Twilio SendGrid Announces Real-time Email Validation

Twilio SendGrid announces a real-time, one-at-a-time email address validation service that leverages machine learning, maintains white-hat practices, and provides the level of detail necessary to understand and trust whoever you want to communicate with.

As summer winds down we all begin to focus on the highest email sending season. The time has come to address your bounce rate as it inches close to or above 5%, because you know mailbox providers are taking notice. Without a stellar reputation with mailbox providers and fully optimized inbox placement, you are unlikely to meet Q4 email conversion goals or reach those end-of-year usage and engagement expectations. Lucky for you, Twilio SendGrid’sOpens a new window Email Validation API launched in beta at Twilio Signal and is now publicly available with generous monthly allotments for Pro and Premier Email API plans. We’re here to help you integrate efficiently, harness the email address validation data to customize for your business, and ultimately optimize your sending reputation with plenty of time left over for your own Cyber Monday shopping.

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Integrate Efficiently

Twilio’s Opens a new window Email Validation API is flexible so that you can integrate it to surface possible typos to submitters in a form or collect validation data after form submission. Developers integrate Twilio SendGrid Email Validation API in hours instead of days. The comprehensive documentation includes step-by-step integration recommendations, detailed validity response definitions, and tips for how to ramp up email validation for the first time. 

Harness the Data

If you’ve used an email address validation or verification service in the past, you’re likely familiar with the dreaded “unknown” response category. Twilio’s  Email Validation API provides you full transparency by returning a rich variety of information for each email address. Since Twilio SendGrid sends over 50 billion emails each month, we have a massive dataset from which we can train our machine learning model in order to better inform your email address validation. These validation details can be used in a customized fashion programmatically or from the SendGrid dashboard to inform the best sending decisions for your business. 

• For example, if you’ve been recently blacklisted, you may choose to programmatically suppress all email validation results below a higher delivery confidence score threshold like 80%. In contrast, 
• If your sending reputation is closer to average and you’re only hoping to tweak your bounce rate slightly, maybe you lower the score threshold for your business to closer to 50%. Based on your average reputation you decide to suppress disposable email addresses, but want to continue sending to suspected role addresses while monitoring validations within the Email Validation API dashboard.
   

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Optimize your Sending Reputation

Mailbox providers like Gmail, Microsoft Outlook, AOL, Yahoo, Apple, and Comcast hold the keys to your recipient inboxes. We do not know all of the secrets behind their complex inboxing algorithms, but we do know that hard bounces caused by attempting to send to too many invalid email addresses are a negative indicator. Hard bounces signal poor email collection and list hygiene practices. These negative indicators come into play when a mailbox provider is determining whether or not to place a sender’s mail in their recipients’ inboxes or spam folders. By removing invalid email addresses from your sending and decreasing your overall bounce rate, you can signal to mailbox providers that you uphold best practices in email collection and list hygiene.