Here are some suggestions for what to do with email address verification results.

If Mailchimp is your email service provider

Verification Status 'Ok'

'Ok' status email addresses are confirmed to be safe to send to with a confidence factor of more than 99%.

Action To Take

Upload these to Mailchimp for a successful campaign.


Verification Status 'Bad'

'Bad' status email addresses are confirmed to be dangerous to send to with a confidence factor of more than 99%.

Action To Take

Mailchimp will either detect bad email addresses when you upload them, (possibly triggering a warning about your data quality) or it will delete them after your campaign has been sent. If you try to send to bad email addresses Mailchimp may view your data as poor quality and this could impact the servers it uses to send your data, which may reduce the number of inboxes your emails qill reach in the future. Remove 'Bad' emails before uploading data to Mail Chimp.


Verification Status 'Unverifiable'

'Unknown' status emails are email addresses that cannot be verified using any email address verification technology.

Action To Take

'Unknown' status email addresses can ultimately be 'Ok' or 'Bad'. Unfortunately, there is no way of knowing without actually doing the email send.

What to do next depends on your perspective on risk and your ultimate objective with regards to your email campaign.

If your objective is to maximize conversions and you are happy to accept some risk (i.e. the risk of receiving warnings from Mail Chimp), go ahead and upload the 'Unknown' status emails. 'Unknown' status emails will either be blocked at the Omnivore stage (when Mailchimp screens your data) or picked up as hard bounces at the email send stage.

If, however, your objective is to send a 'safe' campaign with minimal risk of Omnivore or manual warnings from Mail Chimp, it is safest to eliminate the 'Unknown' status emails from your list prior to upload to Mail Chimp.


Sending Emails Via Your Own Send Service

Verification Status 'Ok'

'Ok' status email addresses are confirmed to be safe to send to with a confidence factor of more than 99%.

Action To Take

Upload with confidence.


Verification Status 'Bad'

'Bad' status email addresses are confirmed to be dangerous to send to with a confidence factor of more than 99%.

Action To Take

Remove 'Bad' emails manually from your email campaign before sending to avoid hard bounces and anti-spam blocks.


Verification Status 'Unverifiable'

'Unknown' status emails are email addresses that cannot be verified using any email address verification technology.

Action To Take

'Unknown' status email addresses can ultimately be 'Ok' or 'Bad'. Unfortunately, there is no way of knowing without actually doing the email send.

What to do next depends on your perspective on risk and your ultimate objective with regards to your email campaign.

If your objective is to maximize conversions and you are happy to accept some risk (i.e. the risk of receiving hard bounces and anti-spam blocks), go ahead and send to the 'Unknown' status emails but do it slowly (recommended rate of no more than one email per second). 'Unknown' status emails will either be delivered to the inbox or show up up as hard bounces in your return path inbox.

If, however, your objective is to send a 'safe' campaign with minimal risk of hard bounces or anti-spam blocks, it is safest to eliminate the 'Unknown' status emails from your list prior to sending the campaign.