Email verification and its impact on email deliverability

Marketing Tech Talk #9

Today’s Marketing Tech Talk will discuss the important role email verification has on your email marketing campaigns. As marketers follow the “Big Data” trend, they are zealously pursuing massive amounts of structured and unstructured data in the hopes to improve operations and make faster, more intelligent decisions. In an environment in which customers demand personalization in every communication, this strategy has been adopted quickly. However, as the American West gunslinger, Wyatt Earp, once said

Fast is fine, but accuracy is everything.

MarketingSherpa’s 2012 Email Marketing Benchmark Survey found that only 19% of marketers reported that their email marketing subscriber data is correct and current.

email data accuracy

Additional statistics from Xverify’s Infographic on Data Verification.:

  • 18% of incoming data is pure garbage
  • 10% of the invalid data is because of typos
  • 7 out of 10 marketers don’t closely monitor their data

In this 28-minute podcast, Marketing Tech Talk host Jeff Rice will discuss the critical role email verification has on an email reaching the recipient’s inbox with guest Krista Barrack of Xverify .

Krista Barrack of Xverify explains real-time email verification

Our guest, Krista Barrack of Xverify, will share her expertise on email verification and help answer this question:

What can I do to ensure I receive the most accurate data from my email subscribers?

To do so, Krista will draw on her experience from advising a wide variety of online retailers, lead generators, mailers, and bloggers to help ensure their customer profile data is correct. Every day she helps clients improve data quality and email deliverability, all while minimizing their risk of fraud.

In this program, we explore the

• Effects of poor quality data on marketing campaigns <5:25>
• Determining factors of an IP reputation <10:20>
• Actions marketers can take to improve their email senders score <11:41>
• Real-time email verification process <19:03>

Listen or download the entire interview now. The podcast is 28 minutes long, the perfect length to listen to during your morning or evening commute.

Do you have marketing questions you would like answered on this podcast? Post them on @MKTing_TechTalk, and will try to get them answered by our guests.

Additional resources


Krista joined Xverify before its launch in 2011, working on the initial UI design and development. After earning her bachelor’s degree in Computer Information Systems, she focused on jobs in technical support, which allowed her to use her natural communication skills and passion for technology. Today Krista works with a wide variety of online retailers, lead generators, mailers, bloggers, and more. She is a true problem solver who stays on top of the challenges of today’s marketing industry to provide intelligent advice to her clients.


W. Jeffrey Rice, Director of Marketing Strategy is responsible for sharing Brick Street Software’s brand through positive and helpful interactions with customers and the marketing and IT community. His eclectic background, ranging from sports entertainment to a leading global manufacturer has allowed him to excel at collaborating with cross-functional teams to successfully commute objectives, draw out subject matter expertise, and drive effective campaigns.

Jeff previously held the position of Sr. Research Analyst at MarketingSherpa. He examined email and mobile marketing’s best practices and authored a number of influential publications on the topic, including the 2012 Email Handbook and The Email Benchmark Report. Rice’s work has been cited in online publications including Forbes, HubSpot and Independent Retailer. In addition, Jeff has conducted live full-day strategic email certification classes with marketers from AT&T to Yamaha at the ESP User Conferences, Email Summits, and regional workshops.

Jeff holds a B.S. in Sports Management from Springfield College, and an MBA from Anna Maria College. Springfield College’s deep-seated humanics philosophy helped hone Jeff’s aptitude for teamwork and service.

Thank you to our sponsor Xverify!

Xverify is a real time data verification solution designed to improve incoming data quality. The service focuses on instant verification of email addresses, phone numbers, and postal addresses. Xverify’s mission is to help businesses improve communication with their end user’s and minimize their risk of online fraud.

Marketing Tech Talk: Tackling the trials and transformations of technology in marketing today.

Marketing Tech Talk shares research, thought leadership and best practices in digital marketing from both the perspective of marketers and technologists. Each week W. Jeffrey Rice and a special guest will discuss the latest technology, ideas, products, services, and approaches that positively influence marketing, sales, customer service, and most importantly the customer’s brand experience. Follow us on twitter @MKTing_TechTalk


UR Business Network

Speak Your Mind