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.
