diff --git a/app/helpers/email_helper.rb b/app/helpers/email_helper.rb
deleted file mode 100644
index 0800601f98b..00000000000
--- a/app/helpers/email_helper.rb
+++ /dev/null
@@ -1,18 +0,0 @@
-# frozen_string_literal: true
-
-module EmailHelper
-  def self.included(base)
-    base.extend(self)
-  end
-
-  def email_to_canonical_email(str)
-    username, domain = str.downcase.split('@', 2)
-    username, = username.delete('.').split('+', 2)
-
-    "#{username}@#{domain}"
-  end
-
-  def email_to_canonical_email_hash(str)
-    Digest::SHA2.new(256).hexdigest(email_to_canonical_email(str))
-  end
-end
diff --git a/app/models/canonical_email_block.rb b/app/models/canonical_email_block.rb
index d09df6f5e2a..4ed160fc262 100644
--- a/app/models/canonical_email_block.rb
+++ b/app/models/canonical_email_block.rb
@@ -12,24 +12,29 @@
 #
 
 class CanonicalEmailBlock < ApplicationRecord
-  include EmailHelper
+  include CanonicalEmail
   include Paginable
 
   belongs_to :reference_account, class_name: 'Account', optional: true
 
   validates :canonical_email_hash, presence: true, uniqueness: true
 
-  scope :matching_email, ->(email) { where(canonical_email_hash: email_to_canonical_email_hash(email)) }
+  scope :matching_email, ->(email) { where(canonical_email_hash: digest(normalize_value_for(:email, email))) }
+
+  def self.block?(email)
+    matching_email(email).exists?
+  end
+
+  def self.digest(value)
+    Digest::SHA256.hexdigest(value)
+  end
 
   def to_log_human_identifier
     canonical_email_hash
   end
 
   def email=(email)
-    self.canonical_email_hash = email_to_canonical_email_hash(email)
-  end
-
-  def self.block?(email)
-    matching_email(email).exists?
+    super
+    self.canonical_email_hash = self.class.digest(self.email)
   end
 end
diff --git a/app/models/concerns/canonical_email.rb b/app/models/concerns/canonical_email.rb
new file mode 100644
index 00000000000..bbc529ff085
--- /dev/null
+++ b/app/models/concerns/canonical_email.rb
@@ -0,0 +1,27 @@
+# frozen_string_literal: true
+
+module CanonicalEmail
+  extend ActiveSupport::Concern
+
+  included do
+    normalizes :email, with: ->(value) { canonicalize_email(value) }
+  end
+
+  class_methods do
+    def canonicalize_email(email)
+      email
+        .downcase
+        .split('@', 2)
+        .then { |local, domain| [canonical_username(local), domain] }
+        .join('@')
+    end
+
+    def canonical_username(username)
+      username
+        .to_s
+        .delete('.')
+        .split('+', 2)
+        .first
+    end
+  end
+end
diff --git a/spec/models/canonical_email_block_spec.rb b/spec/models/canonical_email_block_spec.rb
index 0b8dcfb9c19..f531fd214e0 100644
--- a/spec/models/canonical_email_block_spec.rb
+++ b/spec/models/canonical_email_block_spec.rb
@@ -7,6 +7,14 @@ RSpec.describe CanonicalEmailBlock do
     it { is_expected.to belong_to(:reference_account).class_name('Account').optional }
   end
 
+  describe 'Normalizations' do
+    describe 'email' do
+      it { is_expected.to normalize(:email).from('TEST@HOST.EXAMPLE').to('test@host.example') }
+      it { is_expected.to normalize(:email).from('test+more@host.example').to('test@host.example') }
+      it { is_expected.to normalize(:email).from('test.user@host.example').to('testuser@host.example') }
+    end
+  end
+
   describe 'Scopes' do
     describe '.matching_email' do
       subject { described_class.matching_email(email) }