Corporate emails are valuable, but special care is needed when selecting your records.
EMAIL VALIDATION – A validação de e-mails é uma prática que, aos poucos, vem sendo adotada por todo o mercado, para evitar problemas de entregabilidade e bloqueios de provedores e plataformas de envio de e-mail marketing.
In addition, checking email addresses helps increase ROI and reduce Cost per Lead, as well as optimize sales funnel time.
However, a common belief is that bases checking and cleaning is something that is only needed to do once and no further validation is necessary.
Corporate emails are changed and replaced at all times. A Return Path survey indicates that in the United States, about 17% of Americans change emails every 6 months. This means that many accounts are abandoned and/or disabled in this period, raising your hard bounces index in your email bases.
So to be absolutely certain that emails on a base are always valid, you need to::
- communicate with the emails of the base, after the first validation, frequently, to avoid suprises in the future and keep the database always active and updated;
- re-validate clusters of emails that have been left unused for more than 3 months;
Corporate emails have different usage and care than personal emails. For that reason we wrote this article, where we explain:
- What is a corporate email
- Differences in the purpose of using this email
- Differences in access times
- Why corporate email validation is more sensitive
- Redirect emails and scraped adresses
What is a corporate email?
Corporate email is the email address used in the work environment, usually with its own domain (@yourcompany), through a large provider (hosting sites or even large email services such as Gmail or Microsoft) or with its own Datacenter infrastructure.
It is important to remember that these email addresses may have different rules for receiving emails and have a different lifecycle than free emails such as Yahoo, Gmail, Outlook.com, etc
The life cycle of a corporate email is directly related to the length of time an employee stays at the company.
Differences in the purpose of using this email
We know that virtually all recipients have more than one email account. Typically, a primary (of more frequent use) and a secondary one (older, to receive other types of emails or even abandoned by receiving excessive spam).
Primary email accounts account for an average of 83% on openings, versus only 16% in secondary email accounts.
The DMA consumer email tracking report signals that consumers are more likely to register their primary e-mail with brands they trust. An advantage when thinking about your content for client communication and a reminder to always take care of the quality of the emails you capture with your digital baits.
Obviously, both types of email accounts (primary and corporate staff) have different purposes. The personal account receives more transactional and promotional emails. The corporate, more email related directly to the business where he/she is involved. You, as a digital marketing manager, need to know and respect these differences and use them to your strategies favor.
Differences in access times
It is also important to understand that each type of email recipient has a specific interaction times and also a specific number of daily checks.
Corporate emails are often checked several times throughout the day, as well as through devices such as smartphones and notebooks.
According to Hubstpot, business hours have the highest number of email readings, which reinforces the importance of corporate email databases – and their quality.
Why corporate email validation is more sensitive?
The reason is simple: Brazil has more than double the world average of turnover in companies, according to research data from Robert Half. That is, if we need to be careful about email account changes and dropouts, attention to corporate email should be doubled. In other words, we change a lot of employment – and emails.
Therefore, it is important to always verify corporate emails, with a frequency of verification superior to those adopted from free domain emails, since the incidence of bounces in emails of this type is higher.
Care of the registration form
It is always good to remember that corporate emails have domains that eventually are written in other languages or have false cognates.
Phone registrations may suffer from noises and miscommunications, which result in an interchange or absence of letters, which can invalidate a record.
The typing of forms also needs to be validated, since errors that invalidate email addresses in these cases are the result of misunderstandings that the lead doesn’t identify (the exchange or omission of a letter, for example.
Checking the validity of email addresses directly on registration forms and service front ends reduces bounces rates (invalid emails).
Redirect emails and scraped adresses
The corporate email can be personal or sectorized, that is, it may belong to the employee or the position occupied by the employee. If an email is, for example, “fernanda@yourcompany”, it is a personal email. We know who Fernanda is, her position or function, etc. On the other hand, if an email is “hr@yourcompany”, we only know that it is the email used by a professional responsible for human resources, or worse: only a redirector for the staff of the human resources professionals .
The disadvantage of sectorized emails is that when the position is turnover (when one employee is replaced by another), the email account remains the same, but now, with a user with different relationships, behaviors and preferences from those of the previous user. Any previously submitted email marketing requests become invalid and the possibility of spam reporting gets larger.
Redirect emails are even worse: they distribute your content to multiple employees in your email accounts. The same email for many professionals is impersonal and, in many cases, inconvenient.
E-mail addresses with names like contact, adm, financial, sales, webmaster, commercial (just to name a few) are usually categorized as scraped (to know what scraped lists are, read our post).
It is not recommended to send email marketing to addresses of emails that are categorized as scraped, due to problems such as redirection and email impersonality, as mentioned above.
Corporate emails are a great communication and conversion opportunity for your business. But, as you have seen, it requires special care in maintaining it within the registers of your business. Always keep an eye on and validate and check your email addresses frequently.