What are Email Cleansing and Email Verification Services?
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July 31, 2023
Data Processing, Tips and Tricks

Email cleansing and email verification are two processes used to improve the quality of email lists and ensure that the emails being sent reach the intended recipients successfully. While they are related, they serve slightly different purposes.
What is Email Cleansing Service?
Email cleansing, also known as email scrubbing or email hygiene, is the process of removing invalid, inactive, or non-responsive email addresses from an email list. These invalid email addresses can be due to various reasons, such as typos, outdated addresses, or abandoned accounts. Email cleansing helps in maintaining a clean and accurate email list, reducing bounce rates, and improving email deliverability. It ensures that the sender’s efforts and resources are not wasted on sending emails to addresses that do not exist or are no longer in use.
What is Email Verification Service?
Email verification is the process of confirming the validity and deliverability of email addresses on an email list. This process goes beyond email cleansing by not only removing invalid addresses but also verifying whether the valid addresses are capable of receiving emails. During email verification, the email addresses are checked against various factors like syntax, domain validity, and existence of the mailbox. It helps identify spam traps, catch-all domains, and other problematic email addresses that might negatively affect email deliverability or harm the sender’s reputation.
In summary, email cleansing focuses on removing invalid and inactive addresses from an email list, while email verification goes a step further to ensure the deliverability and legitimacy of the remaining email addresses. Both processes are essential for successful email marketing campaigns and maintaining a healthy sender reputation.
What is the process of email cleansing and email verification?
The process of email cleansing and email verification involves several steps to ensure the accuracy and deliverability of the email addresses in a list. Here’s an overview of the typical process for each:
Email Cleansing Process
Step 1: Data Collection
Gather the email list that needs to be cleansed. This list might include email addresses collected from various sources like website sign-ups, lead generation campaigns, or customer databases.
Step 2: Remove Duplicates
Identify and remove any duplicate email addresses from the list to avoid sending multiple emails to the same recipient.
Step 3: Syntax Check
Validate the email addresses for proper syntax. This step ensures that the email addresses have the correct format (e.g., user@example.com) and do not contain any typographical errors.
Step 4: Domain Validation
Check the validity of the domain names associated with each email address. Invalid or non-existent domain names are removed from the list.
Step 5: Role-Based Emails
Eliminate email addresses that are generic or role-based (e.g., info@example.com, support@example.com). These addresses are less likely to yield meaningful engagement.
Step 6: Disposable Email Addresses
Filter out temporary or disposable email addresses, as they are often used for short-term purposes and are not reliable for long-term communication.
Step 7: Inactive Email Addresses
Identify and remove email addresses that have shown no activity over an extended period.
Email Verification Process
Step 1: Syntax Check
As with email cleansing, validate the email addresses for proper syntax to ensure they are well-formed.
Step 2: Domain Verification
Verify the existence and validity of the domain names associated with each email address. This step ensures that the domains are active and capable of receiving emails.
Step 3: Mailbox Check
Send a test email to each email address to check if it is deliverable and capable of receiving messages. Some verification services use techniques like SMTP (Simple Mail Transfer Protocol) checks to determine if the mailbox exists.
Step 4: Spam Trap Detection
Identify and remove email addresses associated with known spam traps. Sending emails to spam traps can severely harm your sender reputation and deliverability.
Step 5: Catch-All Domain Handling
Detect and manage catch-all domains, which accept emails sent to any address at that domain. Verification services may use additional methods to check the validity of catch-all emails.
Step 6: SMTP Response Analysis
Analyze the responses from the recipient’s mail server to determine if the email is successfully delivered or if there are any errors.
Step 7: Final List
After going through the verification process, you will be left with a list of validated, deliverable, and high-quality email addresses.
Both email cleansing and email verification processes can be done manually, but they are often performed more efficiently and accurately using specialized software and third-party email verification services. These services have access to large databases and use various techniques to validate email addresses and ensure optimal deliverability.
Let us help you!
At Data Outsourcing India, we have highly experienced and skilled workforce that can handle any size of email cleansing and email verification project competently and accurately. Our vast experience allows us to cleanse, verify and validate large email databases timely with highest level of quality. We have been assisting email marketing companies across the globe for email research, email collection, email cleansing, email verification, etc. Get in touch today to request free trial and quote !
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