What should I do with invalid emails?

[Anonymous]

Can someone please tell me what the best practice is for dealing with invalid emails?

Should they be left forever in a database, for the sake of their history, or should they be purged permanently?

[Grégoire_Miche2 · Accepted solution]

Hi Joy,

You should post this to the product section, instead of Marketing Central. Far more people would read it and could help you

The answers depends on 2 factors at min:

• How far are you advanced in the relationship. You will not deal with a client as you would with an early prospects or even with a Marketo only lead with also dummy names and contact data.
• The reason for which the email is invalid. If it's a hard bounce, meaning the address does not exist, you may want to delete it if it's an early prospects, but try to fix it or find a replacement contact if it's a client and the person has left the company. But if it's a soft bounce, you may want to put it to rest (marketing suspended = true) for a while an try again after a few weeks.

-Greg