MailerForum.com Evaluates Bridge Marketing
It’s been over a full year since we at MailerForum.com first reviewed Bridge Marketing. Our last review discussed our near perfect results using their verification system. Since then, Bridge has evolved and expanded into database targeting.
Bridge has also evolved in market share space as well. Adknowledge announced earlier this year that it had chosen Bridge Marketing as its email hygiene and verification processing partner. Bill Intrater, Adknowledge VP, Strategic Services, went on record quoting, “With Bridge delivering best in class data performance and faster response times, our decision was simple! We chose Bridge Marketing. In addition to quality data performance and speed, Bridge also figured out how to deliver their services efficiently and cost effectively in a manner that further enhanced our own existing infrastructure. We appreciate the time and resource savings that Bridge delivers with its cloud platform through a single unified API.”
Given all the recent hoopla, we knew it was time to give their verification process another try.
They’ve branded it “VerifyME”, which, according to Bridge, is “the industry leading email hygiene & verification tool for confirming the validity, deliverability, and risk profile of email addresses in real time on a single unified secure cloud platform.” VerifyMe has been tested by independent third parties and confirmed as best in its class for pinpointing non-deliverable email addresses across all topline domains.
Bridge returns a clear hygiene & verification response code on all emails processed to identify all records deemed too risky for mailing (i.e. high complaints, chronic unsubscribes, spam traps, etc.) An example of such a report is below.
VerifyMe has improved their original levels of classification by adding in new category codes such as Low Complaints and High Complaints, giving you more flexibility in determining what you want to remove from your data, as well as all the standards we have grown to expect and utilize: Bad Domains, Bad Words within Domains which could signal a problem user, Invalids, Traps, Unsubs, etc.
This test would be pretty simple. I went back to data that had been mailed successfully 60 days ago and sent them a small 5K sample. Of the 5000 records, they suggested I quarantine 965 of them, leaving me with a net of 4035 records to test.
I admittedly ran into a 2 week delay at this point, but was finally able to run a quick test to the records and was amazed, yet again, by the results:
Data Intelligence Analysis Results
Our team has performed a record level analysis on your sample data set. The goal of this analysis is to empower your business with information at the customer level, enabling your business with the tools to optimize data performance.
Here are the steps we took to analyze your data: 1) Verification – Verifies if the record is deliverable 2) Hygiene – Identifies complainers, improperly formatted records, bad words, bad/bot IPs, bad/foreign extensions, traps, etc.
These Apps can work together to provide a complete solution OR can be independently configured. You control the process. Attached you will find the results file and report. In the results file, you will see we added a field on the end named “Suppression_type”. This field holds the different suppression types (if applicable) for each record (key below). Blank=passed record.
Below is a short synopsis of the different types of suppressions.
Hard Bounces or Invalid records are invalid addresses that are undeliverable and hold negative implications for your IP reputation. Your data set has a low rate of these records which tends to point to more recent data; just over 3%. Typically, responsive data has a high mix of complaint prone users within the set. Every operation has a different tolerance for complaint rates – our process effectively identifies the records which we think have a high propensity to act negatively; ultimately the decision to mail them or not comes down to your threshold for risk.
Our system couples our proprietary algorithms with our suppression universe to identify and differentiate low risk complaint users, high risk complaint users and known spam traps. Low risk complaint users have complained in the past, but have not escalated their complaints to levels that negatively impact the sender. Spam traps and high risk complaint users have been captured negatively impacting the sender’s reputation and we would not advise the mailing of these records. As for the bad domain, bad/foreign extension, bad word, traps, bad format suppression types: We advise that you do not mail these records. Our research has shown these records possess far greater risk of damaging your reputation then acting as good consumers. For records deemed UnknownV records, these are records that we could not verify their deliverability. For UnknownV, we typically see that up to 10% of these records are actually non-deliverable.
Once again, Bridge Marketing has earned two thumbs up from MailerForum.com.
About MailerForum: MailerForum.com opened up to a core group of mailers to exchange ideas, strategies, and keep in touch with the latest email gossip and technologies. Now the forum is now a top email Forum with regard to real-time content, marketing stories, network/offer buzz, and magical email secrets.