With so many data breaches over the last few years, consumers have become wary of giving out their primary email addresses to every brand that asks. They’re more likely to use a disposable address instead – a service that lets you create a temporary email address, usually looking like a real yahoo or gmail address, and then disable it or delete it at any time.

Disposable email addresses may only make up a small percentage of your list, but they can cause a lot of damage to your deliverability rates and overall marketing strategy. They distort the results of your email campaigns by making it harder to measure how well your products or services are performing and can even be used to spam other users on a website or blog, or write fake bad reviews.

Ultimately, the best way to prevent disposable email addresses is to work hard to build a reputation that makes people trust your business. This means providing outstanding products and services, backed up by a customer care team that genuinely tries to solve problems.

Preventing disposable email addresses can be a challenge, but there are several ways to identify and remove them from your mailing lists. The easiest way is to run your lists through an email validation tool that checks for new suspicious domains and disposable addresses in real-time. It’s also possible to do this manually, though it can be a laborious process if you have a large number of subscribers and requires that your team keep track of the list on a regular basis.