Email lists decay by about 22.5% per year on average, and B2B emails decay even faster. That’s because the average person spends about four years at a job, but when they leave, they don’t only leave their position — they leave behind their email address.
With an average B2B list decays of about 3% per month, or up to 36% per year, B2B email validation is key to successful B2B email campaigns and deliverability.
How Does B2B Email Verification Work?
B2B Email Verification works the same way as B2C Email Verification, but because B2B email servers are set up differently, this changes the process a bit.
This is thanks to catch-all email servers: servers set up to receive all the emails sent to a domain. Imagine you own a business, SuperStore, and you want to ensure all emails sent to the company are received by the right person, even if a user emails email@example.com instead of firstname.lastname@example.org (oops!). Never fear: your catch-all server will receive the email, even if the misspelled address is not registered with your domain.
These catch-all servers lessen the stress on a business email server and prevent unsolicited emails, but only 40% of B2B servers are catch-all. This means it’s more difficult for marketers to know if their email is reaching the inbox for their B2B email campaign, especially if the email address is non-existent.
When emails hit non-existent addresses, the catch-all server performs one of two actions: it route the email to a bulk or junk folder, or, it bounces right away (synchronously) or at a later time (asynchronously). Remember: just because your email didn’t bounce, doesn’t mean it was delivered. Bounce rates are no longer a good deliverability metric; B2B Email Validation helps identify poor list data to help marketers better measure email campaign deliverability.
How Effective Is B2B Email Validation?
We’ll admit it: B2B Email Validation isn’t as straightforward as B2C validation. However, it is still a vital tool in B2B data hygiene.
For the 60% of B2B email servers that are not catch-all domains, your results will definitively show whether an email address is deliverable or undeliverable. Simple
For the remaining 40% of B2B emails, this gets a bit muddy. When Email Validation communicates with a catch-all server, the server responds with a “250ok,” telling us that it is receiving emails. However, these results aren’t definitive because catch-all servers will receive all emails, even if the address does not exist. These will be identified as “catch-all” in email verification results
Why Should I Use B2B Email Validation?
In the end, if results are inconclusive, is B2B Email Verification even worth it? In our opinion, email validation is vital for all marketers. Again, bounce rate isn’t the most dependable deliverability metric, but it can be an indicator you need to invest in B2B email validation. Other signs you should try a B2B email validation solution include high bounce rate, low open rate, poor engagement + click-throughs, or if you are mailing to an old list for the first time.
It’s all in the numbers: 60% of your results will be definitive, but the other 40% will be marked as catch-all domains. Now that you know which of your emails are at catch-all domains, you can use other hygiene mechanisms, such as suppressing unengaged recipients. Plus, if you know an email was collected within the last two months, it is likely it is an active account, even if it is at a catch-all domain.
Ready to get started with B2B Email Validation? Try a free list assessment today!