Even though a majority of the original email addresses came back as invalid, this gave Soft Surroundings a starting point to reengage with some customers. When a customer who had previously had an invalid email on file came back to a store or placed a phone order, the associate or agent could use that opportunity to request a new address. In many cases, customers had a new email or the previous email had been mis-keyed—now they’re able to reach back out to that customer.
After ensuring they were collecting valid email addresses, the contacts to the call center were reduced dramatically. In addition, the company has streamlined their mobile checkout flow by removing the second “enter email address” field. Finally, it has given them another tool against fraudulent orders.
For Soft Surroundings, the benefits of a clean list are numerous. After using Real-Time Email Validation, Buffington noted, “We reduced our hard bounces on marketing emails by over 45 percent and we removed over 150,000 invalid email addresses from our POS system alone. Without invalid addresses clogging up our list, data from our email service provider becomes more accurate and actionable, and our open and click rates become more reflective of our actual performance.” While validating an email list doesn’t replace best practices on email permissions, it is a critical component of any marketer’s deliverability strategy.