How to turn email verification data into insights

At its core, email address verification helps to make sure your email data is valid and up to date. When you are engaging in advertising campaigns using email addresses as targets, verifying email addresses can really benefit any digital engagement strategy

Learn more about what goes into verifying email addresses and see why it's essential in making informed decisions backed by real insights.

Establishing a clear goal for email verification data analysis 

In today's digital age, email communication has become an essential part of most businesses. However, with the tremendous amount of data comes the challenge of ensuring that it is accurate and reliable. Thus, establishing a clear goal for email verification data analysis is vital to make the most of the data's potential. 

The primary objective of analysing email verification data is to identify any potential errors or inaccuracies and fix them. This will help your business  in various ways, including reducing bounce rates, improving deliverability rates, and boosting confidence among your audience. Therefore, it is imperative to set up a clear objective for email verification data analysis to create a more efficient and optimised email communication channel for your campaigns. 

Some goals to consider include:

Accuracy improvement: Analyse the verification results to identify common errors, patterns, or recurring issues. This analysis can help to identify areas for improvement in the verification algorithms or rules to reduce false positives or negatives.

Deliverability optimisation: Evaluate the deliverability rates of verified email addresses and Identify factors that may affect deliverability, such as high bounce rates or spam complaints, and take corrective actions to improve overall deliverability.

Data quality enhancement: Assess the quality of your email data by evaluating verification outcomes. Set goals to reduce the percentage of invalid or non-existent email addresses in your data sets. This goal helps to maintain a high standard of data quality, ensuring that your database only includes accurate and reliable information.

Detection of suspicious patterns: Analyse verification data to identify suspicious patterns or anomalies that may indicate fraudulent activities or abuse. Set goals to improve the detection of disposable email addresses, role-based emails, or potentially malicious domains. By minimising the inclusion of such addresses in your data, you can enhance data integrity and protect your database from potential risks.

Compliance adherence: Ensure that the email address verification process complies with relevant data protection and privacy regulations. Set goals to monitor and confirm compliance with regulations such as GDPR (General Data Protection Regulation) or CCPA (California Consumer Privacy Act). Regularly assess your verification process to align it with any changes or updates in the regulatory landscape.

Continuous improvement: Set goals for continuous improvement in your email address verification practices. Regularly review and update verification rules, algorithms, and techniques to adapt to evolving trends and address emerging challenges. This goal ensures that your verification process remains effective and up to date.

Additional information that your email verification may provide

There are several different types of email verification services, and though they are designed to verify the authenticity of email addresses, they can also provide additional information that can be helpful for businesses and marketers. For example, a verification service can detect whether an email is coming from a free email provider or a custom domain. This information can help you to identify potential customers and target your marketing efforts in a more effective way. 

Here’s a list of the different types of data that email verification services may provide:

Verification results: This includes information about the verification status (valid, invalid, disposable, etc.) and any associated error codes or messages that explain the outcome.

Domain data: Email verification services often analyse the domain during the verification process. This may include domain names, DNS (Domain Name System) records, MX (Mail Exchanger) records, infrastructure in use and other domain-specific information to verify the existence and functionality of the domain.

Aggregated scores: Some email verification services produce aggregated scores to better summarise all the information reviewed as part of the validation process. These can include credibility scores and  spam ratings.

Leveraging KPIs to track progress 


You can leverage Key Performance Indicators (KPIs) to track your email verification progress and measure the effectiveness of your efforts. Here are some KPIs that are helpful to use:

Verification Success Rate: This KPI measures the percentage of email addresses that pass the verification process successfully. It indicates the overall accuracy and quality of the verified data. A higher success rate signifies better data quality.

Deliverability Rate: The deliverability rate measures the percentage of emails sent to verified email addresses that successfully reach the recipients' inboxes. It reflects the effectiveness of the verification process in identifying deliverable email addresses. A higher deliverability rate indicates better email deliverability.

Bounce Rate: The bounce rate measures the percentage of emails that fail to deliver to the intended recipients due to invalid, non-existent, or undeliverable email addresses. A lower bounce rate indicates a more accurate and reliable email address database.

