Product Update

Introducing the New and Improved Global Email Cloud Service:
How It Can Protect and Increase Your Email Reputation Score

By Oscar Li
Data Quality Sales Engineer/Channel Manager for Global Email


Melissa Data recently introduced several improvements and new features to its Global Email Cloud Service – an all-in-one, real-time email mailbox validation and correction service. Here’s a quick list of our latest improvements:

In terms of the service’s new features, Global Email now offers two validation modes: Express and Premium.

Express can be used in time-sensitive situations and will give back a response in one or two seconds. Premium will actually perform a real-time validation of the email address and can take up to 12 seconds to receive a response back.

If you want to reduce the time taken in premium mode, we offer an advanced email option which will reduce the freshness of the data return in order to increase speed.

Global Verify for Global Email Services screenshot

Using the Global Email Service to Protect & Increase Your Email Reputation Score

What does email reputation mean? A big part of a marketer’s campaign is email marketing. It is important to watch your email reputation with a tool such as senderscore. Once you are blacklisted, your email deliverability will suffer, and as a result, you will have trouble sending out future emails as most mail servers subscribe to a spammers list.

Integrators should consult with our data quality experts in order to understand what they need to look out for to avoid a bad campaign, and why certain emails should be flagged/inspected. Even if you avoid spam traps, sending out too many invalid emails will cause the mail server to flag you as a potential spammer. Email marketing campaign servers with a low email reputation score will typically experience aggressive filtering.

On the other hand, maintaining a high reputation score will yield less intrusive filtering only applied to individual emails and email campaigns instead of blanket IP addresses. It would definitely be prudent to not allow other users to influence your email reputation.

For example, if you are on a shared server – other companies/users could be sending out their own campaigns without filtering emails through our service. It would be a waste if you spent all the time and investment controlling your email campaigns and another user is email blasting without mailbox validation, causing the entire IP to be affected.

How do I improve my email reputation score?

If your reputation scores are already dismal for your current existing email campaign server IPs, it might be beneficial to do your campaigns on a new, or more reputable IP to see better return on investment. This would restart your email reputation on a clean slate. As a disclaimer, we are not sure how feasible this would be for everybody, so your team will need to discuss internally.

However, using our service on an existing IP should raise the reputation score for that specific IP. On IPs with pre-existing high volume campaign history, the scores will be slow to change. You can now see why it is extremely prudent to invest in an email validation system early on and why Global Email is a valuable tool to use.

For more info, go to: http://www.melissadata.com/dqt/global-email-cloud-service.htm