Email address validator is a tool that helps companies that send emails to manage their risks.
Every business can suffer the threat of internal or external damage; from controllable or uncontrollable variables.
Whatever a company’s objectives, one thing is certain: prevention must be part of every strategy. After all, avoiding risks should be the purpose of all good planning.
Email validation generates numerous benefits for any company that uses email marketing as a communication channel.
Lead generation, high deliverability rates in the recipients’ inbox, communication with real people who are actually interested in your communication, ROI above expectations and a host of other factors.
But why does email validation cooperate with risk management in a company?
Let’s start by understanding what risk management is.
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What risk management means
Risk management means managing actions that mitigate threats to the company’s business.
Threats are understood to be anything that can damage a company’s operations. A dysfunctional team is a dangerous condition. Failure in product logistics is also an example of a threat.
Risks occur according to the sector in which the company operates, and are subdivided into controllable and uncontrollable variables.
Let’s look at the two risk conditions in more detail.
- Controllable variables: situations that depend on the company’s decisions and influence. For example: promotions, the distribution system, product or service variations, etc.
- Uncontrollable variables: these are elements that are independent of corporate management, but which affect the company’s behavior. For example: the 2020 pandemic, the economy, culture, legislation, among other external factors that can affect the company.
The SWOT Matrix
The SWOT Matrix, which is crucial for risk management, is an organizational method used in planning, which makes it possible to visualize a company’s position in its area of activity.
In other words, it means identifying all the strengths, weaknesses, threats and opportunities in the market.
It is important to note that strengths and weaknesses are controllable variables and are related to the company’s internal environment.
Threats and opportunities are the uncontrollable variables and refer to the external environment, i.e. the market.
This is important for defining the company’s position in relation to its competitors and what can be done to improve the internal and external environments.
The influence of the email address validator on risk management
Email validation acts as risk prevention. For example, a company that collects emails through registration forms depends on addresses being entered correctly. This is the only way to build a list of valid contacts.
If the addresses are not validated in real time, the list collected by the form will be full of bounces and risky emails. This causes IPs to be blocked and classified as spammers.
In short, investments in email marketing by a company that doesn’t validate emails end up being in vain.
Check out the case of Icatu Seguradora, which illustrates what it means to lose money when you don’t work with email validation.
Case: how the email address validator reversed Icatu Seguradora’s risk
The case of Icatu is a good example of how valid emails reversed the threat of a total loss of investment in email marketing communication.
Icatu’s lists needed to be sanitized, and the company had already received this warning from its email automation platform.
With messages falling into recipients’ spam boxes and on the verge of being classified as spammer by email providers, Icatu realized that millions in communication capital was about to be lost.
By hiring the SafetyMails email address validator, messages began to be delivered to inboxes, optimizing campaign ROI.
This eliminated the risk of having the communication project interrupted and, consequently, the capital invested collapsing.
ISO 31000
Recommendations for good risk management practices are available through the ISO 31000 standards, which apply to most of the activities carried out in companies.
Among the principles of ISO 31000, the following processes are described:
- defining the context using the SWOT matrix.
- Identification of risks using the results of the SWOT matrix.
- Analysis of the risks, calculating their degree of impact and prioritizing control measures.
- Risk assessment, defining how the risks will be dealt with: acceptance, mitigation, transfer or avoidance.
- risk treatment: how the risk treatment option chosen in the previous stage will be implemented.
- monitoring and analysis: do any adjustments need to be made? Have the risk levels been forecast correctly?
It is important that the risk management method is reviewed frequently.
FAQ
Controllable variables are all the elements that are directly influenced by the company: increase or decrease in consumer prices; training and qualification of staff; expansion of internal space; logistics, among many other factors.
Uncontrollable variables are external elements that can modify (and harm) the company’s parameters. Stock markets, environmental, political and cultural problems, emergencies in the health system (2020 pandemic) are just a few examples.
The SWOT Matrix allows the company to visualize its position in its area of activity, analyzing its strengths and weaknesses in the internal environment, while at the same time visualizing its opportunities and threats in the market. In this way, it is possible to prioritize strengths and minimize weaknesses, with the aim of mitigating and even eliminating all risks.
ISO 31000 is an international set of best practices for risk management and was created to help companies anticipate and eliminate any kind of threat that could harm their business.
Email validation is one of the controllable variables and has the role of eliminating financial losses from unsanitized mailing lists, which in turn lead to the sender of email marketing campaigns being blocked.
When the email address validator is part of risk management planning, campaigns see an increase in deliverability rates and consequent improvements in ROI.