Email checker tools, acting through an API, are a powerful ally in lead generation. This is because the creation of new businesses in the digital world requires the construction of a powerful CRM.
It is through this that companies will get to know their buyer persona and build their plans.
But what goes into building a good CRM? There are companies where the main source of lead generation is registration forms.
In these forms, the user, interested in acquiring some rich material or accessing an area rich in information, enters their data.
And that’s where the danger lies: there are many typing errors, causing countless invalid emails to be collected.
As a result, mailing lists become full of bounces and various types of risky emails, which damage the reputation of the company working with email marketing.
Email providers classify as a spammer a list that contains at least 3% invalid emails, regardless of the size of the base.
Some tools are crucial for direct marketing to exercise its great advantage of dialoguing with the public without the influence of intermediaries.
One of these tools is the email checker tool. But before we analyze its influence on generating healthy CRMs and promising leads, let’s look at the concepts of direct marketing.
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What is direct marketing
Direct marketing, as the name suggests, is a way of getting closer to the customer.
You talk, the customer listens. No detours or distractions. In the past, direct marketing was done through flyers that people received at home. This is what we know as direct mail.
Today, email has taken on the role of talking directly to the customer at an unprecedented cost. In the past, you had to invest in buying paper, paying printers and couriers for the messages to reach your customers.
Today, email has zero paper, printing and postage costs and returns US$42 for every dollar invested.
This business model has worked like a glove for e-commerce. But other types of communication have also benefited greatly: newsletters, specific seasonal or non-seasonal actions, surveys, among other strategies.
Why email checker tools have become a necessity for direct marketing
Email verification through the installation of an API is a solution that prevents risky emails from entering the lists collected by registration forms.
As email is the main element of direct marketing, the lead generation capacity it provides is threatened in the absence of a verification service.
The installation of a real-time email checker on landing pages, websites, applications and other web repositories has the function of protecting the lists that originate from the forms.
This happens in the following way: the email check is done through an API that has an automatic corrector. This corrector rectifies the email as it is being typed.
In other words, it means that the user can’t access the service if they type in an email with an error.
In these cases – emails with typing errors or even temporary emails (which are created to last only a few hours but are still bounces) – the API corrector issues a message alerting the user to type in a valid email.
The great advantages of using the email checker tool API are its integration with various services and, of course, immediate feedback. In other words, a list that originates from a web service linked to an email-checker API will always be healthy.
Thus, the communication that will be generated after data collection is protected, through high deliverability rates in the recipients’ inbox.
Let’s see how this happened in practice by looking at the case of Reader’s Digest.
The influence of email checker tools on Reader’s Digest marketing
Reader’s Digest is a company that works with a high turnover of data in forms. They often run competitions, supply materials and other ways of attracting leads.
The high rate of invalid emails from the forms was causing the company a lot of financial damage.
The contacts collected turned into bounces, leading the company to reinvest in communication strategies that had no effect because the problem was not being addressed.
Even though they were already working with an international email validation tool, Reader’s Digest’s messages were not reaching the public’s inboxes, and the company was on the verge of being classified as a spammer.
Replacing this tool with SafetyMails’ real-time email checker restored the health of the lists collected by the forms and resulted in optimized deliverability.
In short, leads were converted and the company had an ROI it had never achieved before.
FAQ
CRM is a database created to manage customer relationships through automation. With it, companies can plan campaign actions, promote interactions, among countless strategies to stay close to their consumers.
A database is a system that gathers information in general, not necessarily linked to consumers. It is the organization of data stored within an IT management system, and is usually related to information security and data protection systems.
Real-time email checking, which works through the installation of an API, prevents invalid emails from entering lists, optimizing lead generation and investments in customer communication.
Reader’s Digest, whose main source of lead generation is registration forms, was making losses because the email validation service it had contracted wasn’t giving the expected return. With too many messages in the spam box, the company replaced the tool with SafetyMails’ real-time email checker and thus optimized the ROI of its email marketing campaigns.