By Kevin Ubay-Ubay, Sales Engineer

Global ID Verification is Melissa's powerful cloud service that gives one single, simple way to clean and verify your global contact data. Leverage our experience in name, phone, address, and email validation to gain comprehensive contact checking and identity-level verification.

Our web service may be applied to:

  • Age verification
  • Name-address verification
  • Anti-fraud applications
  • Online shopping cart & eCommerce platforms
  • FinTech/Banking

When you need your contact data checked and verified, Global ID Verification begins with standardizing and validating your records. At this stage, the service will parse and standardize your data as well as check for the following:

  • Name is in a valid format
  • Address is deliverable
  • Email address exists
  • Phone number is callable


  • Full Name: John doe
  • Phone: 8458692102
  • Email:
  • Address Line 1: 1 unicorn
  • City: norwich
  • Administrative Area: Postal
  • Code: NR33AB Country: GB


  • Full Name: John doe
  • Phone: +44 8458692102
  • Email:
  • Address Line 1: :1 Unicorn Rd
  • City: Norwich
  • Administrative Area: Norfolk
  • Postal Code: NR3 3AB
  • Country: GB

In the diagram above, you can see the final result of reformatting. Casings are changed and abbreviations are corrected. Continuing the process, you gain missing street suffixes, phone country dialing codes, missing state/province/administrative area info, and even typographical email domain corrections. For example, will be adjusted to

Next, Global ID Verification evaluates your data against trusted reference data in order to verify each individual's information so you can be confident that names and communication channels are current.

In this verification stage, the web service takes the standardized name, phone, email, and address from the previous stage and performs ID verification. Additional input, such as an individual's national ID, such as a social security number and date of birth can be verified as well; depending on the country of origin.


  • Full Name: John Doe
  • National ID: HJDO840230HVZRRL05
  • Date of birth: 2/30/1984
  • Phone: +56-222-226-8000
  • Email:
  • Address Line 1: Paseo De Los Conquistadores 2000
  • City: Guadalupe
  • Administrative Area: NL
  • Postal Code: 67170
  • Country: MX


  •  KV01 - Address matched

  • KV02 - National ID matched

  • KV03 - First name matched

  • KV04 - Last name matched

  • KV05 Phone number matched

  • KV06 Email matched

  • KV07 Date of birth matched

The diagram above shows how the service will return result codes indicating which information has been matched. By observing what kinds of result codes are returned, you may determine how reliable your data is.

Global ID Verification will be available as a web service hosted on our servers - which means you won't have to worry about updates and maintenance. Information about the countries supported and the level of coverage may be found on our wiki at Sample code and documentation is also provided to help you get a jump start on building applications and services incorporating our ID Verification technology.

By Samuel Chung, QA Programmer

Microsoft Dynamics® CRM has served as an important tool for many organizations to keep track of various key details such as Contacts, Leads, Competitors, and Invoices--in order to maintain overall business success. With Melissa's Dynamics CRM plugins, you can easily verify contact information at the click of a button.

Our plugins are easy to install, configure, and use. Know your contact information is clean and verified when you choose our data quality solutions. Install Global Verify, Personator, or Business Coder and ensure that your contact information is accurate and up-to-date.

Global Verify

Do you have data in your Dynamics CRM environment that requires validation on the global scale? Then, our Global Verify Solution may fit your needs. Global Verify validates names, email addresses, phone numbers, and addresses for over 240 countries.

Here is an example of our service in action: input with a name, email, phone number, and an address into the contact record.


After running our service, the results are as shown:


Scroll down to the bottom of the page, you can see more detailed results as returned by the service. Here is an example of our phone and address details.


In addition, our premium Global Email and Global Phone services offer options such as live validation of those inputs. These services come at an additional cost, but will give you results in real-time. To activate, change your configuration from "Express" to "Premium" for each respective service.


The Personator web service will help you enrich your data for records within the United States and Canada. If your contact record is incomplete--say you only have a name and address--Personator will enrich your record by appending contact data such as an email address or phone number. In addition, it can also append demographics as well as census data.

Here is Personator at work:

After the input has been analyzed, here are the results:


Again, if you would like to see the details of the response, please scroll down to the details section of the page.


For a full list of all possible outputs, please visit the wiki page for each service.

Business Coder

Our Business Coder Solution will append firmographic information, such as revenue, number of employees, SIC/NAICS codes, and business phones. Input using various options, such as website, stock ticker, or address details. Choose which information you want to display or hide.


Dynamics CRM Options

In order to allow users to have more control over how our solutions might work in their environment, we have put certain options in the Configuration of each of our solutions.

Limiting Output

Often, you may not require every single service or field that our solutions offer. For example, if you are using our Global Verify Solution but do not require the use of service outside address verification, you can choose not to run those services. 

In the Configuration tab in the solution explorer, you can uncheck the undesired services at the top. Once unchecked, these fields and tabs will be hidden on the form in order to prevent users from being overwhelmed with unnecessary information. 

