IBM Watson Customer Automation Edition – Continuous improvement of email address quality for your marketing database

One of the leading causes of poor deliverability rates and mail blocks by ISPs is sending mailings to contacts that either don’t exist or to contacts that will flag your emails as spam – this leads to high bounce rates, poor deliverability and can lead to mail blocks and then even worse deliverability.

We have a product that will update the contacts in your IBM Watson Campaign Automation (Engage) database with a flag to indicate if they are likely to be valid recipients or not.

Sending to only good contacts will reduce the number of bounced emails and the number of spam traps that you’ll hit – this will reduce the chances of being filtered or blocked by the ISPs.

How does it work?

  • Extract

    From your database we extract:
    · Recently added contacts – those not already verified as good.
    · Older contacts - that haven’t recently engaged and haven’t been verified as good for some time.

  • Validate

    Email addresses are then:
    · Checked for valid email address syntax.
    · Domain checked to ensure that it’s deliverable to.
    · Filtered against known deliverable, but harmful addresses, including spam traps, honeypots, frequent complainers, role-based accounts and disposable email domains.

  • Augment

    Then we update the database with four fields:
    · A simple confirmation about validity
    · A comment about the reason for that finding
    · A date column, to keep track of when the address was last verified.
    · A suggestion column for when there’s a suggestion for a potentially invalid address

This is an ongoing, continuous process – with either a nightly update or run periodically throughout the day.

Where possible, suggestions are offered where there’s invalid syntax or likely typos in the top-level domain (these are not automatically changed in your database – we would recommend a periodic manual review of these suggestions.)

You can then use the validity column as part of your database queries to limit the sends

This process is a supplement to good mailing database practices – you should still obtain informed opt-in, not saturate your recipients with too frequent mailings, not mail contacts that have shown no engagement over extended periods etc.

Get in Touch if you Want to Know More