Segmentation is a common best practice in the email industry. In theory, when you break a larger list down into smaller lists based on different qualifiers and adjust the email contents to appeal to those smaller audiences, your open and click rates are bound to rise. But what happens with you pair segmentation with validations?
We’ve talked a lot about email bounces and email bounce rates as a whole in the past before, but we’ve really only ever dipped our toes into the different types of bounces — hard bounces and soft bounces. Why is that? Well, they’re the smaller components that makeup more complex deliverability issues. A cog in the wheel, a fruit in the basket, a piece of the pie, or whatever other metaphor floats your boat.
Once upon a time, and by “a time” we mean a few years ago, companies sent emails to their contacts and customers somewhat blindly. To a large extent, they didn’t know if the addresses they had in their databases or forms were correct in syntax or one-time-use email addresses or distribution lists that go to 20 different people. All of which could adversely impact their sending domain’s reputation — essentially, it was chaos.
Shruti Sridharan is a full stack Salesforce Developer with close to 3 years of experience working on almost every facet of the platform. She often blogs about everything that’s new on the Salesforce platform. Apart from that, Shruti speaks at various conferences, webinars and also leads the Women-in-Tech User Group and Student Group in her hometown. You can reach out to her via her website.
I’ve seen a lot of lists – good lists, bad lists, and everything in between – so I can usually tell when a company’s email list is going to cause deliverability problems. When someone says, “yeah, I’ve got about ten million people on my list. I bought it off the internet a few years ago from a guy named Joe, and…” that raises some red flags.
Stores are busting out wreaths and giant bows. Santas are sitting in shopping malls. There’s a faint chill in the air (or at least that’s what we’re told; we’re based in Texas).
As the holidays approach, we see the volume of sending increase for some of our customers. Whether for order confirmation emails or marketing emails, it could be detrimental to a business if recipients do not receive their emails – and it does happen. In fact, 17% of email marketing campaigns fail to reach consumers.
This week we focused on improving the Mailgun control panel and the spelling corrector for the email validation API.
A few weeks ago, we launched a new API to validate email addresses submitted through web forms (API reference & demo). Sending billions of emails, we noticed significant error rates that come from users mistyping email addresses and the pains that developers go through to validate
Disclaimer: We’ve added new features and adjusted the pricing of our email validations. For the latest on validations, check out this post.
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