This is also true for our Personator and Business Coder solutions. In the section titled "Output Options," you can select which columns to output. The output options that are left unchecked will be hidden on the form as well. All of the output options that are left unchecked will not be sent to the web service. In other words, you will not be charged for fields you do not need on your subscription. 

Here we have a contact with all the output fields available.


We disable some of the options that we do not need:


And all the corresponding fields are now gone from the output.


Verify On Save and Hide Button


These two options work hand in hand. The "Verify On Save" option will allow users to fire the desired service, such as Personator, every time a record is saved. The "Hide Button" option will allow users to hide the "Personator" button that is present on the command ribbon when creating or editing a record. This will allow users to customize their use of these services; particularly if they find certain options undesirable.

Overwrite Input

This option will allow users to choose whether or not they would like our services to fill in the out-of-the-box fields in Dynamics CRM. For example, if a user would like to correct the user input for the address using our Personator service, they can leave this option checked in the configuration. In addition, this will allow users to fill in other out of the box fields wherever applicable, such as the longitude and latitude fields when using our Personator or Global Verify solutions. As you can see in the image below, the phone number was added to the Contact as well as the Street Name corrected from "Glenmont" to "Glenmont Dr."


By Allison Moon, Global Phone Channel Manager

For most businesses, it's important for you to keep contact with clients, which means ensuring that the correct contact information is always available. Using Melissa's Global Phone Cloud Service, you can check on phone number validity, activity status, and also distinguish between landlines, cell phones, append geographical information, access real-time lookups, and more.

Integrating and uplifting your business with the Melissa Global Phone Cloud Service provides multiple capabilities. By using the service, you can sift out landlines and mobile numbers and execute custom communication techniques to each type. For example, if a number is detected to be a cell phone, then SMS messages can be sent to alert them of credit limits or send messages about arriving packages.

Service Level Capabilities

The Global Phone Cloud Service has two levels of capabilities that cater to different users. Our Express level is the default and primary step to phone validation. With this level, you'll be able to access our line-range data as well as our database of known phone numbers. This determines validity, phone type, carrier information, and appends geographical information (e.g. predominant language spoken in the area, general latitude/longitude points, city name, etc.). Premium level users will get all the capabilities of the Express level, as well as access to real-time lookups for more accurate phone type and active number detection.

Another major capability of the new service is our Suggestion feature. Suggestions are now returned for numbers that were undetermined on input. If a single request is sent, and we are unable to validate it with the data set on input, the response will include an array of possible countries where the number exists. This can be useful in determining alternatives to the inputted data and help you narrow the search to your point of contact.

Version: "",
TransmissionReference: "",
TransmissionResults: "",
Records: [
RecordID: "1",
Results: "PE04",
PhoneNumber: "",
AdministrativeArea: "",
CountryAbbreviation: "",
CountryName: "",
Carrier: "",
DST: "",
Language: "",
Latitude: "",
Locality: "",
Longitude: "",
PhoneInternationalPrefix: "",
PhoneCountryDialingCode: "",
PhoneNationPrefix: "",
PhoneNationalDestinationCode: "",
PhoneSubscriberNumber: "",
UTC: "",
Suggestions: [
RecordID: 1
Results: PS01,PS08,PS20
PhoneNumber: 94941135624
CountryAbbreviation: LU
CountryName: Luxembourg
Carrier: Entreprise des Postes et Télécommunications
Language: French
Latitude: 49.60000000
Longitude: 6.15000000
PhoneCountryDialingCode: 352
PhoneNationalDestinationCode: 949
PhoneSubscriberNumber: 41135624
UTC: +01:00
RecordID: 2
Results: PS01,PS08,PS20
PhoneNumber: 94941135624
AdministrativeArea: Uusimaa Helsinki
CountryAbbreviation: FI
CountryName: Finland
Carrier: Elisa Oyj
Language: Finnish
Latitude: 60.169812
Longitude: 24.93824
PhoneCountryDialingCode: 358
PhoneNationPrefix: 0
PhoneNationalDestinationCode: 9
PhoneSubscriberNumber: 4941135624
UTC: +02:00

The Best Way to Stay in Touch

Keeping a well-cleansed database of active phone numbers can allow you to keep close communications with your customers and keep your customer relations strong. Learn more.


By Edward Dombrowski Data Quality Analyst

Maybe you're already familiar with the way Express Entry and Express Entry Desktop Edition can autocomplete addresses - just select the country and type in the beginning of an address, and the service can fill in the missing information, using address data from over 240 countries.


But did you know the many benefits to autocompleting addresses? Increased efficiency, a single view of the customer at the point-of-entry, and increased security, to name a few.

With Express Entry Desktop Edition, you can easily enter complete addresses with 50 percent less keystrokes, with the bonus (since it uses the Express Entry service) that the addresses are already verified.

