Automating email deliverability checks in your CRM can save time and enhance your outreach efforts. By integrating tools like Lusha and validation APIs, you can efficiently filter out invalid emails, maintain clean metrics, and protect your domain’s reputation. The process starts with enriching new leads, followed by a deliverability check, and then applying routing logic based on the results. Notifications alert teams about undeliverable emails, and performance is tracked for ongoing optimization. Streamlining this workflow not only boosts productivity but also ensures your sales efforts are focused on high-quality leads.
When leads flow into your CRM, you don’t have time to manually validate every email. By automating deliverability checks, you:
- Filter out invalid emails before SDRs waste touches
- Keep attribution and funnel metrics clean
- Protect domain reputation by reducing bounces
Automation ensures this process happens silently in the background — every time a new lead appears.
The deliverability check workflow
Trigger: New lead enters your CRM (Salesforce, HubSpot, Zoho, or Pipedrive).
Step 1: Enrich with Lusha
- Call Lusha API (or use the native CRM integration).
- Add verified phone, email, and company info.
- Pass the email into a “deliverability check” branch.
Step 2: Deliverability check
- Connect to a validation API (e.g., NeverBounce, ZeroBounce) or use a native n8n/Zapier validation step.
- Return a confidence result: deliverable, risky, undeliverable.
Step 3: Routing logic
- If deliverable → Sync to CRM with full enrichment and update lead score.
- If risky → Flag for SDR review (add task, Slack/Teams notification).
- If undeliverable → Suppress record, exclude from attribution, log to “invalid contacts” sheet.
Step 4: Notify
- Send Slack/Teams alert for undeliverables with reason code (e.g., domain doesn’t exist).
- For high-value leads flagged risky, tag RevOps or SDR manager for manual check.
Step 5: Reporting layer
- Append results to a Google Sheet or warehouse (Snowflake, BigQuery).
- Track bounce prevention, suppression volume, and enrichment-to-deliverability pass rate.
Example automation in Zapier
- Trigger: New lead in HubSpot
- Action 1: Enrich with Lusha API
- Action 2: Validate email with NeverBounce
- Filter 1: If result = deliverable → Create/Update contact in HubSpot
- Filter 2: If result = undeliverable → Create row in “Invalid Leads” Google Sheet
- Action 3: Slack notification to #revops-leads with contact + status
Example automation in n8n
- Trigger: Salesforce new record webhook
- Node 1: HTTP request to Lusha API
- Node 2: Email validation node
- Node 3: IF condition → deliverable vs undeliverable
- Node 4a: Update Salesforce with enriched contact (deliverable)
- Node 4b: Send Slack + log to Google Sheets (undeliverable)
Best practices
- Set thresholds: Suppress only “undeliverable.” Route “risky” for human review.
- Measure impact: Track how many invalid leads are caught before outbound.
- Close the loop: Share deliverability results with marketing to refine targeting.
FAQs
Lusha provides highly accurate, verified emails. Deliverability checks add another layer, ensuring the mailbox is live and reachable at that moment. Together, they maximize accuracy.
No, most APIs return results in under a second. Your reps still get qualified leads in real time.
Yes, batch validation is common for event lists or legacy CRM clean-ups. Lusha enriches, then deliverability services validate thousands of emails in minutes.
Don’t delete them. Route risky leads for manual SDR or RevOps review instead of suppressing.
No, inbound forms, webinar leads, and event lists benefit just as much. Validation ensures all pipeline data starts clean.
