What’s the recommended maximum tolerance for invalids?
Recommended maximum tolerance for invalid addresses is typically below 2% of your list, with best practice targeting under 1%. Higher invalid rates indicate list quality problems requiring attention.
Invalid rate is calculated against sent volume. If more than 2% of your sends bounce as invalid, acquisition or maintenance processes need improvement. High invalids damage sender reputation and waste resources.
New sends should have near zero invalids since fresh addresses should not immediately bounce. High invalid rates on new addresses suggest problematic acquisition: typos, fake submissions, or purchased lists.
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