We verify every inbox before you ever send to it. That is where 99.7% comes from.
Every address on every list is checked with its receiving mail server long before a campaign is built — at the mailbox, not the syntax. Dead mailboxes, dead domains and addresses that have complained anywhere on the platform never enter a campaign, and every removal carries a reason you can repeat to a client. It is the least glamorous piece of the technology and the one the delivery rate depends on most.
A syntax check tells you an address is spelled correctly. It does not tell you anyone lives there.
Most “list cleaning” checks that an address looks like an address and that its domain exists. That catches typos. It misses the far more common case: an address that was real in 2019 and has been dead since the person changed jobs. Those addresses look perfect and bounce hard — and hard bounces are the signal receivers punish most, because they are what a bought list looks like.
The only way to know whether a mailbox exists is to ask the server that hosts it. That is what SendTo does, for every address, before it can be included in a campaign. The server’s answer becomes the verification result: safe to send, or removed with a reason.
And the reason matters. “Mailbox does not exist” and “domain has no mail server” are different stories. An address suppressed because it bounced somewhere else on the platform is different again. A client who asks why their list shrank deserves an answer, not a number — so every removal carries one.
What was removed, and why
Every list has a Clean tab, and on it is the breakdown: how many addresses were removed, and for each reason, how many and what it means. The reasons are written for the client — “the receiving mail server confirmed there is no such address” is something an account manager can say on a call. The addresses themselves stay on the list, marked as removed. A client who imported fifty thousand can always see fifty thousand.
- Plain-language reason on every removal
- Counts and shares per reason
- Removed addresses kept as a record
Verified before it can be sent to
Verification is a gate, never a chore you run when you remember. A campaign’s audience is built from verified addresses with suppressions already removed, and the reachable count you see before launch is that number. Bounces are prevented, not measured.
- Campaign audiences built from verified addresses only
- Reachable count shown before launch
- Hard bounces prevented, not counted
Held, never guessed
Some servers give ambiguous answers — they accept everything, or defer, or are briefly unreachable. Those addresses are held for a deeper check rather than marked safe on hope or dead on suspicion. They show as their own category, because they are.
- Ambiguous responses held
- Their own category on the Clean tab
- Re-checked rather than risked
Clean lists are the cheapest deliverability there is — and the best conversation you will have with a client.
Domains that keep their reputation
Every hard bounce that never happens is reputation the client keeps. Verification pays for itself on the first campaign.
An answer instead of a shrug
“Your list went from 52,000 to 47,900 — here is exactly why” builds trust. “The system cleaned it” ends retainers.
Numbers that mean something
Open and click rates on a verified list are rates on real people. Reports built on them can be compared campaign to campaign.
A client once asked me to prove we had not deleted their data. I opened the Clean tab and read the reasons out. That was the whole conversation.
Questions
Does verification delete addresses?
No. Removed addresses stay on the list, marked with their reason, and are excluded from sending. The count a client imported is always visible.
What are the removal reasons?
Mailbox does not exist; domain has no mail server; previously bounced or complained (suppressed platform-wide); held for a deeper check. Anything the platform cannot confidently name is grouped as “failed verification” rather than guessed at.
Can I re-verify a list?
Yes. Lists can be verified again as they age, and the Clean tab reflects the latest state.
Does this replace a separate verification vendor?
Yes. Verification is built into every list, runs before every campaign audience is built, and is billed in the same Usage Credits as everything else.
Import a list. Know exactly what you can send to.
Every inbox verified before the first campaign, with reasons written for the client.
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