How Invalid Email Addresses Sabotage Your Marketing Campaign

Afruz Fatulla-zada11.13.2025

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How Invalid Email Addresses Sabotage Your Marketing Campaign

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Find answers to common questions about email verification.

What's the difference between a hard bounce and a soft bounce?

A hard bounce is a permanent failure (e.g., "email does not exist"). You must remove this address immediately. A soft bounce is a temporary failure (e.g., "inbox full" or "server down"). It's okay to retry sending a few times, but if it keeps soft-bouncing, you should remove it.

Can an email be "valid" but still "bad" for my list?

Yes. This is a critical concept. A spam-trap@domain.com email is technically valid (it's designed to receive mail), but sending to it is toxic. Similarly, a role-based email like info@company.com is valid, but it rarely leads to engagement and can be a spam complaint risk.

How often should I clean my email list?

At a minimum, run your entire list through a validation service twice per year. If you have a high-volume list or gather emails from many sources (e.g., in-person events), validating once per quarter is safer. You should always validate a new list segment before sending your first campaign to it.

Is double opt-in (DOI) required by law?

It depends. GDPR and CASL imply it's the best method, as they require unambiguous, provable consent, which DOI provides. While not explicitly mandated everywhere, it is the universally accepted best practice for legal protection and list hygiene.

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How Invalid Email Addresses Sabotage Your Marketing Campaign

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