What lead email verification is#
Lead verification confirms that a prospect's address exists and accepts mail before it enters a sequence, using syntax checks, MX lookups, SMTP probing, and catch-all detection. Enrichment adds firmographic and role data used for personalization.
Why it matters#
Bounce rate is the fastest way to burn an outbound domain. Unverified purchased lists routinely bounce 10 to 30 percent.
What HubSpot handles#
Most platforms, including HubSpot, generate the records or settings you need under a domain authentication or sending settings page, and expose bounce and complaint data in reports. Confirm the exact location in HubSpot's current documentation.
What you still own#
- Verify every address through an API before it enters a sequence.
- Segregate catch-all domains and send to them at lower volume.
- Refresh verification for any lead older than 90 days.
- Enrich with 3 to 5 data points that drive the opening line.
Common mistakes#
- Trusting a vendor's 'verified' label from months ago.
- Treating catch-all as valid.
Frequently asked questions#
What bounce rate is safe for cold email?
Under 2 percent. Above 5 percent, pause and re-verify the list before continuing.
Does HubSpot set up lead email verification automatically?
HubSpot provides the values and some checks, but publishing DNS, aligning domains, and monitoring results remain your responsibility.