Data Decay
B2B data decays at a rate of ~25% per year. People change jobs, companies go bust, and emails change. If you buy a list from 2023 and send to it in 2026, you might get a 20% Bounce Rate.
Result: Google sees you emailing dead addresses → Google thinks you are a spammer → You go to the Junk folder.
The < 3% Rule
You must keep your Bounce Rate under 3%.
Safe: 0-2%
Warning: 2-5%
Critical: >5%
The Hygiene Workflow
Always Enrich/Verify: Never upload a raw CSV and just "send." Use SendScale's built-in verification or a tool like MillionVerifier/NeverBounce before importing.
Filter "Unknown": In your campaign leads tab, filter for "Unknown" (Grey) emails.
Conservative Strategy: Delete them. Only send to "Valid" (Green).
Aggressive Strategy: Send to them using a separate "Burner Domain" that you don't care about losing.
Remove Bounces: SendScale automatically suppresses hard bounces, but you should also remove them from your CRM so you don't re-import them later.