Why Address Validation is Not Enough for Email Marketers
Address validation confirms an email will go to a valid address, but not whether it’s the right person and that makes a big difference.
There’s been a long debate about single versus double opt-in with, let’s be honest, the single opt-in approach winning out in most cases. We all understand why.
Double opt-ins add friction and inconvenience to the signup process. The harder it is to subscribe, the fewer customers and potential customers will do so. As marketers, we want to minimize barriers and make the customer experience as simple and easy as possible.
The problem with simple and easy is that it’s prone to simple and easy mistakes. Single opt-in, especially when implemented indirectly (for example, by a clerk at point of sale) is prone to typos. While often benign, these can lead to list hygiene problems.
To reduce these issues, many companies have turned to address validation. Ideally performed in real time at point...