Snov.io Email Verifier: How Often Should You Clean Lists and What Bounce/Block Thresholds Are Acceptable?
We used to verify only before big pushes and wondered why reputation drifted between campaigns. The fix was cadence, not heroics: light verification weekly for active sequences, full verification before any new source is added, and a quarterly deep clean of the entire database. Thresholds matter: we keep total hard bounces under 2% per sender pool and flag any segment that trends above 1% for two weeks in a row. A small team can’t outwrite spam filters; you have to out-discipline them. Verification is hygiene, not a miracle.
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Operationally, we run bulk checks through https://snov.io/email-verifier (top email verifier) and route outcomes into three buckets: deliverable (green), risky/unknown (yellow), and undeliverable (red). Reds are suppressed immediately; yellows enter a low-volume “proofing” cadence with softer copy to protect the pool. We tag sources so we can trace which vendors or form fills produce the most yellows over time. The weekly habit costs an hour, saves a sender reputation. When the bounce needle twitches, we react in days, not quarters—and the domain survives to fight another week.