"For years, email verification was considered a back-office technical task, handled quietly by IT teams and rarely discussed at a strategic level. That perception is now changing. As mailbox providers continue to tighten their requirements and refine spam filtering algorithms, email deliverability has moved to the centre of modern marketing strategy. Businesses are increasingly being forced to reassess not only how they send emails, but whether those messages are reaching inboxes at all."
"Despite repeated predictions of its decline, email remains one of the most effective and cost-efficient channels for reaching customers, partners and prospects. However, behind this apparent stability, the rules governing inbox access have evolved significantly. Filters are more sophisticated, sender reputation is monitored continuously, and tolerance for technical errors has narrowed considerably. In this environment, deliverability; the ability of an email to land in the inbox rather than the spam folder can no longer be treated as a secondary concern."
"Many organisations are experiencing a gradual decline in email performance without making any major changes to their campaigns or messaging. Open rates decrease, responses become less frequent, and engagement metrics fail to meet expectations. In many cases, the issue is incorrectly attributed to content quality or audience fatigue."
Email deliverability has become central to marketing strategy as mailbox providers tighten requirements and refine spam filters. Filters and continuous reputation monitoring reduce tolerance for technical errors, causing legitimate messages to miss inboxes. Many organisations see falling open rates and engagement without changing campaign content. Data quality and sending infrastructure—invalid addresses, misconfigured authentication, and negative engagement signals—weaken sender reputation with mailbox providers. Once reputation declines, legitimate email delivery suffers. Email verification mitigates these risks by identifying invalid, inactive, or harmful addresses before sending, reducing bounces and protecting domain reputation.
Read at London Business News | Londonlovesbusiness.com
Unable to calculate read time
Collection
[
|
...
]