So Are You Saying I Look Fat?


In everyday life, we are all looking for validation. If you look up this word in the dictionary, you will come across a variety of different meanings, one of which being, “to give official sanction, confirmation, or approval to…”

Whether you want to admit it or not, as humans, we are all in search of validation in some form or another. We seek validation from others for the milestones we achieve in the span of a lifetime, whether it be our choice in which high school or college to attend, our choice in a field of study, or our choice in a lifetime partner. Children seek validation from their parents. Teenagers seek validation from their peers. Wives seek validation from their husbands, and vice versa.

So, what is this talk about validation, and what does it mean for email marketers?

If you are new to the field of email marketing, you might not be aware of the importance of sending to a clean, deliverable, and valid email database. It may seem like the smart thing to do, but not worth the time or money to actually follow through with it. If this is in line with your thinking, I urge you to keep mailing to invalid email data and watch what happens. Or, if you want to save your breath, I will spell it out for you. You will get blocked, or even shut down completely by all major ISPs from sending any future mass email campaigns. Your sender reputation will go down the drain. Beyond this, you are wasting money sending to emails that are either outdated or undeliverable.

Your search for an email list cleaning company should be one that has its own email hygiene software that effectively scrubs your list of duplicate emails, improperly formatted emails, emails with “spammy” keywords, emails that frequently bounce back, complainer emails, and spam seed, BOT, black list, or bogus email domains. Also, know that a reputable email list cleaning company is one that incorporates email validation in the email list cleaning process, and I am not talking about the validation you need from your wife when you bought that new entertainment center. This kind of validation, while it may not seem as exciting as other types, is the most important part of the list cleaning process. During this process, servers communicate with each email on your list to determine whether it is a valid, deliverable email address, or an invalid, undeliverable email address, without ever sending an actual email to the recipient. In your search for a reliable, dependable, and award winning email list cleaning company, you must first eliminate those that do not have the software capabilities to validate your entire email database. Otherwise, you are not reaping the full benefits of the service.

The next time you seek validation for anything, remember what type of validation really matters. It’s the validation that will keep your sender reputation intact and save you money!

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