Why you should verify your Email List before Cold Outreach Campaigns?

If you’ve been running cold email outreach campaigns, chances are that you’ve been using one of the two below mentioned methods to find out email addresses of your target audience.

Method 1: Buying a list from a vendor or from companies like Zoominfo.

Method 2: Guessing and finding out emails using software like Snov.io, Findthatlead, Hunter, etc.

In both cases, before running the cold email outreach campaigns, you need to be verifying the email list by passing it through an email verifier.

Here is why I think verifying your contact list is probably one of the most crucial steps in predicting the conversion rates of your outreach campaigns.

  1. If you’ve been buying a list from vendors like Zoominfo, you need to take into account the fact that roughly 40% of these emails are outdated. This is partly because of how these emails are found out (prediction mechanism) and partly because these databases don’t update to recent job change by the prospect (hence displays email address of a previous company when the prospect now works somewhere else). Thus, when you don’t verify the list, you’re potentially sending to a bunch of email addresses that are not valid anymore, which leads to dozens of bounces and decreased email deliverability.
  2. If you’ve been using software like Snov, Findthatlead, Hunter, FindthatEmail, etc. you should know their underlying mechanism of finding out the work email addresses which happens to be permutation and combinations of arranging first and last name and then sending a ping signal to the server. If a certain combination gets the pingback from the server, it points out that the email address is a working email address. But this does not guarantee whether that email address is currently able to receive emails or if it even exists in the first place.

In both cases, email verifiers help to identify the bad emails, spam traps, emails that don’t exist anymore but have been labeled as correct emails by these softwares.

When you pass a feed of correct emails extracted by any of the methods mentioned through email verifiers like Zerobounce, Neverbounce, Bulk Email Checker, etc. you can see on average 30% of the feed emails are actually not working or worse does not exist in the first place.

Imagine running a cold outreach campaign on this feed and receiving 50+ bounces on the first day, you’re sure to be marked as spam and miss out on landing into the inbox which leads to the campaign being compromised.

This alone makes it imperative to be investing in an email verifier before starting with your cold outreach campaign.

The results from these verifiers are also skewed at times but that number is very very small. To maximize the number of correct emails and to weed out the remaining bad emails what I’ve found to work is “using the results obtained from one email verifier as the feed for the other email verifier”.

This weeds out the remaining bad emails and I’ve found this to work really well. By the end of this process, I am left with a smaller feed of real working email addresses and thus minimal chances of email bounces and thus longevity of email deliverability.

Pro tip: Use more than one email verifier, I usually use a combination of Neverbounce, TheChecker, and Bulk Email Checker.

If you’re sending cold emails to build your sales pipelines, I can’t stress the importance of verifying the list. I’ve firsthand experienced erosion of email deliverability, getting marked as spam, and my domain getting blacklisted because I happen to be sending to an unverified list that had spam traps and bad emails.

If you’ve any questions regarding cold outreach campaigns, I’d be happy to answer those in the comment section below.

Co-Founder at Data Chroma | Simplifying Sales Prospecting and B2B Lead Generation