If you’ve run your email list through Kickbox, you probably got a big CSV file or dashboard with a bunch of statuses and codes. Now what? If you’re a marketer, CRM manager, or anyone sick of wasting time and money on bad email lists, this guide is for you. We’ll break down what those Kickbox results actually mean, what’s worth acting on, and how to use them to target your campaigns smarter—not harder.
Step 1: Understand What Kickbox Actually Tells You
Kickbox doesn’t magically make your list perfect. It tells you, in its own way, which emails are likely to work, which are risky, and which are flat-out duds. The core statuses you’ll see are:
- Deliverable: The address is valid and should accept mail.
- Undeliverable: It’s bad—don’t bother.
- Risky: Could go either way. Includes things like role accounts (info@, sales@), full inboxes, or temporary addresses.
- Unknown: Kickbox couldn’t figure it out. Usually a server didn’t respond.
Other fields worth knowing: - Free/Disposable: Gmail, Yahoo, or throwaway emails. - Role-based: Addresses like support@ or admin@, usually managed by a team. - Accept-all: The server will accept anything, but you don’t know if it actually lands anywhere.
What not to obsess over:
Minor details like “syntax” errors, or whether an email is “catch-all,” aren’t worth fretting about for day-to-day campaign work. Focus on the big buckets above.
Step 2: Segment Your Results
Don’t just look at your list and panic. Break it down:
- Safe to Send (Deliverable)
- These are your bread and butter. Target them confidently.
- Do Not Send (Undeliverable)
- Remove or suppress these right away. Sending here will hurt your sender reputation.
- Use With Caution (Risky/Unknown)
- “Risky” can sometimes be worth a shot, depending on your appetite. But don’t batch these in with your best prospects.
- “Unknown” might be a temporary issue. Consider retrying verification later—but don’t count on miracles.
Pro Tip:
Create three separate segments in your ESP: Deliverable, Risky/Unknown, and Undeliverable. Most modern platforms let you upload Kickbox results and filter accordingly.
Step 3: Dig Deeper—Look for Patterns
A single verification run is just a snapshot. But over time, you’ll notice trends:
- High rate of undeliverables from a certain source? That vendor might be selling you junk.
- Lots of role-based or disposable emails? Maybe your signup form needs a tweak (like blocking these at the door).
- Rising “unknowns” on a specific domain? Check if that mail server is down, or if you’re being throttled.
Ignore:
Don’t waste time over-engineering for every disposable email. Some always slip through, especially if you’re running ads or contests.
Step 4: Use Results to Clean Your List
Here’s the honest truth: Most people run verification, then forget to actually clean their lists. Don’t do that.
- Suppress or delete undeliverable addresses. No exceptions.
- Move risky and unknown to a separate segment. If you must mail them, do it gently—lower frequency, less critical campaigns.
- Optional: Remove or flag role-based and disposable emails, especially if you see low engagement.
Pro Tip:
If you’re reporting to management, show the before-and-after counts. It’s a simple way to prove you’re not just “cleaning for cleaning’s sake”—you’re protecting deliverability.
Step 5: Adjust Your Campaign Targeting
Now comes the part most guides skip: actually using the cleaned list for better targeting.
- Prioritize deliverables for high-value campaigns.
- Exclude undeliverables entirely.
- Test separate messaging or lower stakes offers on risky/unknowns. If they engage, move them into your main segment—otherwise, keep them isolated.
- Watch engagement rates. If your open and click rates don’t improve after cleaning, dig deeper—maybe your content or timing is the real problem.
What works:
Targeting your best addresses first. You’ll see better engagement, less spam folder drama, and fewer headaches.
What doesn’t:
Blasting “risky” and “unknown” addresses with important campaigns. That’s a shortcut to getting throttled or blacklisted.
Step 6: Monitor and Iterate
Verification isn’t a one-and-done deal. Email lists decay—people change jobs, abandon addresses, or mistype their info.
- Re-run Kickbox every few months (or before major campaigns).
- Track bounce rates and complaints. If they creep up, clean again.
- A/B test segments. Sometimes, “risky” emails perform fine for certain industries or offers. Don’t be afraid to experiment, just do it in a controlled way.
Ignore hype:
You’ll see people online promising “100% deliverability” or “zero bounces forever.” That’s nonsense. Aim for steady improvement, not perfection.
Step 7: Don’t Get Lost in the Weeds
It’s easy to fall into analysis paralysis with all the data Kickbox gives you. Remember:
- The main goal is to get your message to real, interested people.
- Obsessing over every edge case or tiny stat won’t move the needle.
- Focus on regular, simple cleaning and smart targeting. The rest is just noise.
Wrapping Up
Kickbox results aren’t magic, but they’re a solid reality check for your email list. Use them to cut obvious junk, target your top contacts, and experiment (carefully) with the rest. Don’t get bogged down by every warning or status. Keep things simple, keep iterating, and your campaigns will get sharper—without the headaches.