Verification Pipeline — Business Overview
Last updated: February 2026
Feature Owners
| Role | Owners |
|---|---|
| Product manager | Lazar Dagalev |
| IT project manager | Lazar Dagalev |
| Lead developer | Ivan Velinov |
| Stakeholders | Kristijan Todorov, Boban Ilievski |
Table of Contents
- What Is the Verification Pipeline?
- Why It Matters
- How It Works — The Big Picture
- Verification Jobs
- The Verification Process
- Results & Status Tracking
- Re-Verification
- What Users See
- Glossary
1. What Is the Verification Pipeline?
The Verification Pipeline is Sopro's system for checking whether prospect email addresses are valid and deliverable. Before sending outreach emails, the system verifies each email address to ensure it exists, can receive messages, and won't bounce. This protects sender reputation and improves campaign deliverability.
In Simple Terms
"The verification pipeline is like a bouncer at the door — it checks every email address before the party starts, making sure only valid ones get through."
2. Why It Matters
| Without Verification | With Verification |
|---|---|
| Emails bounce, damaging sender reputation | Invalid addresses caught before sending |
| Email providers flag the sender as spam | High deliverability maintains inbox placement |
| Wasted resources sending to dead addresses | Only valid, active addresses receive outreach |
| No visibility into data quality | Clear dashboard showing verification status |
3. How It Works — The Big Picture
Core Concept
Verification runs as batch jobs — you create a verification job, it processes all the prospects in the batch, and reports back with results. Jobs run in the background so they don't block other work.
4. Verification Jobs
What Is a Verification Job?
A verification job is a batch of email addresses queued for checking. Each job:
- Contains a defined set of prospects to verify
- Processes them automatically in the background
- Tracks progress as it works through the list
- Reports results when complete
Job Lifecycle
| Status | Meaning |
|---|---|
| Pending | Job is created and waiting to be processed |
| Processing | Actively verifying emails — progress is tracked |
| Complete | All emails have been verified — results are ready |
| Failed | Something went wrong — the job can be retried |
5. The Verification Process
What Gets Checked
For each email address, the system performs several checks:
Verification Results
| Result | Meaning | Campaign Action |
|---|---|---|
| Valid | Email exists and can receive messages | Safe to send |
| Invalid | Email doesn't exist or domain rejects it | Do not send |
| Risky | Domain accepts all emails (catch-all) | Send with caution |
| Unknown | Couldn't determine status | May retry later |
6. Results & Status Tracking
Job-Level Results
Each verification job produces a summary:
| Metric | Description |
|---|---|
| Total | How many emails were in the batch |
| Valid | How many passed verification |
| Invalid | How many were rejected |
| Risky | How many are catch-all/uncertain |
| Unknown | How many couldn't be determined |
| Success Rate | Percentage of valid emails |
Prospect-Level Updates
After verification, each prospect's record is updated with:
- Verification status (Valid, Invalid, Risky, Unknown)
- When the verification was performed
- Which verification job processed them
7. Re-Verification
Email addresses can become invalid over time — people leave companies, domains expire, mailboxes get deleted. The system supports re-verification to keep data fresh.
When to Re-Verify
| Trigger | Description |
|---|---|
| Time-based | Emails verified more than X months ago are queued for re-check |
| Campaign start | Before a new campaign launches, its prospect emails are re-verified |
| Manual trigger | An operator can request re-verification for specific audiences |
Re-Verification Process
The same verification checks run again. If a previously valid email is now invalid:
- The prospect's verification status is updated
- The prospect is flagged so campaigns don't send to them
- Statistics are recalculated to reflect the change
8. What Users See
Data Admin Dashboard
| Feature | Description |
|---|---|
| Verification Jobs | List of all verification jobs with status and progress |
| Job Details | Breakdown of results (valid, invalid, risky, unknown) |
| Prospect Status | Per-prospect verification status visible in audience views |
| Search by Verification | Filter prospects by their verification status |
Key Actions
| Action | Description |
|---|---|
| Create Job | Start a new verification batch for an audience or campaign |
| View Progress | Monitor a running verification job |
| View Results | See the outcome of a completed job |
| Re-Verify | Trigger re-verification for stale data |
Verification Search
The Data Admin includes a dedicated Verification Search page where users can look up the verification history of specific email addresses or people.
9. Glossary
| Term | Definition |
|---|---|
| Verification | The process of checking whether an email address is valid and can receive messages. |
| Verification Job | A batch of email addresses queued for verification — tracked from creation through completion. |
| Valid | An email that has been confirmed to exist and accept messages. |
| Invalid | An email that doesn't exist, is malformed, or whose domain rejects delivery. |
| Risky | An email on a catch-all domain that accepts all addresses (can't confirm individual mailbox). |
| Catch-All | A domain configuration where any email address at that domain is accepted, making individual verification impossible. |
| Hard Bounce | A permanent delivery failure — the email address is confirmed invalid. |
| Re-Verification | Running verification checks again on previously verified emails to ensure they're still valid. |
| Sender Reputation | A score assigned by email providers based on sending behaviour — bounces from invalid emails lower this score. |
| Deliverability | The ability of emails to reach the recipient's inbox rather than being blocked or filtered to spam. |