Not all emails have the same potential
That’s because email addresses are of different types and the engagement for each of these types can be widely different.
For example, you’ll see some addresses like admin@, sales@, hr@ and so on in your mailing list. As you probably know, they are called role addresses. Such role addresses are typically shared by a group of people or even the entire department.
Unfortunately, when you send an email to a role address, some of the recipients may find your email irrelevant and mark your mail Spam.
Or take the case of Disposable Email Addresses (DEAs). People use such email addresses only once or twice and then never again. Any emails you send to such addresses are never opened – and your money goes down the drain.
That’s why it’s important you verify email list and remove unsafe, undeliverable, or otherwise invalid addresses from your mailing list.