Email Validation is an essential part of email marketing best is because maintaining a healthy and good relationship with Internet Service Providers and Email Service Providers is quite challenging. Additionally, it is also tough to deliver mail to the inbox and earn a high deliverability rate.  

Great deliverability is a key to successful email marketing campaigns. That means,  getting your email in your subscribers’ inboxes. Otherwise, all those brilliant ideas you’ve implemented will simply go to waste.


What is Email Validation? 

Email validation is a process that shows the validity and deliverability of an email address. This also helps in confirming the service provider of an email address. Gmail and Yahoo! Mail are two of the most reliable providers available.

How does the Email Validation process work?

The following is the general process on how email verification works: 

  • Identification of any issues and possible problems before they’re caught by ISPs or ESPs.

It’s actually just like spellcheck – making sure you haven’t misspelled anything before handing in that paper that’s due in 15 minutes.

  • Email verification involves checking your mailing list for spam traps 

Email verification makes sure that irrelevant addresses get deleted from mailing lists. Otherwise, if you send an email then it will not be delivered.

  • The next is checking the format of your emails (formatting & syntax check)

This includes scanning your mailing list for missing @ symbols, invalid email addresses, and other things that could result in a hard bounce.

For example, if someone put in this email address: xyz@jabc@dd, this is where email verification would catch it.

  • The next step is domain verification. 

The service checks the DNS records to make sure that the domain name is correct, and that the domain mail exchange server is able to receive emails.

For example, if someone entered this email address: avi@aviski.dd, if there’s no domain registered under aviskii.dd, email verification would mark it as not valid at this point.

  • The final step of the process is individual mailbox validation

For this, email verification services use the SMTP protocol to make sure that the mailbox exists and is able to receive messages.

Email validation can help you in 

  • Reduction in bounce rate

A bounce occurs when an email does not reach an inbox, or, in email marketing terms, is undeliverable. An email bounces can be hard (permanent) or soft (temporary). Validation helps in identifying and removing invalid email addresses from your list, thus improving the sender’s reputation, resulting in lower bounce rates.

  • Minimize spam complaint rate

Spam complaint rate refers to the ratio of spam complaints to sent emails. A high spam complaint rate affects your sender reputation and makes it more difficult to get your email to the inbox. The goal of any email marketing program is to have a spam complaint rate of less than 0.1%. Validation identifies and removes frequent complainers from your list, hence ensuring the spam complaint rate remains low. 

  • Low Toxic data

Toxic data refers to any email address that has the potential to damage your email deliverability. If you email a toxic account frequently, this can put your domain on an ISP’s blacklist. Good email validation use suppression of files to help alleviate spam trap problems, known complainers, and opt-outs from third-party messaging. 

  • Managing sender reputation

High spam complaint rates and toxic data directly impact sender reputation. And if you have a poor sender reputation, reaching the inbox and keeping deliverability high is nearly impossible. Email validation manages this issue by identifying and removing risks and roadblocks. 


Email validation allows you to communicate efficiently with your subscribers. This is essential for the long-term viability of any email campaign. It helps in removing bad data from your email list and poor-quality email addresses. This will help you to maintain a good reputation (or sender score) and your email deliverability will be better.



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