From the Desk of Webbula CEO, Vince Cersosimo
Last month I used this platform to express my concerns regarding the evolution of our industry, specifically in regards to changes brought on by Oath and the lack of verification available to email addresses under their control. If you missed that post, you can catch up with it here. The TL;DR version is that Oath emails no longer respond to bounce checks and haven’t for months – and yet no one is owning up to it. Which only raises sincere concerns regarding data caching, or worse.
Webbula has worked hard over the past decade to establish a reputation around Truth in Data and exposing the hidden threats that lurk within email data. The email environment is constantly changing, adapting, and evolving – and so are the threats that marketers must face. This is an industry wide challenge, and one that affects a larger world dealing with data privacy issues, that needs to be met head on. In that spirit I called on my fellow industry leaders to stand up and admit to the problem and work together to solve it.
The only real public response came from Dan Stevens at Kickbox, who seems to echo my concerns in a recent blogpost, “Beyond speculating about infrastructural change, the verification industry needs greater focus on reputational risk.” We couldn’t agree more. Indeed, this is the very reason we created Multi-Method Email Hygiene almost a decade ago, to provide a solution that encompasses both verification for bounce threats and multiple hygiene processes to identify and categorize reputational threats. As well as those that focus on Deliverability, Fraud and Conversion threats. It is inherently a system that can adapt, change, and evolve ahead of the industry. As Dan himself admitted, “So is email verification dead? The verification practices of yesteryear are…”
So what are the verification practices of ‘yesteryear’? And how do they solve a problem such as the one presented by Oath shutting off verification to all AOL, Yahoo and Verizon emails? The truth of the matter is that simply checking for hard bounces and rare typo traps is no longer enough. The sheer sophistication of the threats the modern digital landscape offers is daunting and deserving of a much more layered and sophisticated approach. A Buyer’s Guide to the New World if you will. The kind of technology and sophisticated approach that Email Hygiene was specifically designed to provide. It is clear that the future belongs to multi-method hygiene.
The Relevancy Group recently completed research that exposes the significant difference between “yesteryear’ verification and modern multi-method hygiene – you can download and read the report for yourself. I highly recommend doing so, as it adds weight to the points I’ve tried to make in the above paragraphs.
This isn’t about old-school “good enough” solutions anymore. This is about a world in which transparency, truth, and privacy is increasingly paramount to everyone – not just those of us in one industry or another. To ignore those truths is borderline fraudulent. If your provider won’t tell you the truth then they are complicit in ignoring the truth – verification is indeed dead. Relying on magical thinking or “secret sauces” has never been enough of an answer. The future belongs to multi-method email hygiene as it is the only comprehensive, transparent, intelligent solution available that can stay ahead of the ever-increasingly complicated curve of threats that we all face.
We’ve known for almost a decade now that Multi-Method Email Hygiene was an industry best practice. It’s about time the rest of the industry caught up.