Store the Verification Status and Date on Every Lead So You Know What to Re-Check

Store three columns on every lead: verification status, reason and verified date. With them you can send only to valid rows, re-check only rows that are older than your cut-off, and answer later why a lead was or was not emailed. Without the date, every campaign forces a choice between trusting old results and paying to re-verify the whole list.

The columns

Column	Example values	Why
status	valid, risky, invalid	What to do with the row
reason	Mailbox exists, Accepts all addresses, Role-based address, Mailbox not found, Disposable address	Why, in words
verified_at	2026-11-11	When the answer was true
send_advice (optional)	safe, care, retry, do_not_send	A ready-made action

A SimpleVerifier results file keeps your original columns and adds the first, second and fourth. Add the date yourself, or let an integration set it. How to read the report lists every reason.

Rules that use the columns

Rule 1: send only status valid. Filter on it before every sequence is loaded.

Rule 2: re-check on age. Filter verified_at older than your cut-off, for example 30 days, and run only those. See re-verifying leads older than 30 days. A fixed cut-off keeps the spend predictable; how often to verify helps you set it.

Rule 3: risky is a test group. Filter risky rows, group by reason, and send a small batch from a warmed inbox before any more.

Rule 4: invalid is suppressed. Do not delete the row. Mark it, so it is not imported again. A shared do-not-send list covers this.

In Google Sheets or Excel

Add the columns beside your email column. When a results file comes back, match on the email address with XLOOKUP or VLOOKUP and copy status and reason across. Set verified_at to the day you ran the check. See verifying emails in Google Sheets.

In a CRM or sequencer

Create custom fields for the same three values. The Instantly, Smartlead, HubSpot and Mailchimp integrations write the status back to each lead as sv_status, so you can build a view or filter on it. HubSpot users can see verifying HubSpot contacts.

What the date prevents

• Sending on a stale "valid". A mailbox that was confirmed a few months ago may be closed now.
• Paying twice. Re-checking rows verified last week wastes checks.
• Guessing. When a bounce rate rises, you can see whether the bounced rows were old or new. Estimate bounce rate before sending uses this kind of data.

What not to store as a status

Do not turn a risky row into valid by hand. If a test batch shows a group performs well, record that in a separate column such as tested_ok, so the original result stays honest.

Plans and trial

New accounts get 100 free checks with no card, enough to try the columns on a sample. Pro is $39 a month, with the first 100,000 checks a month at full speed, then slower, never cut off. Business is $99 and Agency is $249 with 750,000 checks a month. See pricing, or start on the verify page.