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Lead List Hygiene

Why "Verifying" your leads is the single most important technical step you can take to protect your deliverability.

Updated over 2 months ago

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

  1. 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.

  2. 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.

  1. Remove Bounces: SendScale automatically suppresses hard bounces, but you should also remove them from your CRM so you don't re-import them later.

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