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Actionable Optimisation #7 – Verify emails on signup

 June 16, 2020

By  Will

Improve Email Performance with In-Line Verification

to receive each Actionable Optimisation as they go live

Verifying your customer emails is not only incredibly important, but it’s also super easy to do.

There are two ways to verify emails, firstly, the wrong way, which is to send an email to your customers asking them to click a link to verify their email. What makes this even worse is if you are required to verify before you can progress. All you're doing is blocking your customers, causing extra friction, and still potentially sending to invalid email addresses.

Now of course there are some valid reasons to get people to manually verify, but it should absolutely not block someone from moving forward in their journey. Worst case, you simply block them from completing their task until they’ve verified. Make it the last possible moment.

Then there is the right way, which is to verify in-line, when someone submits their email address to your website or app. Using tools like Kickbox or Neverbounce, you can verify an email address within a second (so before they’ve even clicked submit) and either stop that person progressing until they edit their email address, or let them through knowing whether you are able to send to that email address or not (there are reasons why you would still let someone submit it).

The benefit of this? Bounce rates. Just a 3-5% bounce rate can significantly impact your email performance in the long term, while 10%+ will destroy your ability to send, and most likely result in your ESP banning your account.

Keep your lists clean, and run a manual verification every 6 months for B2B, or 12-18 months B2C.

You can learn more about email verification and why it's important on Episode 10 of the Customers Who Click podcast and get 10,000 credits with Kickbox using code MONKEYBLOCKS

Verify emails

Will


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.

W,Laurenson

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