Need working email quality filter

There’s a new way to improve lead quality…

One of the biggest challenges faced by advertisers focused on lead generation is lead quality. You can pull multiple levers and try out some features. Now there’s another product aimed at B2B businesses.

where to find it

When creating an ad using Instant Forms, you may see an option for “Work email required” under the quality filter.

Meta is described like this:

Prospects must be verified with a valid email address associated with a real organization.

If this option is grayed out, you’ll first need to select the form that requires a work email address.

How does it work?

Now, this was very confusing to me at first. How does this checkbox differ if you create a form that requires a work email address? Well, it takes this requirement to another level.

If you don’t check this box, people can technically enter any email address they want. When selected, they cannot enter personal email addresses such as Gmail or Yahoo. If they try, they will receive an error message.

It’s not entirely clear how Meta verifies this. Presumably, the simplest explanation is that Meta matches email addresses to a list of potential domains that could be considered a person. If the domain is on that list, it will be rejected.

Otherwise I can’t imagine Meta having a complete list of businesses. There are so many opportunities for false rejections, and it’s likely that only email addresses from the largest businesses will be accepted. So, I’m assuming that unless there’s some behind-the-scenes magic, that’s not what happened.

When should you use it?

The best time to use this feature is when your business is B2B. This can help filter out spam and low-quality leads.

Of course, the risk is that some small businesses may not use a corporate email address. Or maybe someone isn’t comfortable filling their work email inbox with marketing messages.

Regardless, this is another way to affect quality and is worth trying.