Ask the Expert: Jen Lantz, VP of Industry Relations, Kickbox

Jen Lantz, VP of Industry Relations at Kickbox, discusses the intricacies of email deliverability and the importance of email validation in a Q&A format. Email validation is vital for maintaining a healthy email database by identifying low-quality or invalid emails, which can improve sender reputation and reduce bounce rates. Lantz explains the different validation types, such as real-time and bulk validation, and how they can help marketers maintain a high-quality email list. She highlights the role of Kickbox's Sendex Score in assessing email address quality and emphasizes the importance of understanding bounce rates and handling older email addresses strategically in light of Apple Mail Privacy Protection. While email validation cannot identify spam traps or verify consent, it can prevent sending to mistyped addresses and provide insights into database quality, although it should be complemented by other security measures like CAPTCHA.