Best Practice: Point of Capture Email Verification

Performing email verification at the point-of-capture is an effective and proactive way to ensure the information you are collecting online is accurate, before it enters your database. It’s quickly becoming a best practice, very easy to integrate and very affordable. This translates into more opportunities to convert users into paying customers. It also has other benefits. For example, in the travel industry, rewards programs are essential. Verifying email addresses at the point-of-capture will ensure your reward details reach your customer while reducing unnecessary live calls into call centers asking, “where’s my reservation?”.

Point-of-capture verification alleviates poor email data by attacking the problem at the source – where an email address is entered.

Examples of point-of-capture opportunities include registration forms, reservation forms, or anywhere an email is captured, even in-store at the POS for delivering receipts.

Real-time email verification can be a huge benefit to any business collecting emails online. By integrating a point-of-capture API into your CRM, POS, custom web form, message boards, sign-up forms or other opt-in mechanisms, you can weed out bad emails from entering your database in the first place.

Benefits of Real-Time Email Verification
• Stop bad data from entering your database
• Reduce live calls into call centers
• Reduce costs of sending to invalid email addresses
• Help qualify leads & segment customer emails
• Prevent high bounce rates

A quality API will catch user typos, syntax errors and ensure that every email you collect is valid.

So how does an API work? Basically, by integrating a point-of-capture API into your web form or application it will generate a request which will then return information about the quality and deliverability of the email address. This information can be used to dictate actions to be taken when handling the email.

Using this information, you can program logic into your web form or application to create scenarios like the following:
• If an email result is Deliverable, allow this to enter the database;
• If an email result is Undeliverable, do not allow this to enter the database
• If an email result is Unknown, save this email and try to verify again in two hours.

There are countless ways and opportunities to integrate an API into your existing application. Using this quick, powerful tool can help you reduce the cost of list maintenance while improving the ROI of your email marketing campaigns.

Jack Wrigley
VP, Business Development
Member of eec Advocacy Subcommittee