Trust is essential for effective outbound communication, as undeliverable emails can harm your domain reputation and waste valuable time. To tackle this, top RevOps teams implement a deliverability check workflow during data enrichment, ensuring only valid emails enter the CRM. This process includes verifying contacts, running deliverability tests, and applying logic to manage leads effectively. By automating these checks, RevOps can maintain clean data, which benefits sales, marketing, and SDRs by improving connect rates and preserving sender reputation. Adopting best practices like timely checks and monitoring trends can further enhance system reliability.
Every outbound motion depends on trust. If your emails bounce or land in spam, you don’t just lose pipeline, you damage your domain reputation, lower future deliverability, and waste SDR time. For RevOps leaders, this isn’t a sales problem, it’s a system health problem.
Most bad data enters through enrichment or list uploads. Even when an email looks valid, if the server can’t receive it, that address is a dead end. This is why top RevOps teams add a deliverability check workflow into their enrichment layer ensuring only verified, reachable emails ever hit your CRM or outbound sequences.
The deliverability check workflow
Here’s how a standard workflow looks in practice:
Lead enters CRM through form fill, list import, or enrichment.
Primary enrichment (e.g., with Lusha) provides verified contact details.
Deliverability check runs—via Lusha or a connected validation tool to test if the email server can actually receive messages.
Routing logic applies:
– High-confidence + deliverable = auto-sync to CRM + sequences.
– High-confidence but undeliverable = flag for review.
– Low-confidence + undeliverable = suppress and log.
Sync & notify: Enriched, deliverable records flow to sales engagement tools; undeliverables stay out of campaigns.
This workflow can be automated end-to-end using Zapier, n8n, or native CRM rules, giving RevOps complete control of the data that fuels outbound.
Benefits for GTM teams
- RevOps: Protects CRM hygiene and keeps outreach data reliable.
- Sales: Higher connect rates, fewer wasted dials, less frustration.
- Marketing: Reduced bounce rates preserve sender reputation and campaign ROI.
- SDRs: Spend time on reachable prospects instead of dead inboxes.
Best practices for deliverability checks
- Run deliverability checks as close as possible to the moment of outreach.
- Combine deliverability with confidence scores for a layered trust model.
- Set up suppression rules so bad data never clogs CRM reports.
- Monitor bounce rate trends monthly to validate the system is working.
FAQs
A deliverability check validates whether an email address can actually receive messages, preventing bounces and protecting your sending domain.
Confidence scores estimate reliability based on enrichment and data signals. Deliverability checks run live tests against email servers. Used together, they create a strong trust layer for outbound.
Yes. With tools like Lusha + Zapier or n8n, you can trigger checks automatically when new leads are added, before they enter sequences.
Not if built into the workflow. Most checks return results in seconds, so enrichment and routing still happen in real time.
Typical KPIs include:
- Lower bounce rate on outbound emails.
- Higher open and connect rates.
- Improved sender score / domain reputation.
- Increased SDR productivity.
Yes. Checks apply to inbound form fills, bulk uploads, and outbound prospect lists. Anywhere emails enter your system, you can apply deliverability validation.
