By: Rudy Arnold (
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Hygiene Keep Data Clean

Marketers like to act quickly and efficiently. We see an opportunity and we strike with our timely, well-crafted creative, hoping to gain an edge on our competitors. We like benefits and time savers that reduce campaign costs and increase ROI. Cleaning data may seem like a boring chore but, if you want your well timed campaigns reach your audience; it is paramount that your data is clean.  Having Data Quality controls in place will ensure your data is clean, increase efficiency and generate revenue.

Data hygiene are those processes carried out to make sure data is deliverable and up to date with the most relevant information on the consumer. Data is considered clean if it is as error-free as you can get it, and Data is dirty if it contains a lot of duplicate records, incomplete or outdated records. Dirty Data can ruin your campaign results and decrease your ROI with each effort as you move forward. Data errors can occur at any stage as data is entered, stored and managed, so we need to catch and correct them when they do.

Anchor offers a very robust solution to separate the good addresses from those that are bad. Where some companies may simply provide a quick audit of the email address and attempt to match against a limited house file, we provide a comprehensive three step process to validate the deliverability of the email and can also offer a fourth step where we will do a deployment as the ultimate test of an email’s deliverability.

Levels of Validation

Level One – Checks for general syntax and spelling errors, plus invalid domains and other format issues.

  • Ensure the address syntax conforms to industry syntax standards.
  • Confirm that the upper and lower domains and associated MX (mail exchanger) records are valid and can accept mail.
  • Ensure email address meets ISP-specific requirements.
  • Correct misplaced or invalid characters such as spaces, quotation marks and @ symbols
  • Correct typos in both top-level domain (.com, .net, .biz etc.) and second-level domain (Gmail, AOL, Hotmail, etc.)

Level Two – Suppression against our multi-sourced file of over 300 MM emails to eliminate emails that are problematic; hard bounces, spam traps, complainers and screamers (individuals known to complain to the ISPs)

Level Three – SMPT handshake, “ping”, against the leading ISPs to see if the email exists in their system. This process provides a “Valid”, “Invalid” or “Unknown” score on each record. “Unknown” records may still be deliverable.

Level Four – Deploy a generic permission request message, or actual promotion to all addresses that pass through the first three levels as either valid or unknown, and allow a number of days for a response, validating that the email address is deliverable or undeliverable

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