FreshAddress Unveils 'SafeToSend' Hygiene Service

4/10/12

Database services firm FreshAddress today announced it has launched a new email deliverability service.

Dubbed SafeToSend, the service confirms whether an email address is valid, corrects mistyped entries, and screens for so-called toxic email addresses, such as spamtraps, honeypots and role accounts, according to FreshAddress.

Role accounts are addresses such as sales@, info@ and webmaster@. Emails to role accounts are often forwarded to multiple employees and often change owners. As a result, they are considered high risks for drawing spam complaints—one of the main metrics ISPs use to determine whether or not incoming email is spam.

Spam traps and honeypots are inactive addresses used by ISPs and anti-spammers to help identify emailers that send spam.

According to FreshAddress, SafeToSend helps companies and organizations improve email deliverability rates and dramatically reduce blacklisting and blocking issues.

“With SafeToSend, we can now guarantee deliverability on every email address we process,” said Austin Bliss, FreshAddress President, in a statement. “This launch is the result of over 12 years of experience analyzing billions of email addresses.”

Senders are typically blocked or blacklisted by internet service providers (ISPs) as a result of three underlying database issues:

• Excessive spam complaints
• High bounce rates
• Toxic addresses, such as spamtraps, honeypots, role accounts, and other addresses that are often associated with spammers.

According to FreshAddress, SafeToSend reduces spam complaints, eliminates bounces, and flags toxic addresses for removal through a three-step process:
 
• Step 1: Check each address to confirm the account is valid and available to accept email
• Step 2: Correct typos, syntax errors, format issues, and other input errors
• Step 3: Protect client databases from damaging (but deliverable) addresses including spamtraps, honeypots, frequent spam complainers, role accounts, disposable domains, bogus addresses, and malicious entries.

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Terms: Feel free to be as big a jerk as you want, but don't attack anyone other than me personally. And don't criticize people or companies other than me anonymously. Got something crappy to say? Say it under your real name. Anonymous potshots and personal attacks aimed at me, however, are fine.

Posted by: Andrew Cooper
Date: 2012-05-10 01:19:45
Subject: Demo form broken or misleading claims?

I entered in several, completely made-up addresses from a handful of major ISPs and they were all erroneously accepted. LeadSpend (my company), BriteVerify and StrikeIron all correctly rejected these same addresses, no problem. Is something wrong with the demo form, or is FreshAddress' "100% deliverability guaranteed" claim misleading?

Posted by: Andrew Stephens
Date: 2012-04-20 03:18:46
Subject: Spamhaus would call this spam support

I was listed on ROKSO for a very similar service. Here is the argument by over-aggressive self-appointed abuse reporters such as Spamhaus and Nanae. They feel that data hygiene is a service designed to support spam and I would be willing to bet that FreshAddress will find themselves joining me on ROKSO shortly.

Posted by: Mickey Chandler
Date: 2012-04-10 12:37:16
Subject: Wondering how they know

Some of this sounds good, but finding spamtraps and honeypots sounds to me like a bit of snake oil salesmanship.

There's a reason why those things aren't widely known: the services that use them guard them jealously. They're certainly not releasing that information to FreshAddress for a purpose that they would consider "list washing."