Invalid email addresses

To protect your deliverability reputation, Movio EQ will mark any member email addresses that are invalid. Generally, this is because they are unreachable, but there are specific, technical reasons why this might be the case:

• Hard bounce: The email can't be delivered to an email server (for example, because the recipient's email address doesn't exist or their email server has completely blocked delivery).
• Hard bounce (soft bounce exceeded): A soft bounce typically indicates a temporary delivery issue (for example, because of a full or inactive mailbox). If Movio receives excessive soft bounces for a recipient over a period of time (typically 3 over 30 days), we consider this a hard bounce and mark the email address invalid.
• Domain MX: The email address is using a non-existent domain (for example, memberXYZ@gogle.com).
• External: The email address is included in a list of invalid addresses that were imported during your Movio implementation (optional).
• Complaint: The recipient has marked a previous email from you as spam.
• Blacklist: The email is included in an external blacklist.
• Bad syntax: The email address isn't formatted correctly (for example, memberXYZ@@cinemaabc.com).

In the Audience Builder, the Contactable number in the sidebar takes invalid email addresses into account. 

If you want to know the total number of invalid addresses you have, or download a list of invalid addresses, use the Validity email filter and the download-audience button.

Note: You don't need to do this for campaigns. EQ automatically excludes invalid email addresses from any audience you build.

If you’d like to know why an email address has been marked invalid, or have an invalid address marked valid again, contact Movio support (support@movio.co).