The Power of Email Verification and Multi-Method Hygiene

Market research authored by David Daniels (formerly of Forrester Research and Jupiter Research), and other analysts from The Relevancy Group. Sponsored research can be downloaded with registration. Other titles can be purchased for a fee or save and subscribe to our research. Get access. Ask the analyst; Get Access to Answers.

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  • Sponsored by Webbula

    Written by David Daniels and Nicholas Einstein Webbula, Email Verification, Multi-Method Hygiene, Email Marketing, Validation

    About: Published in July 2018, by The Relevancy Group and sponsored by Webbula, we explore the value and power of email verification and multi-method hygiene.  

    Key Questions:
    What is the state of email deliverability?
    What are marketers doing to improve the quality of the email marketing lists?
    What framework should marketers use for maintaining clean customer data?
    How confident are marketers in the ability for email hygiene and verification to have an impact on business results?
    Are marketers that are embracing the power of verification and multi-method email hygiene experiencing net improvement in business results?

    Key Takeaways:
    Email delivery rates have been trending downward over the past three years, and as of the second half of 2018 had dropped to 87 percent.
    When asked about the verification and hygiene methods that marketers were using we found that most are not doing enough.  
    Real-time email verification is a necessary tactic to ensure that email addresses are valid, but it is an incomplete defense. To improve deliverability and suppress against multiple threats, marketers need to adopt verification and multi-method email hygiene.
    When asked, 53 percent of marketers stated they were very confident in the ability for verification and hygiene solutions to positively impact deliverability and revenue.
    The Relevancy Group survey data suggests that those that are using verification and multiple methods of email hygiene outperform those that do not. Based on actual performance metrics, the mean annual budget for email verification and hygiene is ROI positive and necessary for advancing revenue.
    Verification and multiple method email hygiene equate to approximately $2 million additional dollars in monthly revenue. Hygiene is not a cost, it is a profit center.


    The Research: 8 pages, 5 graphics, 2410 words
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