OptiPub will mark subscriber email addresses as invalid and tempinvalid in response to feedback received from mailbox providers, including soft and hard bounces, spam complaints and list unsubscribes.

These Email Statuses instruct OptiPub to suspend or prohibit further message delivery attempts to recipients experiencing delivery issues or who have indicated disinterest, protecting your sender reputation and ensuring optimal delivery rates.

Proactive Suppression of Problematic Email Addresses

OptiPub provides an advanced email address validation scanning service.

This service proactively identifies problematic email addresses immediately upon entering our system and marks the email address invalid.

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Invalids vs Unsubscribes

Email address status has no effect on subscription status.

An active subscription will not change to an inactive subscription in response to the subscriber's email address being marked as invalid.

Dynamic Segments

Create dynamic segments to monitor the invalid and tempinvalid email statuses of subscribers, and analyze email status change activity.

Review this guide to learn how to Create a Dynamic Segment.

The Email Match Query Rule

The Email Match Query Rule in Dynamic Segments has email status conditions in addition to the normal string match conditions.

The status conditions can be used to match email addresses with specific invalid and tempinvalid email statuses.

Read more about the available Email Match Conditions in the tables below.

The Invalid match has additional Invalid Reasons to further refine your query.

Email Match Conditions

Email Status Conditions

The Email Match Rule can query for these email address status conditions, in addition to the usual string matching conditions.

Invalid Reasons

When selecting the Invalid condition, you can further refine the segment by specifying Invalid Reasons.

If you don't select any reasons, then all reasons are included.

Email Status Descriptions

Valid

The default subscriber email address status. This subscriber can receive messages.

Invalid

Subscribers marked as permanently invalid are globally suppressed during message sends to protect sending reputation.

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Removing an Invalid Status

It is possible to manually remove an Invalid status from a subscriber's email address through viewing the subscriber in Messaging > Subscriptions.

Temporarily Invalid

Subscribers are marked as Temporarily Invalid or tempinvalid when they encounter temporary delivery issues (soft bounces).

Messages will be suspended for 5 days for tempinvalid subscribers.

The tempinvalid status is removed when a message is successfully delivered to the subscriber.

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Repeated Temp Invalid

If a subscriber receives 3 consecutive tempinvalid statuses within a 3-week period, the subscriber is automatically flagged as permanently invalid with the reason: repeated temp invalid.

Trap/Complainer

Subscribers are marked as Trap/Complainer when the email validation scanner flags the email address as a trap email, or a problematic or risky email address.

Spam

Subscribers are marked as Spam when OptiPub's Anti-Spam Protection filter flags the signup as malicious or spammer activity.

Email Match Examples

A few dynamic segment examples are provided below to illustrate the execution and varied utility of the Email Match status conditions.

These examples are not necessarily relevant use cases for every client, relevant queries will result in data that answers a question you want to solve.

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Tips

It is recommended to include the Active Publication(s) or another publication condition to ensure your data is targeted to a single publication and relevant.

Even though these segments are matching for invalids, which you won't be emailing, the publication conditions will provide better organization for your data.

Example: Compile an Active subscriber list of Invalid email addresses that have engaged in the past year

Example: Determine if recent Yahoo bounces are effecting the email status of engaged subscribers

Example: Clean a segment of newly acquired leads

Remove Invalid Status Using a Funnel

This Funnel will listen for events triggered on emails sent from the configured Publication.

Funnels can listen for events that mark email addresses invalid, and then trigger actions to revalidate the email address.

1. Add an 'Email' Event Listener for FBL and/or List Unsubscribed
2. Attach an Action under the listener to Unsubscribe the subscription
3. Attach the Opt-In action under unsubscribe to revalidate the email address.

The funnel first complies with the recipients request to unsubscribe from the publication which sent the email that was acted on.

Then the Opt-In action resets the email address to a valid status.