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...
The Importance of Separating Marketing and Transactional Emails
Every company needs to engage subscribers and customers with marketing emails, with messages about new product and service offerings, or sales. These usually contrast with the hyper-targeted, 1:1 transactional emails sent in response to user actions, such as double opt-in confirmations or welcome emails. However, if your email system’s sender profiles are not set up correctly, your entire program’s deliverability can be impacted in a major way.
For our purposes, we’ll be using the term “sender profile” to represent the domain/subdomain and IP address combination used to deliver messages to your user lists. “Commercial” or “Marketing” sends refer to advertising or promotional programs sent based on a campaign or product calendar. “Transactional” sends refer to emails meant to facilitate or complete a commercial transaction and reach one particular user in a timely manner, such as purchase confirmation emails. Another way to think of the distinction is that commercial messages require an opt-out, while transactional...