Guide to selecting an Email Verifier in 2020

Email verifiers in 2020

If you have ever sent out a bunch of emails as part of your marketing or sales job, you would have known the importance of scrubbing your list.

Scrubbing your list or verifying/validating the email addresses helps you to churn out the incorrect emails and in turn prevents the email bounces. There are a dozen different software tools in the market that help you verify your email list.

In this post, I’ll walk you through some of the most prominent ones, the ones with the highest accuracy, and the ones that we use every day at our company.

Before jumping on to the list, let me quickly brush up the concepts around email verification:

What is Email Verification?

Email verification is the process whereby the software/tool checks the email address for deliverability. After the checks are done, the emails are classified into common categories like Deliverable, Deliverable but risky, and Non-deliverable.

Thus when sending to these ‘deliverable’ emails you’ve minimized the chances of your emails getting bounced which is the central idea behind performing email verification in the first place.

Why is Email Verification required?

There are two reasons for this:

  1. People tend to sometime put incorrect email addresses when they’re filling a lead gen form. Now, these email addresses are either temporary email addresses, or sometimes it could be a typo. In either case, the email address does not really exist. Hence you don’t want to be sending to these addresses because they will bounce and hurt your deliverability.
  2. When sending cold emails to work email addresses, the emails of the employees are oftentimes deactivated once the employee has left the organization. In this case too you don’t want to be reaching out to these addresses.

Hence to avoid getting unnecessary bounces, a good practice is to verify the list and only send it to the ‘deliverable’ labeled emails.

Where are these email verifiers primarily used?

Anybody who sends out email campaigns knows the importance of sending out to a verified list. Specifically, these come in handy for two use cases:

  1. Sending out marketing newsletters: When you’re sending out newsletters, email verification is a pivotal process step before launching the campaign since you’d be sending out to a big list and you can’t afford a lot of emails getting bounced. The deliverability will get hurt and all your emails may land into spam. Hence, anybody who sends out email newsletters knows the importance of verifying or scrubbing the list.
  2. Cold Email Sales Campaigns: When sending out cold email drip campaigns to people’s work email addresses, landing into the recipient’s inbox is central to the whole activity. Validating the email list makes sure that we’re only sending to correct addresses and thus fewer chances of email bounces which translates to improved email deliverability which translates to more chances of landing into the inbox.

Now that we know Email Verification as a process and why we need email verifiers in the first place, let’s now see some of the prominent email verifiers in the market. I run a lead generation and outbound sales agency and we send out cold emails every single day.

This list is purely based on our experience of trying every other option in the market. I’ll also mention the exact parameters we take into account while comparing two different email verifiers. This is not a sponsored list by any means, these are the ones that we’ve used and found to work better than a dozen others on the market.

Email Verifiers that we recommend in the year 2020:

  1. Neverbounce
  2. Zerobounce
  3. Briteverify
  4. Thechecker
  5. Kickbox
  6. BulkEmailChecker
  7. EmailListVerify
  8. Proofy
  9. Xverify

How do you compare these or what parameters should you be taking into account while choosing between different options?

While on the surface all of these look the same, they all promise maximum accuracy, and also the technical process of verifying the emails is also almost the same, there are a couple of differentiating features.

I’m listing down the judging parameters/criteria that our team at Surgestreet uses while choosing between two different email verifiers:

  1. Pricing per 10,000 credits – first and foremost
    • The price per 10k or 50k credits should not be astronomically high. Some companies have the habit of keeping the price very high to indicate superior accuracy.
  2. Bulk CSV upload
    • Some tools tend to block the bulk CSV upload feature on their free trials thus you really can’t run a test feed (1000 emails) to compare two software tools until you buy their basic paid plan which is a bummer.
      Any email verifier you are paying for should provide you with the ability to upload a bulk CSV list of email addresses.
  3. Time to process the list
    • Some of these tools take ages to process a list greater than 20k emails. I remember once uploading a list of 40k emails and the software taking 4.5 hours to verify that.
      Always prefer the tools taking less time to verify your emails. More time taken to process the list does not mean higher accuracy.
  4. API functionality (Power users)
    • For use cases when you require integration of the email verification process in your application, you’d need the software providing the API functionality. There are quite a few software providing seamless integration using their API and we’ve found Zerobounce’s API to work flawlessly when integrating into our own systems.
  5. Free Credits
    • While comparing two tools you’d need to run the same email list feed through two different software. For tools providing > 500 credits in the free trial, it becomes a lot easier to gauge the results.
      There a couple of tools on the market that provides a maximum of 100 free credits which in all sense is a very small number when it comes to email verification.
      Neverbounce provides 1000 free email verification credits and this was partly the reason we could run multiple comparison tests using the free trial and that is how we finalized on choosing Neverbounce over other options on the market.

Of these parameters, make sure the email verifier that you’re picking has a decent file processing time and the price per 10k or 50k is not too high. Again a high price per 50k credits does not mean superior results or better accuracy.

Email Verifiers we haven’t mentioned in this post:

We haven’t mentioned the likes of Hunter, Snov.io, FindthatEmail, Findthatlead, etc. While these are all viable options and work decently when it comes to email verification, we’ve found tools specializing in certain features work a lot better than tools having a lot of features/doing a lot of things.

All of these options mentioned above are really good at extracting work email addresses, these don’t match the results obtained from the dedicated email verifiers – see list above.

Which Email Verifier are we currently using at Surge Street to verify our list of cold email addresses?

Since October of 2019, we’ve been using Neverbounce as our primary email verification tool. I love the simplicity and the list processing time on this one.

We’ve used Briteverify and Zerobounce and quite honestly we found similar results to Neverounce and hence we couldn’t justify paying a much higher price for either of these.

We also recommend using Xverify or BulkEmailchecker, we use these oftentimes along with Neverbounce when we need to doubly verify our lists.

Which Email verifier am I currently testing?

I’m currently testing Thechecker. I picked up the Appsumo Lifetime deal on this one just to check how well this performs and I’m gonna be honest here, it’s very promising. It has by far the shortest list processing time that I’ve seen for bulk lists. It’s right now my personal favorite alongside Neverbounce.

I hope this blog will help you to better evaluate and choose between the different email verifiers present in the market. You can go with any of the email verifiers from our recommended list above in case you don’t wish to put in a lot of time comparing these tools.

Do let me know what email verifier are you using and how does it fit into your workflow in the comments section below.

Also published on Medium

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