This playbook’s objective is to learn how to use Everest to improve List Hygiene.
- If you are a new Everest customer with no prior relationship with Validity, complete onboarding to ensure you are familiar with navigating and using Everest.
- If you were a Return Path or 250ok customer and are moving to Everest, complete your migration process.
- Ensure you have completed the Everest Basic Set Up Guide.
Important! As you use Everest, keep track of the subscription allotments based on your service tier and plan according to your sending frequency and the size of your email database. You can find your subscription information by navigating to: My Everest>Account Settings>Subscription.
- List hygiene terminology
- Common list hygiene challenges
- How List Validation fits into your process
- Important list hygiene metrics and where to find them
- How to use Everest to improve list hygiene
- What to do next
- List hygiene: List hygiene is the process of cleaning your email address files to ensure the removal of invalid, unsubscribed, and inactive addresses as well as subscribers reporting your messages as spam.
- Bounce rate: The percentage of emails bounced back to you by the mailbox provider. Email bounced back to you is often due to an invalid email address or temporary technical issue.
- Delivered rate: The percentage of email the mailbox provider accepted for delivery. An email accepted for delivery does not mean it reached the inbox.
- Open rate: The percentage of email opened by your subscribers.
- Click rate: The percentage of subscribers that clicked on a link or call-to-action.
- Valid %: The percentage of email addresses associated with a valid account.
- Invalid %: The percentage of email addresses that may have an incorrect format, invalid domain, or does not exist.
- Risky %: The percentage of email addresses that may be disposable, a role address, or belong to a domain that accepts all emails and can’t be validated.
Many senders are unaware of the negative impact that sending email to invalid email addresses has on their email program. Common sender challenges with list hygiene issues are:
- We have a high number of email addresses that show up as “bounced” or “not delivered” in our ESP reports.
- We frequently send to email addresses that have been in our database for a long time and have not recently engaged with our email campaigns.
- We purchase some of our email addresses and are unsure if the email addresses are valid.
- We spend a lot of money acquiring new email addresses with poor or mixed results.
By using Everest’s List Validation, senders see improved results with:
- Fewer bounced emails
- Improved delivered rates
- Increased Open rates
- Increased Click rates
Please read Best practices for list hygiene for additional list hygiene tips.
A traditional email marketing process consists of three phases: Pre-Send, In-Flight, and Monitoring. Using List Validation to identify valid email addresses during the pre-send phase is an important part of your list hygiene strategy.
- Inform your email campaign strategy with Everest’s Competitive Intelligence
- Plan campaign
- Select target subscriber list
- Design campaign
- Validate subscriber list using Everest’s List Validation
- Test campaign design using Everest’s Design & Content
- Send campaign to subscribers and the Everest seed list
- View your campaign’s inbox placement, spam, and missing results
- Monitor performance using Everest’s Engagement, your ESP, or internal sending platform.
- Monitor sending reputation metrics using Everest’s Monitoring to understand the impact to your deliverability.
- Monitor DMARC compliance to identify unauthorized use of your domain and brand using Everest’s Infrastructure feature.
List Validation metrics are displayed after your list is validated in the Pre-send: List Validation section:
- Valid %: It is safe to send email to these addresses.
- Invalid %: It is not safe to send to these email addresses. Add them to your suppression list.
- Risky %: Use caution when sending to these email addresses. Email addresses in this category often have poor results when compared to email sent to valid email addresses.
Read the How to use Everest to improve list hygiene section below for detailed List Validation instructions.
List hygiene engagement data is visible in the Monitoring>Engagement section when using the Everest engagement pixel and integrating Everest with your ESP. To get started, use the data provided by your ESP or internal sending platform.
Available from your ESP or internal sending platform:
- Bounce rate
- Delivered Rate
- Open rate
- Click rate
Remember to check your List Validation subscription allotment prior to validating your list! Depending on your list file size, sending frequency, and subscription allotment, you may want to validate:
- The target subscriber list prior to sending each campaign. The target subscriber list is usually a segment of your entire subscriber list based on your campaign’s objectives.
- Your entire subscriber list once, then validate new subscribers and email addresses that have not engaged with your email within the last 90 days – validate weekly, monthly or quarterly.
- Only new subscribers and email addresses that have not engaged with your email within the last 90 days - validate prior to each campaign, weekly, monthly or quarterly.
Each sender’s situation is different, so use Everest’s List Validation that works best for your business within your service tier. Get started by focusing on your next campaign or test 10 email addresses to learn how it works. The steps to validate your list are the same if you validate your entire list or segments of your list.
Validate your target subscriber list using List Validation
Metrics supported in this section:
- Valid %
- Invalid %
- Risky %
For your next campaign, identify your target subscriber list and any new email addresses and any email address that has not engaged with your email within the last 90 days. Subscribers that recently engaged with your email are valid and do not need to be validated.
1. Identify the target subscriber list
2. Create a .CSV or .TXT file of your target subscriber list with one email address per line
3. Login to Everest
4. Navigate to Pre-Send and click List Validation
5. Click Validate New List
6. Enter a list description. A good description is a target segment name (e.g. Newsletter subscribers, Recent purchasers) or the campaign name and date (e.g. Black Friday Nov 26 2021). Use a description meaningful to your business.
7. Upload your .CSV or .TXT file by clicking Choose File. You may also paste your list into Everest by clicking the Paste List tab.
8. Click Save List to start the validation process.
9. On the My Lists tab, click View Details when the validation is complete.
10. Download the Valid addresses. This is your target subscriber list for your next campaign.
- Email campaigns sent to valid email addresses are more likely to reach the inbox and get positive engagement results.
11. Download the Invalid addresses and add them to your suppression list.
12. (Optional) Download Risky addresses for your target subscriber list
- Use caution when sending to Risky addresses.
- Check the Risky addresses’ engagement metrics. A Risky address that recently opened an email may be safe to include in your next campaign.
- Each sender’s situation is different when it comes to sending to Risky addresses. Make sure you are comfortable sending to these addresses and monitor their performance closely.
- Consider adding Risky addresses to your suppression list if they have not engaged with your email campaigns within the last 90 days.
Incorporate Everest’s List Validation into your email marketing process to improve list hygiene. Continue reading our other Everest playbooks to help take your email marketing program to the next level.