Why validate your data?

Email marketing is one of the most cost effective forms of communication your marketing plan could include; floods of emails are sent every day including; promotions from our favourite retail brands, educational and entertaining newsletters from our hobbies and interests to  our business partners and associates. Engaging your audience, whoever they are with fully optimised content is essential, but it’s even more essential to ensure that your email list is cleansed regularly, regardless of the size of your email list.

If you have invalid emails or spam traps in these lists, your sender reputation will be negatively impacted over time, and your messages may never reach those customers.  

It’s important to keep your lists clean so that you can continuously send content and reach the inboxes of your valued customers. Having your emails validated will get you back to sending and is the first step in ongoing list maintenance as well as ensuring your future with the broadcast company you chose to use.

To uphold a good sender reputation and have the best deliverability possible, we advise our clients to initially undertake a cleanse of the data supplied to us. If you plan on sending a large campaign you should always have a list validated to ensure the emails on your list are clean. The more emails your have accumulated, the more likely it is that you’ll have bad emails. Checking for deliverability issues proactively will avoid wasted time and late deliverability of campaigns to your customers.

If you manage an old list, or are just unsure about how you acquired some of the emails on your list, we advise that you stay on the safe side and have it analysed and validated by us. 

At InsideOut, we take permission very seriously. By working with us and agreeing to our terms of use, you are also agreeing to our Anti-Spam Policy which includes detailed information about what is and isn’t OK to send emails too. 

How are emails validated?

We perform several checks and verifications to determine whether an email address is valid or invalid to enable us to assess the risk it poses to our MailOut system and your profits! We certainly don’t want you emailing people who just – aren’t there anymore. 

To find out if an email is valid, a DNS verification and MX lookup are performed and SMTP check is conducted. Deliverability and compliance checks are undertaken including; Historical Bounces, Complaints, Deceased, Opt’s Outs, Spam Traps and more!

Validation asks simple, and sometimes obvious questions: 

  • is the email a mailable format?
  • does it have a verifiable DNS and valid email server?
  • does it contain a valid local part?
  • does it contain less than 254 characters?
  • can the mailbox be reached?
  • does it belong to a server that accepts all email?

It’s worth noting that some of these items are handles by MailOut, our email marketing platform as standard and so verification happens with MailOut first and foremost – as standard.

The most important column in your list is deliv.core

Yes You can consider the addresses whose “deliv.core” column says “yes” to be safe to send mail to.

No Addresses marked as “No” should be considered undeliverable and unsubscribed from your list with immediate effect.

Maybe These are addresses we haven’t been able to determine anything about, unfortunately. We recommend that you segment the maybes to a list of their own and talk to us about an engagement campaign to help you understand more about this segment of your data. 

A little about your deliverability codes… 

Deliverability Codes are what allow us to make further judgement on the data, telling you which emails on your list are deliverable or not. These codes will provide information for each email based on their deliverability and email engagement status. Deliverability Codes are provided on a scale of 1-4, with 1 being least deliverable and 4 being most deliverable.

Hard Bounces (H)

Historical Hard Bounce information will be provided for each email address within your list. This information provides you insight by showing you which emails have a hard bounce history and how many sources we’ve received this information from. A code of H1-H4 specifies an emails’ historical hard bounce information:

H4: No Historical Hard Bounce Info: This email has never hard bounced
H3: Single-sourced historical bounce: This address has bounced once; info provided from at least 1 source
H2: Double-sourced historical bounce: This address has bounced multiple times; info provided from at least 2 sources
H1: Multi-sourced historical bounce: This email has bounced multiple times; info provided from multiple sources

Opt-Outs (O)

Historical Opt-Outs determine the number of people on your email list that have a history of opting-out, or unsubscribing, from email lists. A subscribers opt-out history is based on their overall email history. A code of O1-O4 specifies an emails’ historical opt-out information:

O4: No Historical OptOut Info: This email has never unsubscribed
O3: Single Sourced Historical OptOut: This email has unsubscribed in the past; info from at least 1 source
O2: Double Sourced Historical OptOut: This email has unsubscribed more than once in the past; from at least 2 sources
O1: Multi-Sourced Historical OptOut: This email frequently unsubscribes; info from multiple sources

Complainers (W)

Complainers are people who have a history of reporting email as spam. A historical complainer code will indicate whether a given email address on your list has a history of complaining about email or not. A code of W1-W4 specifies an emails’ historical complaint information:

W4: No Historical Complainer Info: has never marked email as SPAM
W3: Single Sourced Historical Complainer: This address has marked email as SPAM; info from at least 1 source
W2: Double Sourced Historical Complainer: This address has marked email as SPAM more than once, info from at least 2 sources
W1: Multi-Sourced Historical Complainer: This email frequently marks other email as spam, info from multiple sources

Spam-Traps (T)

Emails on your list that were once deliverable and safe to send to also have the potential of turning into a spam trap if left inactive for long periods of time. When an email address is set up for the sole purpose of detecting and catching spammers, it’s usually not connected to a “real” inbox and is considered a spam trap. A code of T1 or T4 specifies an emails’ spam-trap information:

T4: We Have No Historical Trap Info – This email address has no history as being a spam trap. This is not a guarantee that an email isn’t a spam trap, only a historical data point.
T1: Historical Spam Trap Info – This email address has been listed as a spam trap. It is possible that it may no longer be a spam trap.

Deceased Individuals (D)

Sometimes old email lists contain addresses belonging to people who have passed away. This email address may still be listed as active or could turn into a spam trap sometime in the future. This code indicates whether an email address belongs to a person who is deceased or not. A code of D4 or D1 specifies if a person with this email has Historical Deceased Information:

D4: No historical deceased information (the user is living)
D1: Historical deceased information (the user is deceased)

Historical Opens (R)

This is a measure of the historical level of engagement based on the amount of deliverable mail sent to an address. This is a historical reference, and does not determine how likely one is to open your email. A code of R4 or R1 specifies an address’s history of email opens:

R4: A majority of emails delivered to the address historically resulted in an open
R3: Most of the emails delivered to the address historically resulted in an open
R2: Some of the emails delivered to the address historically resulted in an open
R1: Very few of the emails delivered to the address historically resulted in an open
R0: We have no historical data around email opens for this address

Historical Clicks (K)

This is a measure of the historical level of engagement based on the amount of deliverable mail sent to an address. This is a historical reference, and does not determine how likely one is to click your email. A code of K4 or K1 specifies an address’s history of email clicks:

K4: A majority of emails delivered to the address historically resulted in a click
K3: Most of the emails delivered to the address historically resulted in a click
K2: Some of the emails delivered to the address historically resulted in a click
K1: Very few of the emails delivered to the address historically resulted in a click
K0: We have no historical data around email clicks for this address 

If you have any further questions about our validation services or your results, then please contact your Account Manager, who will be happy to assist you further.