List Building Tips: How To Get Valid Email Addresses
When building your email list, you want to ensure you’re growing a robust list with email addresses that get your messages in front of your customers or prospects. But sometimes the emails you collect through your online sign up form aren’t valid, functioning email addresses.
This could be because subscribers are mistyping their email address (oops typos!). Is it a good idea to ask them to enter their email address twice to prevent typos?
Two email fields isn’t a good idea
There are a few reasons why having subscribers enter their email twice isn’t a good idea:
Typically, for any sign up form, about 5-20 percent of the submissions are invalid. However, this isn’t always because people mistype their address — it also includes intentionally bogus data (people trying to get to your thank you page without entering their address) and maliciously entered data (i.e., bots). Asking people to enter their address twice serves, at best, a small minority of your visitors.
Not everyone will be willing to take the time needed to enter their email address twice. By asking them to do so, you cut off a portion of your potential subscriber base.
Of the people who do fill out their address twice, many will simply copy-and-paste whatever they entered in the first email box into the second one. So while the entries will match, they may both be wrong. Similarly, there’s no way to know, even if both entries match, that the address actually belongs to the person filling out your form.
How do I make sure I’m getting a valid email address?
The best way to do this is to use confirmed opt-in (COI) to have subscribers validate their addresses after they sign up.
In addition to being one of the email deliverability tips that we recommend to all businesses, confirmed opt-in has the advantage of making sure that the email addresses subscribers provide you are indeed valid ways to reach them.
Do you take these measures to minimize lost subscribers? Do you do something else?
Share your thoughts and ideas for healthy list building below!
Use email marketing to develop deeper relationships with subscribers (using their valid email addresses) and grow your business with the free guide.