If you’ve just run your email list through Neverbounce and are staring at a wall of results, you’re not alone. Figuring out what to actually do with those results isn’t always obvious. This guide’s for marketers, founders, or anyone trying to keep their email deliverability high and their spam complaints low—without getting lost in the weeds.
Let’s cut through the noise and get right to what matters: What do all those statuses mean, and what should you do with each one?
Step 1: Understand Neverbounce’s Verification Statuses
Neverbounce’s main job is to tell you which emails are “good” and which are risky. Here’s how they bucket things:
- Valid: The mailbox exists, and can probably receive mail. This is as safe as it gets.
- Invalid: The address doesn’t exist, or is malformed. Sending here is asking for bounces.
- Catchall: The domain accepts all email, even if the mailbox might not exist. Unpredictable.
- Unknown: Neverbounce couldn’t verify, maybe because the server didn’t cooperate. Could go either way.
- Disposable: Temporary addresses used for signups and throwaways. Not worth emailing.
- Role-Based: Emails like info@, sales@, support@. Sometimes deliverable, but not personal mailboxes.
Pro Tip: Don’t overthink these categories. The first three (Valid, Invalid, Catchall) are the ones you’ll deal with most.
Step 2: Decide What to Keep, Remove, or Treat with Caution
Your goal isn’t to keep your list big—it’s to keep it healthy. Here’s what to actually do with each result:
Valid
- What it means: You’re good to go. These emails exist and are ready for your campaign.
- What to do: Keep these on your list.
Invalid
- What it means: Dead weight. Sending to these will hurt your sender reputation.
- What to do: Delete these. No exceptions.
Catchall
- What it means: The domain accepts everything, so Neverbounce can’t confirm if the mailbox is real.
- What to do:
- If you have a huge list and want to play it safe, remove these.
- If your list is small or you’re willing to risk a few bounces, you can try sending—but watch your bounce rate.
Unknown
- What it means: Neverbounce couldn’t get an answer. Sometimes this is a temporary server issue.
- What to do:
- If you’re risk-averse, remove these.
- If you want to squeeze every possible lead, send to them in a separate, low-stakes campaign first. If you see a lot of bounces, stop.
Disposable
- What it means: Single-use or temporary emails, often used for freebies or trials.
- What to do: Remove these. They’re not worth your time.
Role-Based
- What it means: Emails that go to a team or group.
- What to do:
- For newsletters: Remove, unless you really want to hit generic mailboxes.
- For business development: Sometimes these are useful, but don’t expect high engagement.
Step 3: Export and Segment Your Results
Neverbounce lets you download your results with all the statuses. Here’s how to handle them:
-
Export your full results as a CSV.
Filter by the “Result” or “Status” column. -
Create separate lists for each status:
- Valid (your new main list)
- Catchall (optional: keep for separate campaign)
- Unknown (optional: test cautiously)
-
Invalid, Disposable, Role-Based (remove or use as backup, if needed)
-
Update your email platform:
- Most email tools let you bulk import or suppress users. Clean out the invalid/disposable/role-based emails before your next campaign.
Shortcut: If you’re tight on time, just keep the “Valid” emails and move on. That’s usually good enough for most use cases.
Step 4: Watch Your Bounce Rate and Engagement
Cleaning your list isn’t a one-and-done job. Here’s how to keep things healthy:
- Track your bounce rate after each campaign. If it’s above 2%, something’s still off.
- Monitor complaints and unsubscribes. High numbers here mean you’re reaching the wrong people—or emailing too often.
- Test small batches if you’re unsure about catchalls or unknowns. See what happens before blasting your whole list.
Don’t ignore the warning signs: If your ESP (like Mailchimp, ConvertKit, etc.) starts flagging your account, stop and review your list again.
Step 5: Address Common Questions and Misconceptions
“Should I ever email catchall or unknown addresses?”
Sometimes. If you’re running a high-touch outreach campaign and are desperate for every potential lead, you might risk it. But for most brands, it’s not worth the potential deliverability hit.
“Are role-based emails always bad?”
They’re not “bad,” but they rarely engage. For sales, maybe—but for newsletters, expect them to go unread.
“Can I automate this whole process?”
Mostly, yes. Neverbounce integrates with many ESPs, so you can set up regular list cleaning. But don’t set it and forget it—review the reports now and then.
“What if my valid emails are still bouncing?”
A few bounces are normal—people leave companies, domains expire, etc. But if you see a big spike: - Double-check you uploaded the right segment. - Make sure your emails aren’t being flagged as spam for other reasons (bad content, sending too often, etc.).
Step 6: What to Ignore (and Why)
- Don’t obsess over a handful of unknowns or catchalls. Lists are never perfect, and deliverability is more about patterns than perfection.
- Don’t pay extra for “guaranteed” deliverability services. No tool can promise zero bounces—if someone says otherwise, be skeptical.
- Don’t keep invalid/disposable emails “just in case.” They won’t convert, and they’ll hurt your sender reputation.
Step 7: Keep It Simple—and Repeat When Needed
Email list cleaning is like flossing: boring, necessary, and best done regularly. Don’t let fear of missing one “maybe” lead bog down your process. Stick to Valid, keep an eye on the rest, and clean your list every few months—especially before big campaigns.
When in doubt, simple is better. Iterate as you go, and don’t get paralyzed by the details. Your future self (and your inbox placement) will thank you.