What to Tell a Client Whose Email List Comes Back Mostly Risky
Lead with the breakdown, then the plan. When a client list comes back with a large share of risky addresses, the client hears "your list is bad". Your job is to turn that into "your list has three kinds of addresses and we treat each differently". Do it in one short message, not a defensive thread.
First, find out what "risky" means here
Risky is not one thing. Check the breakdown before you write to the client:
- Catch-all domains. The server accepts any address, so no verifier can confirm the mailbox. See what a catch-all domain is.
- Role addresses, such as info@ or sales@, which reach a group, not a person.
- Could not check. The server did not answer in time. These are worth retrying.
A list that is mostly catch-all is a different conversation from a list that is mostly dead mailboxes. For the first, see why most of my list is risky.
What to say, in order
- What you found. "We checked every row. The list has valid, risky and invalid addresses."
- What each group means. One sentence each.
- What you will send. "Valid addresses go first."
- What you will do with the risky group. Split it, and send the catch-all part slowly in small batches.
- What you will not send. The invalid group.
- What you need from them. A decision on the risky group, and where the list came from.
A script you can adapt
"We verified the full list. A large share came back risky, and I want to explain why before we send anything. Most of those are addresses on domains that accept all mail, which no verifier can confirm. We will send to the confirmed addresses first, then test the risky group in small batches and watch bounces. Addresses confirmed invalid will not be sent, because they would bounce and hurt your domain. Can you confirm where this list came from, and are you happy with that plan?"
No invented numbers: use the counts from your report, not estimates.
Offer options, not just bad news
- Send valid first, then decide on risky from the bounce result.
- Enrich or replace the weakest rows. The finder on Pro and above looks up verified addresses from name and company.
- Change the source for the next list.
- Slow the risky group, per sending to catch-all emails.
Put it in a report
A branded client report on the Agency plan lets the client see the split for themselves, as a PDF, CSV summary or a link that expires in 7 or 30 days. The wider template is in how agencies report verification to clients.
If the client still wants everything sent
Say what the risk is to their domain, record that you advised against it, and follow their decision. Do not send it from a domain you are responsible for without that note on file.
Next step
If you manage several clients' lists, the Agency plan gives you workspaces and reports that make this conversation easier. See pricing.
Common questions
Why is a client's list mostly risky?
Common causes are lists full of catch-all business domains, old exports whose people have moved on, and scraped or purchased data. Risky is a mix of reasons, so look at the breakdown before judging the list.
Should I send to a risky list anyway?
Not all at once. Split it by risk type and send the safest part in small batches, watching bounces. Invalid addresses are never sent.
How do I say this without blaming the client?
Talk about the list's source and age, not the client. Show the breakdown, say what you will do about each part and what you need from them.
What if the client insists on sending to everything?
Put your advice in writing, show the breakdown and the risk to their sending domain, and let them decide. Keep the record.
Check your list before you send
Real mailbox checks over SMTP, and nothing is sent to the address. Sign in with Google and your first 100 email checks are free, no card. Plans for bigger lists are on the pricing page.