Business, Tech/Software

How to validate your email database and grow it

email database

Image via: Pexels

This concise guide outlines how to validate your email database to ensure that all the entered emails are correct, and avoid your emails being blocked or ending up in spam folders.

Have you got lots of inactive emails in the email database? Do recipients frequently complain about spam? Are you tired of low email deliverability rates? All this happens often due to the fact that you do not check the subscriber base for validity. If you have too many unconfirmed emails, mailing services may simply block your accounts, and the target email will end up in the spam folder or will not even reach the user at all.

Why should you validate the email database?

Using email validators and the email spam checker by cleantalk is useful if you want to:

  • Reduce the percentage of spam complaints, returns, and delivery errors;
  • Avoid spam traps and blacklists;
  • Increase your reputation in the mailing service;
  • Reduce the cost of sending newsletters.

Address validation is a way to dramatically improve metrics without actually changing your email strategy. There are at least three effective ways to check if a subscriber entered a real email or made a mistake in it. Each solution has its pros and cons, and the choice is yours.

#1 – Online Services

This method is suitable if you have a small email database. The work is elementary: you specify an email address, press the “Check” button, and immediately receive an answer. This method works well if you do not need to scan thousands of emails. However, there is a good thing here – as a rule, online services are free of charge.

#2 – Commercial Validators

They are convenient to use if you are planning mass mailings from your email database, setting up an auto sales funnel, and just want the validation to take place automatically. For verification, you can periodically upload a file with a list of addresses or set up integration with the mailing list service in real-time. The second option allows you to quickly check the mailbox for existence as soon as it enters the database.

#3 – Using the Code on the Site

When a user enters an email, the code on the site checks the correctness of the syntax (whether there is “@”, whether there are spaces or illegal characters, etc). For example, this can be done using regular expressions in Python. So, make sure that email validation is in place if you have any input fields on your website.

Do It Right!

The most reliable way to check if an email address exists and is written properly in the email database is to send an email to it. But don’t neglect validation services: they will help you get rid of obviously harmful addresses. And the rest of the “dead souls” will appear after the first letter has been sent. We do hope that after the initial validation, there will be much less of them than it could have been.

Tips for gathering addresses for your email database

More and more companies are using e-mail to provide their target group and potential customers with news, information and advertising messages. In the meantime, it has become an important task in direct and dialogue marketing to develop concepts for generating e-mail addresses and not just relying on renting or buying e-mail addresses. But which ways are suitable to expand the email database in a legally secure manner?

The use of third-party addresses does not always lead to the goal, but there are other effective ways to increase your email database inventory.

Offline contacts

A large number of companies communicate with their potential customers via more than just the online channel to encourage them to buy and rely on mailings, brochures, customer magazines …

Advertising for their own newsletter or at least the address of the company website should always be part of these contact points be. Check for yourself whether your direct mailings not only contain the link to your own website, but also offer an incentive to sign up for the newsletter, or whether they have a fax form with a newsletter checkbox to tick.

Phone calls

Above all, companies that operate call centers for purchase or product advice, but also in-house for sales or customer care, should use this tactic: The call center agent, salesperson or customer service representative asks the caller, especially if the previous conversation has gone to their satisfaction, for his consent to receive the newsletter.

The caller then receives an e-mail through which he can register himself or through which he can confirm verbal consent on the phone (similar to the double opt-in procedure).

Trade fairs and events

Companies that have contact with potential customers at trade fairs or events should train their trade fair staff to make stand visitors aware of the existence of the newsletter and to give their consent in writing using prepared contact or action forms.

POS and online shops

The purchase of a product or service shows that a customer has confidence in the company. This is the ideal moment to ask for consent to receive the newsletter or advertising emails on the basis of this trust. In a web shop, you place an opt-in request along the purchase process or in the email with the purchase confirmation. In an offline shop, at least at the checkout, the customer should be able to give his email address and consent.

Companies with goods and services for which a contract is signed (e.g. insurance industry, car sales, etc.) should actively ask for the buyer’s email address and make the opt-in request part of the contract.


When registering for many freemail and free SMS services, users have the option of registering for third-party newsletters immediately after completing the registration process. The placement of such opt-in requests are mostly marketed for a certain amount per successful registration.

Co-registration measures that a company builds itself with partner companies or suppliers are cheaper, with more precise target group control, but associated with more effort.