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What's your email bounce rate? Anything above 2%?
Well, anything more than 2% bounce rate is a warning level that your e-commerce email campaigns are not compatible enough. It happens mostly when you send emails to unverified email addresses. All your emails get automatically bounced.
You need a clean and verified list of emails to start your email campaigns for your e-commerce brand. Let's talk about it a little further here in this blog.
✦ Issues e-commerce businesses face without email verification
Brand establishment and maintaining brand image thoroughly is the ultimate success mantra for e-commerce businesses to stay in the competition for a long time. These brands do not have any physical presence; thus, digital presence matters here the most. Email here acts as the main communication channel between the brand and the customer. However, without having any email verification, e-commerce businesses are prone to loss. Wait, there're more..
Increased Fraud and Security Violations
As you don't have an email verification process, anyone can create a random fake email ID to get all your offers. If you are offering something as a freebie, then it would be a waste of your resources and efforts. Because malicious actors can access your premium offers via fake email IDs and credit card information.
Further, not having a secure email verification system can put your customer data at risk. Hackers can infiltrate your system and steal your sensitive information. Meaning your customers can become more vulnerable to identity theft and account takeovers.
Increase Costs While Reducing Marketing Efficiency
Unverified email addresses can fail email deliveries. Spending your marketing budget on an unverified email list is a very bad idea. Most of your emails may not get delivered, and your chances of reaching promotional campaigns can also be reduced. On the other hand, sending emails to invalid addresses can increase spam complaints and negatively impact your sender reputation and deliverability.
Damage Brand Reputation
Not getting emails regarding orders, deliveries, or accessing to account can upset customers. It weakens brand reputation over time. Customers want quick information, and if they are unable to get it, they will move on. Issues in receiving emails on time can lead to dissatisfaction and erode the brand's trust. Once customers face these issues, it will become hard for the brand to regain support and loyalty from the customers. The chances of getting repeat business also diminish.
✦ How email verification boosts eCommerce success
Email verification can improve your marketing goals and bring excellence to the customer communication process. Having a verified list of emails is a necessary component of any marketing strategy. It can help your e-commerce brand to flourish and accomplish all marketing tasks. Let's check how email verification works in e-commerce.
Broaden Customer Experience
If a customer provides an invalid email address during checkout, they'll not receive any order details or any further promotional material at all. It's a two-way loss. Customers will not be able to see any purchase updates, and businesses cannot send any promotional emails in the future. However, with the help of a valid email list, businesses can reach out directly to the customers via email. Customers can receive emails when they order, pay, or take any action based on their choices.
Better Engagement
Customers can't engage with your e-commerce store if they do not receive emails. Invalid email addresses can't deliver your messages to your intended audience. The only way to engage your customers with your message is to deliver your message to their mail inboxes. For that, you need only verified email lists.
A verified email list can ensure higher deliverability. This also increases the chance of your emails being opened (open rate), getting more CTR (Click-Through rate), and converting more people. An accurate forecast of response rate is only possible when you have an accurate idea of the number of people you've reached successfully. You can get the best ROI from forecasting the engagement rate. Further, you can maximize your response rate if you take the nonexistent email addresses out of the list. You can make it possible with the help of professional email verification services.
Improve Sender Score and Deliverability
You have to take care of the bounce rate of your emails. If you constantly send emails to invalid email addresses, the chances of a bounce rate will increase. When your bounce rate hits the right threshold, ISPs may filter your email campaign as spam. This will cause further bounce even if the email goes to legitimate addresses.
Gradually, spam complaints, poor deliverability, and low subscriber engagement can build a negative sender reputation. This also affects your email campaign as your IP can get blocklisted and your account status can get disabled. However, with the application of email verification, you can avoid all these things. If you send emails only to verified email addresses, your sender reputation will increase, plus open rates also improve. This will lower the bounce rate and allow uninterrupted communication with your audience, and increase your email campaign ROI.
Reduce Spending, Better ROI
If you're not getting responses after sending several emails to your targeted email addresses, then you should stop doing it ASAP.
Sending emails is equal to spending your marketing budget. But if the emails do not hit the intended inboxes, then it's a mere waste of your spending. With email verification, you can ensure that you are choosing the right inbox to drop your emails. Email validation can limit your email sending capacity for good reasons. You'll be only sending emails to the validated IDs, where the chances of conversion.
Best practices of email verification in e-commerce
After knowing all the benefits of email validation in e-commerce, it's now your duty to adopt the best practices of email verification. Here are a few things you can do;
- Verify your emails at the point of entry. To prevent invalid emails from entering your system, you can integrate email validation at the entry point on your website. So the customer can only enter a valid email to proceed with the shopping.
- Regularly clean your email database with the best measures. You can launch a periodical clean-up of your email list. Deleting the users who are inactive on their shared email IDs can help you maintain a healthy and high-performing list.
