your risk of: “Plus, a high bounce rate can muddy your campaign metrics, making it more difficult to understand what’s actually working.” Account Suspension: Sending to invalid or risky addresses could imperil your ability to send emails in the first place. Too many bounces, spam complaints, or unsubscribes may lead your Email Service Provider to suspend your account to meet standards from Internet Service Providers, anti-spam organizations, and other email protection services.

   In Email risk classification

7. Dismal Marketing Results: Too many email bounces and spam complaints can hurt your sender reputation and thus hurt your deliverability to valid addresses. Plus, a high bounce rate can muddy your campaign metrics, making it more difficult to understand what’s actually working. “Too many bounces, spam complaints, or unsubscribes may lead your Email Service Provider to suspend your account to meet standards from Internet Service Providers, anti-spam organizations, and other email protection services.” Wasting Money: Since email service providers base their pricing plans on the total number of subscribers across all lists, keeping a bloated list in the system can be a recurring waste.

   In Email risk classification

8. Valid Addresses “The act of sending to valid emails won’t harm your sender reputation.” Invalid Addresses

   In Email risk classification

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