I see it all the time, you want to ensure you set everything up correctly in your marketing system, so you test it out. You load up your web page, the form loads, and you submit something like this:
If it works, this will create the form submission, probably create a contact or lead or both, and you're off and running because you validated it worked.
Cool, so now you publish the forms and journeys and get it all running. Then a week or so later sales comes to you and says "I want this messaging to go out to all of our contacts." You say, "No Problem," and configure a journey using a segment that grabs the right contacts, get it all published and the messaging is off. But hey, why are there so many hard bounces and why is deliverability falling off?
Well, you've been testing all of your marketing efforts well and there are now many leads and contacts in the system that aren't real. They have email addresses, so the system is going to try and send to them, but they're going to hard bounce. Excessive hard bounces are a deliverability death sentence. Sure, you can ensure you delete everything you create, but you get busy and Real-time - Journeys aren't real-time. The submissions will eventually hit the system, but it could be a while and then submissions get lost.
To solve this, keep testing, just use a real email address and a variant with a +number as shown below:
First, test once with your real email address. There is no harm. Put it in: nathan.wehner@yourcompany.com
For the second submission, modify the email address like this: nathan.wehner+0001@yourcompany.com
And for a third, follow the same pattern: nathan.wehner+0002@yourcompany.com
This variants will actually deliver to your real email address, but your CRM system thinks it's a different person since the email address listed is different. This will allow it to store as a different contact/lead for your marketing form and journey testing. And of course, since the email really delivers to your real email address, then you don't get hard bounces nor do you have to deal anymore with lower deliverability rates.
Hope that enlightens your digital marketing day a bit!
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