False Positive Rate: This KPI measures the percentage of valid email addresses that are incorrectly flagged as invalid during the verification process. A lower false positive rate indicates better accuracy in identifying valid email addresses.

False Negative Rate: The false negative rate measures the percentage of invalid email addresses that are incorrectly identified as valid during the verification process. A lower false negative rate indicates better accuracy in identifying invalid or non-existent email addresses.

Processing Speed: This KPI measures the speed at which email addresses are verified. It reflects the efficiency and responsiveness of the verification service. Faster processing speeds ensure quick turnaround times for your email verification needs.

Compliance Adherence: This KPI assesses the degree to which the email verification service adheres to relevant data protection and privacy regulations. 

Cost Efficiency: This KPI measures the cost-effectiveness of the email verification service. It considers the expenses associated with the verification process and the value you receive in terms of improved data quality and deliverability. 

By tracking these KPIs over time, you can evaluate the performance of your email verification process, identify areas for improvement, and make data-driven decisions to enhance the quality and effectiveness of your email verification solution. It’s also important to stay ahead of the changing email verification trends and amend your KPIs in accordance with them. 

Identifying patterns in email verification data


By examining patterns within email addresses, you can get valuable information about your contacts, such as their location, job title, and interests. Understanding these details can help your business to tailor its offerings and marketing strategies to better meet the needs of your audience. 

What's more, with email marketing remaining a popular and effective tool for reaching customers, it's more important than ever to ensure that your data is accurate and valuable. The insights waiting to be unlocked within email verification data are just one example of how even the seemingly smallest details can have a big impact.

Turning email verification data into actionable insights

To turn email verification data into actionable insights and implement changes based on the results, follow these steps:

Analyse verification results: Examine the verification outcomes and identify patterns, trends, and key metrics within the data. Look for common errors, frequent verification statuses, or any significant variations in success rates, deliverability rates, or bounce rates.

Identify data quality issues: Use the verification data to pinpoint data quality issues. Look for specific types of invalid email addresses, such as syntax errors, non-existent domains, or disposable email addresses. Identify the sources or patterns that contribute to poor data quality.

Investigate deliverability challenges: Analyse the data to understand deliverability challenges. Identify factors that affect deliverability, such as high bounce rates or spam complaints. You can also determine if there are specific domains, email providers, or regions that exhibit lower deliverability rates.

Segment and prioritise data: Segment the verified email addresses based on their verification status or quality indicators. Then, categorise addresses as valid, invalid, disposable, or role-based. You will then be able to prioritise high-quality email addresses for different purposes, such as marketing campaigns or customer communication.

Enhance data enrichment opportunities: Combine email verification data with other relevant data sources to enrich your contacts database. For example, combine verified email addresses with demographic data or behavioural insights to provide more comprehensive audience profiles and targeting capabilities.

Monitor and measure impact: Continuously monitor and measure the impact of the actions taken based on the insights gained from email verification data. It’s helpful to track the improvements in data quality, deliverability rates, or client satisfaction. 

By following these steps, you can leverage email verification data to gain valuable insights, improve data quality and enhance deliverability rates.

The benefits of using third-party data sources for email verification 

As email marketing becomes an essential tool for businesses to connect with their audiences, it's crucial to ensure the quality of email addresses in your database. That's where third-party data sources for email verification come in handy. By cross-checking with multiple data sources, these tools can detect invalid, fake, or wrongly formatted email addresses quickly and accurately, leading to better inbox deliverability and higher engagement rates. 

Beyond that, using third-party data sources for email verification can also protect your brand reputation by avoiding spam traps and reducing the chances of being blacklisted. 

Email Hippo’s email verification API solution, MORE, is the ultimate real-time tool for verifying email addresses. It allows you to simply and securely verify email addresses via your marketing platforms, sign-up forms and CRMs. MORE is capable of performing a comprehensive check on every email address entered into the system through automated decisions based on a review of the quality and trustworthiness of your email data. 

Don't settle for less. Get more information about the unique benefits of MORE now.

If you’re ready to take the next step with your email verification journey, why not sign up for a free trial?

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Written by: Lisa

Friday, 26 May 2023