Who Really Wins With Sender Address Verification Requests? You Do.
July 18, 2017 7:40:50 AM | By Matt Benati
With spam email messages now accounting for more than half of all emails (56.87%), it’s no surprise people are fed up. Despite the Federal Trade Commission’s CAN-SPAM Act that protects consumers against unwanted emails and carries hefty fines for offenders, spam continues to get through. While major email providers have built-in spam filters, consumers and businesses alike have additional options for further blocking spam. In combination with sophisticated corporate spam filters, many organizations are choosing to add Sender Address Verification (SAV) technology as an extra layer of protection against unwanted emails.
Here’s what you need to know about SAV to ensure your emails reach their intended recipients, and how the tedious task of responding to SAV auto-responses actually benefits YOU in the end
What Is Sender Address Verification?
The first part of sender verification is the technology that validates the sender’s email address. Since spam usually comes from a forged email address or machine-generated program, ensuring the system can effectively reach the sender is the first step in confirming it’s a real and deliverable address. It’s important to note that this has to do with your email server authentication, and that proper configuration is necessary for SAV to validate your email. The technology is extremely effective at blocking spam, but unfortunately sometimes results in legitimate emails being blocked when servers are not configured correctly.
Once the address is validated, a verification email is sent to first-time senders requiring they further verify their identify by clicking a link (proving they are a real person and not a robot!). Only then will their original email be delivered to the recipient’s inbox.
Why Does Sender Verification Matter?
While the process of monitoring replies and manually responding to sender verification requests may feel like an onerous task, organizations that stay on top of it enjoy several benefits:
Higher deliverability rates – Deliverability is a hidden issue that’s affected by many factors. If you’ve taken the time to correctly configure your email server, identify the best timing and frequency of your campaigns, and monitor your analytics and engagement to reduce graymail penalties — then clicking a verification link is a piece of cake. Do it promptly and consistently to maintain high deliverability rates.
Good sender reputation – Like deliverability, many factors influence your sender reputation. Being a considerate sender and sending personalized messages with relevant content at a rate that doesn’t annoy your recipients is a great start! Likewise, paying attention to who opens, reads, and engages with your emails is important for avoiding graymail and getting blocked from an entire corporate server. With sender verification requests, acting promptly on them shows your genuine intent and respect for your recipients.
Increased visibility – Once you’ve verified your identity, you’re in. For Account Based B2Bs that need to expand their reach within key accounts, sending emails to current leads is one of your best sources for prospecting sales-ready leads (more on this in next week’s post!). Continue sending the type of content your leads are responding to, and monitor your reply emails for Account Based Intelligence (ABI). Out Of Office, Left The Company, and other reply emails will contain contact information and even net new referral contacts that increases your visibility within accounts.
How To Handle A Sender Address Verification Request
A sender verification request has simple instructions that require you to manually click a link to confirm you’re a real person. After that, your job is done and your email gets delivered.
But there’s a catch. Sender verification requests have an expiration to them and need to be handled in timely manner. If you miss the email prompt with the verification instructions, your message will never make it to your recipient’s inbox, and you miss an engagement opportunity. Even worse, future emails to other contacts within this company will also be quarantined. So missing one SAV could derail your efforts to penetrate that account.
Mining Email Replies = No Missed Opportunities
Using a reply email mining service like LeadGnome ensures a Sender Verification Request never slips through the cracks. While mining your replies, a SAV request is automatically flagged and labeled so you can take action on it immediately.
What’s more, if you use LeadGnome data to create workflows in your marketing automation system, you can set up a program that will automatically notify the lead owner or administrative person who is responsible for responding to SAVs, moving the process along even quicker.
With more and more organizations using SAV to block spam, this benefit alone makes using a reply email mining service worth the investment. But when you mine reply emails, you are also alerted to other important opportunities and sales trigger events like when a lead leaves the company and you have a new contact, or when your end-user is promoted and is now your buyer.
Interested in seeing how LeadGnome can help you manage sender address verification requests, improve deliverability, increase your visibility within accounts, and identify new sales opportunities? Download our free eBook: Transformative B2B Demand Generation.