<p>The client’s travel website receives 10+ million unique visitors in a month, 100+ million pageviews, and many new users who create an account every day. The new users often misspell their email IDs while creating an account on the website. Although the website has multiple standard checks to ensure that only valid email IDs are entered, it was still registering invalid email IDs in the system.</p> <p>The client was facing operational challenges since they were unable to send timely communication to the intended email address. Many customers were not receiving their booking confirmation emails and were reaching out to the client’s customer care number. To address those customer queries, more customer care executives had to be hired, which resulted in increased operational expense.</p> <p>Also, the client was unable to share timely updates on itinerary changes from its business partners (bus services, airlines, hotels, etc.) to its customers, which was resulting in a bad user experience. They were also facing a challenge in storing and using invalid email IDs, which made the marketing campaigns ineffective, resulting in a budget waste.</p>