How to combine engagement scoring with validation data?

Engagement scoring tells you how active someone is. Validation data tells you whether their address is still valid. Combining both creates a clearer picture.

Low engagement + valid address means the person is choosing not to engage. They could, but they don't. Target them differently, likely with reduced frequency and stronger re-engagement attempts.

Low engagement + risky address might mean deliverability problems, not disinterest. If validation flags the address as problematic, their silence might be because they never received your emails. Consider whether the address is even worth keeping.

High engagement + degrading validity is a warning sign. Someone who was active but whose address now shows warning signals might be abandoning that account. Reach out while you can to collect updated information.

Re-validate periodically. Run your list through a validation service regularly, not just at acquisition. Addresses change status over time. Catch role address conversions, disposable domain issues, and emerging problems before they hurt you.

The combination prevents two mistakes: writing off subscribers who didn't receive your email, and continuing to email addresses that can't be reached anyway. Both engagement and validity matter for a complete view.