February 28, 2008, 12:00 AM

Melissa Data launches tool for verifying customer e-mail addresses

A new e-mail address validation tool from Melissa Data can be customized to verify e-mail addresses entered into web site forms, databases, address books and spreadsheets for managing accurate e-mail marketing campaigns, the company says.

Paul Demery

Managing Editor, B2B E-commerce

A new e-mail address validation tool from Melissa Data can be customized to verify e-mail addresses in web site forms as well as in databases, address books and spreadsheets for managing accurate e-mail marketing campaigns.

“The first thing you have to do in e-mail marketing is capture accurate data-it sets the stage for all future deliverability,” says Bud Walker, data quality tools product manager for Melissa Data, a provider of contact data verification and e-mail management applications. “With ‘Email Object,’ you can remove invalid characters, as well as verify, correct, and update the domains of e-mail addresses in batch or at point-of-entry to reduce undeliverable/bounce-back e-mails and increase response rates.”

“Customers sometimes enter ‘!’ instead of ‘@’, or even misspell top-level domains such as ‘con’ instead of ‘com’,” Walker says. “These would all be corrected with advanced syntax checking and save the programming time companies use to develop custom e-mail validation rules.”

Email Object, which comes with a customizable application programming interface, offers three optional degrees of verification: syntax check, local database lookup, and record lookup to ensure only legitimate e-mail addresses are saved to the database. Features include batch and point-of-entry validation, editable spelling lists, custom blacklisted and valid domains, a list of 125,000+ valid domains, a processing speed of millions of records-per-hour, and availability for both Windows and Unix-based users, Melissa Data says.

Email Object is available as a stand-alone product or as part of Melissa Data’s Data Quality Suite, a toolkit for data verification of full name, address, phone number and e-mail address.

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