We have explained the differences between validation and email list verification in previous posts. In short, validation does not remove bounces nor does it do an smtp handshake. Many validation companies do, however, mx checking where it checks certain steps if the mail exchange is setup properly. But they do not do smtp handshakes. In order to understand verification and to choose the right company, it’s important to look for clear signs of authentication as most verification companies miss many steps in order to save money.
Social networks (the wrong way)
Ask your email list cleaning company how they do verification. Get them to be specific. Ask them if they do email list cleaning free of social networks. For a while, email marketers requested that emails be patched against social media email accounts. For a year or two, this verification method worked well because emails that were used for social networking were authentic, however, bots and fake profiles started filling up Facebook and Twitter therefore, you cannot use these as the best method for verification.
Appending (the wrong way)
Ask the email list Verification Company if they append date/time stamp emails that were verified during a special date appointment. In example, to save money, many verification companies will save the date and time stamp of when the email was verified. They then will not mail to that specific email until a set date is specified to save money. This idea works in theory but is not real time verification as some set dates of up to 30 – 90 days. Waiting this long to verify if an email is verified is not going to be accurate.
Scoring (the wrong way)
Like appending and social networking above combined, many verification companies will offer a technical term of scoring as their reporting feature. They offer the email on a scale of 0 – 10 (0 as good and 10 as bad). Most, if not all, email verification companies started as email marketers. Scoring works by tracking the date/time and when the email was sent last. It also connects to social networks. In example, if the email wasn’t sent for 90 days and does not have a social network profile, it can be scored as a 10.
SMTP Connection (the right way)
In order for an email to be verified correctly, without skipping steps, it has to be delivered. ISP’s have certain thresholds to allow a number of emails in from an IP range. Yahoo may allow only 3,000 from an IP per 24 hours or gmail 300. Verification companies must be deliverability experts by understand all ISP threhsholds.
Real time (the right away)
With an smtp connection comes real time reporting. In order to get the maximum bang for your buck, the email must be checked in real time and that means as the list is scrubbing, the system is sending an smtp handshake. Verify550 does this 3 times for each email in real time and picks the best two out of three in their reports.