Outward Media Debuts 'Clean-Send' Database
By Ken Magill
Database marketing services provider Outward Media last week unveiled “Clean-Send,” a database it claims contains about 300 million email addresses to which marketers should not attempt to send email.
“The database consists of spam-traps, hard bounces, bad syntax, and known complainers – a total of 13 different negative or bad email data categories,” according to a release published by Los Angeles-based Outward Media.
The service is an internal suppression file—a database used to strip out addresses that should not be mailed—Outward Media built and maintains in the course of its business, which includes email append services.
“We had been using it for our own purposes,” said Paula Chiocchi, president of Outward Media. “We had it. We just hadn’t productized it.”
After she helped a client company clean up its database with the suppression file, the idea for a new revenue stream was born, she said.
For a monthly fee, Outward Media will deliver the whole file and then monthly updates thereafter, said Chiocchi. The file grows by about 8 million records a month, she added.
She conceded the service can’t possibly catch every spam trap because many are closely guarded secrets and new ones are constantly sprouting up, but said it’s a good start.
“You’re never going to get 100 percent of the negative email data, but at least it’s a baseline or a place to start,” said Chiocchi
The service is similar to an offering announced recently by email append company FreshAddress: SafetoSend.