<b>SOP 23: The Email List Verification (the asset most often inflated)</b>

<b>SOP 23: The Email List Verification (the asset most often inflated)</b>

A "50k email list" is worth nothing if it's dead or non-transferable. Verify before you value it.

— Size vs. active: ask for last 90 days of opens/clicks. PASS = real engaged segment. FAIL = the 50k is a graveyard, value the ~active fraction only.
— Consent + provenance: were these collected with permission you can prove? Scraped/bought lists = legal landmine + provider bans.
— Transferability: confirm your ESP (Mailchimp, Klaviyo, etc.) will accept an imported list of this provenance. Many freeze cold imports.
— Revenue attribution: how much of the P&L comes from email vs. the list just sitting there?
— Deliverability: check the sending domain's reputation/blacklist status before you adopt it.

PASS = engaged, consented, transferable, monetized. FAIL = price it as a bonus, not a core asset.

Save this — run it every deal.