Propensity verifies email addresses using a third-party email validation tool to help ensure high deliverability and protect your sending reputation. Each email address is assigned a verification status, which is stored in the database along with the date of validation.
Email verification categories
Email addresses in Propensity are grouped into three verification categories:
Valid
Email addresses verified as deliverable and safe to send.
Emails classified as Valid are included when sending email campaigns.
Unknown
Email addresses that could not be definitively verified at the time of validation.
Emails with an Unknown status are not sent in email campaigns.
Important: Emails with an Unknown status are not sent in email campaigns, unless if they are government and catch-all addresses.
Invalid
Email addresses identified as undeliverable or unsafe to contact.
Emails classified as Invalid are excluded from sending.
When email validation happens
Email validation runs:
When audience data is initially enriched
During re-enrichment, if:
The contact does not have a validation status
The last validation date is more than 90 days old
Validation is not continuously automatic. Re-validation occurs during the enrichment process when the 90-day threshold is met.
Users can trigger re-validation by re-enriching the audience.
Where to view email verification status
You can view email verification status in:
The Leads tab of a campaign(find the Email Verification column)
For Email campaigns:
Go to Analytics
Select Channel Performance
Open the Email Play Results
Impact on campaign budget
Email validation status does not reduce campaign charges.
All contacts included in the campaign are counted for billing purposes, even if some contacts are excluded from sending due to their verification status.