Ever noticed a sudden drop in your open and click rates? It’s a clear sign something’s off and your email list needs some serious attention. This can mean several things-
Inactive Subscribers: People who lost interest or don’t need your service anymore.
Invalid or Outdated Emails: Hard bounces due to abandoned or fake addresses.
Spam Issues: Poor list hygiene can lead to spam complaints, further reducing engagement.
How Often To Verify Email Lists - (Best Practices + Case Study)
Use dropping engagement as a trigger to verify immediately, regardless of your regular schedule. Ignoring it could harm your sender reputation and waste your deliverability efforts.
Our advice?
Try to re-engage with the inactive ones for the last time and bid farewell to the inactive ones before removing them permanently from your list.
How often should you verify a B2B email List?
B2B email lists are high-maintenance and they are worth it. Over 73% of professionals agree that email marketing is the most effective way to reach out to prospects.
But the professional world is always in motion- constantly switching jobs, changing roles, or updating contact details, so your list can become outdated faster than you think.
In fact, 22.5% of a B2B email list decays every year which is quite significant.
Here’s a quick look at how fast people quit their jobs-
How Often To Verify Email Lists - (Best Practices + Case Study)
Think of all the efforts and resources you might waste every year usage of this application sending email campaigns without verifying the list properly. So, here’s how often you should verify to keep your list in top shape:
For single opt-in lists:
Every 15 days for weekly or daily campaigns.
Before each campaign if they are 3 or more than 3 months apart.
For double opt-in lists:
Once a month for weekly or daily campaigns.
A check before each campaign for monthly and quarterly campaigns.
Why so frequent?
Role or Company Changes: Your target decision-maker might no longer be in the same position—or even at the same company.
Company Turnovers, Mergers, or Closures: Businesses evolve, merge, or cease operations, making contacts obsolete.
Temporary or Professional Email Churn: Work email addresses often have a short shelf life, leading to frequent changes.
If you neglect regular verification it impacts your deliverability. You risk sending emails to invalid addresses, harming your sender reputation, and—worst of all—landing in spam folders.