Deliverability checks are essential for more than just reducing bounces; they play a crucial role in scoring lead quality before they impact attribution models. For RevOps teams, ensuring that only reachable contacts enter the CRM is vital to maintain accurate metrics like MQLs and conversion rates. By integrating deliverability checks early in the lead process, invalid contacts can be filtered out, providing a clear view of campaign effectiveness and enhancing forecasting accuracy. This proactive approach not only boosts resource efficiency but also builds leadership trust by ensuring that data reflects reality, free from inflated or unreachable records.
Most teams think of deliverability checks as a way to reduce bounces. That’s true, but advanced RevOps teams know it’s also about scoring lead quality before it enters attribution models.
When marketing campaigns generate leads, every record that makes it into the CRM affects funnel metrics: MQLs, SALs, conversion rates, pipeline attribution. If bad emails slip through, you’re inflating lead volume with unreachable contacts. That skews reporting, weakens forecasting, and misleads leadership about campaign ROI.
By running deliverability checks early, RevOps ensures that only contacts who can actually be reached are counted in funnel math. That turns deliverability from a back-office hygiene play into a front-line revenue filter.
The advanced deliverability check workflow
Lead enters CRM (from form, import, or enrichment).
Primary enrichment adds verified job title, phone, email (e.g., with Lusha).
Deliverability check runs instantly:
If deliverable → auto-qualify as valid lead.
If undeliverable → suppress from CRM, log as invalid, exclude from attribution.
Lead scoring updates: Valid leads receive scoring points, undeliverables drop out before MQL stage.
Pipeline reports stay accurate: Only real, reachable contacts flow into campaigns and dashboards.
Why this is important for RevOps
- Data-driven attribution: Marketing doesn’t get credit for unreachable contacts.
- Forecast accuracy: AEs see real pipeline value, not inflated records.
- Resource efficiency: SDRs don’t waste touches on dead inboxes.
- Leadership trust: Metrics reflect reality, not padded with invalid data.
Hidden benefits of deliverability checks
- Compliance shield: Avoid triggering spam filters by sending to invalid domains.
- Dynamic suppression: Create rules that automatically stop enrichment spend on dead data sources.
- Campaign optimization: Run reporting on bounce patterns to improve targeting (e.g., certain industries/domains that churn faster).
FAQs
Because they confirm whether a contact can actually be reached. Leads that fail deliverability should not inflate marketing attribution or sales forecasts.
Yes. By filtering unreachable contacts before campaigns, you prevent budget waste on nurture flows, sequences, or paid ads targeted at invalid emails.
Lusha provides verified emails as the first step. Deliverability checks then confirm server-level validity. Combined, they deliver both data accuracy and channel reachability.
Bounce prevention is reactive, stopping bad sends. Lead quality validation is proactive, excluding bad records before they ever enter reports or outbound.
Yes. You can run checks on CSV uploads or event lists in batch, ensuring your SDRs only receive leads worth working.
- Reduction in bounce rate
- Percentage of leads suppressed pre-CRM
- Increase in MQL-to-SQL conversion rates
- Improved forecast accuracy across pipeline stages
