Email Validation - What is it? and Why is it important?

01/07/2022 12:00 AM by Admin in Email marketing & digital marketing

You know, email is still one of the most popular and effective marketing channels today, and a prediction indicates that the number of email users worldwide is forecast to rise to 4.3 billion by 2022.

If you've only collected about 10% of email addresses that are considered correct, don't worry too much because most of these errors come from humans.
Sending bulk emails to invalid email addresses will reduce your marketing effectiveness, and the reliability of your email address is not guaranteed.

Email Validation - Things you should know

Consumers will buy products 138% more than those who do not receive an email marketing offer. Some research shows that 70% of consumers worldwide check their email more than once a day. Especially, 41% of these emails are opened on mobile devices, and 23% of those who open emails on mobile devices will check them again later.
If you want to find new customers, will social media channels be your choice? But In fact, email marketing is nearly 40 times more effective than Facebook and Twitter combined. If You have to consider these numbers seriously.

The importance of email data

According to Marketing Week, 60% of consumers knowingly provide their personal information incorrectly online, and a further 10% of them provided the email address entered in the billing, registration form, and internal system was invalid. 10% of the email addresses entered in the signup form, checkouts, or internal systems are invalid. This percentage is even higher if email addresses that entered via mobile devices.

What do you think if you get email data quality, as I mentioned above?

3 reasons why you need to validate your email list

Control the Bounce Rate

I would like to quote the definition of Bounce rate as below:


In email marketing bounce rate refers to the percentage of email addresses in your subscriber list that didn’t receive your message because it was returned by a recipient mail server. There are two categories of email bounces including hard bounce and soft bounce.


Email bounce rate is calculated by the following formula:

(The number of bounced emails  / The number of delivered emails) x 100 = your email bounce rate (%)

Next, we need to know what is the difference between hard bounces and soft bounces.

A "hard" bounce means that an email was bounced back to the sender because of some reasons:

  • The email address doesn’t exist
  • A syntactically incorrect email address.
  • The email was closed by the user.
  • The domain doesn’t exist
  • The receiving email server has completely blocked delivery.

In some cases, even the valid email address will bounce. So you need to check in more detail to find out why.

Meanwhile, a soft bounce is defined as an email that has been bounced back to the sender after it has been accepted by the recipient's mail server. 


  • Mailbox is full (over quota).
  • The recipient email server is down or offline.
  • The email message is too large.

2% or less is accepted as a good bounce rate. It means with 100 emails sent, only 2 emails bounce. If the bounce rate is over 2%, you need to take some actions to improve it.

Reduces Spam Complaints

Spam complaints are reports made by email recipients against emails they don't want in their inbox. It's important to understand how spam complaints work, and how to do your best to avoid them because even legitimate senders get complaints.

When an email address in your audience receives an excessive number of complaints, it could result in your next email being blocked by ISPs so that even people who do want to hear from you may not.

With 5000 emails sent out, you should receive less than 5 Spam Complaints (less than 0.1%)


Did you know more than 85% of mail sent every day is considered spam? Are you sure that the email you send to your customers is not labeled as spam?

Getting blacklisted prevents your messages from reaching your customers' inboxes.

How to improve your email data quality?

Keep a clean email list

Use the bulk email validation tool regularly as a habit you can't forget. It helps you remove all invalid email addresses, emails that are no longer active before your vital email marketing campaigns. Our Bulk Email Validator was built to help you do this task easily. It is free and high accurate.

Use our Bulk Email Validator 👉 Click here

Review your database

In one or more email marketing campaigns, you discover users never open any of your emails, remove these emails from your list immediately. If you have a website and are collecting emails from subscribers, keep an eye out for accounts that are suspicious or not interested in your marketing.

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