When you receive a complete address from the service, you can also geocode it easily with the click of the 'verify' button. Also, Express Entry Desktop Edition's system of templates gives you the flexibility you need to efficiently fill out any form in Windows or on the Web without having to code a solution.

global-address-autocompletion-ee-desktop-step1[1].png global-address-autocompletion-ee-desktop-step2[1].pngglobal-address-autocompletion-ee-desktop-step3[1].png

Another benefit to using Express Entry is the single view of the customer at the point-of-entry. This way, duplication in your database is controlled from the start. Express Entry's standardized addresses are consistent as they have pre-directionals, ordinals, suffixes, and post-directionals already abbreviated throughout.

Standardized addresses mean that you won't have to deduplicate customer tables by address. There are no addresses in Express Entry data that do not conform to the standard.

There may be one benefit you haven't thought of: fraud prevention. When a user selects a verified and standardized address on your form, or your Customer Service Representative enters an address through Express Entry Desktop's GUI, your confidence that the customer is who they say they are is increased. It becomes easier to separate real addresses from the fake ones.

Express Entry data is built from multiple sources so you can rest assured that address data is correct. If your Customer Service Center takes in addresses, Express Entry Desktop Edition can help your Customer Service Representatives enter them in more quickly.

For more info on Express Entry, go to:

jQuery UI and Auto-Complete Address Entry

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By Ian Elliot, i-Programmer Author

jQuery UI has a little-known feature that makes interactive auto-complete very easy. In this hands-on tutorial we put it together with the cloud-based Global Express Entry address auto-complete service from Melissa to smooth over one of the biggest problems in getting users to sign up.

There are many things that users hate having to do on a website, but they all come down to the same thing - they hate having to do work. Of all of the things you can ask a user to do, typing in their name and address probably qualifies as one that involves most work. How many potential customers give up on a purchase because they find typing in a full address too irksome. Even if they do go through with it, how can you be sure they have done it correctly. Most users aren't expert typists and easily make a mess of their data entry. The cost of trying to ship something to an invalid address is obvious.

The best idea is to provide instant feedback on any data entry field. Don't wait until they have finished the complete form and then nag them about some mistake you could have picked up while the field had the focus. If possible provide autocomplete so that as they type their choice is narrowed down to the point where they can simply click to select a data-perfect validated entry.

This is where jQuery UI's autocomplete widget comes into the picture. It makes adding autocomplete to any field that can accept input. As an example of using it let's make an autocomplete feature for an address - the most work you can ask a user to perform - using a cloud service that is remarkable for its ease of use and comprehensive coverage,

Provided with the bare minimum of an address, Melissa Global Express Entry, will autocomplete and verify an address from anywhere in the world returning a full address in the standard format accepted in the country concerned. Any address can be converted into the "Latin" alphabet and, to aid delivery services, maps showing the latitude and longitude based on Google maps are provided. The onsite demo has examples and lets you experiment freely:


Obviously, not all countries are verified to the same level, but I think you'll be impressed by coverage of over 250 countries with 200 of them at street level or better.


You can see a full list of coverage at: Address Coverage by Country. Currently there are 51 countries at address verification level 2, locality, the lowest level represented, including Antarctica, British Virgin Islands and Western Sahara. A further 77 countries, including Afghanistan, Barbados, Bolivia, China and Ghana are at level 3. The most common classification, 77 countries, is level 4 which applies to Japan, India and many European countries, including Austria, Belgium and Spain. Level 5, which get to individual premises is available for 30 countries, notably USA, Canada, Australia, Russia, France, Germany, Greece and the UK. 

With regard to mapping, this is provided at locality level for Hong Kong, at the equivalent of address level 4 for 33 countries including Australia and most of Europe and at the equivalent of the top level for USA, Canada, Australia, Czech Republic, Germany, Russia, and Ukraine. 

The cloud service uses a simple REST API and returns XML or JSON. You can also use a desktop version and there are plugins for Excel and other apps. 

Adding Express Entry 

Here we look at adding it to a simple form.

To try this example you will need a key which you can get as part of a free trial. 

First we need to use jQuery to add autocomplete to a form element. 

<link rel="stylesheet" href="//">
<script src="//"></script>

Basically all we are doing here is loading the latest jQuery, jQuery UI and a basic stylesheet. Update to the latest version of any of these in the future and everything should still work. 

We also need a basic form to input some addresses. As with all examples, the simpler the better:

<form onsubmit="return false;">
 <input id="address" type="text" 
 <textarea cols="40" rows="6" id="result" 
 <button id ="clearbutton">Clear</button>

You can see that we have an input text field for the user to start to type the address and a text area ready to display the address. 

The way that the autocomplete widget works is very simple and typical of the way all jQuery UI widgets work. To create the widget all you do is call its constructor function, which always has the name together with an options object which specifies how it looks and behaves.

In the case of the autocomplete widget, all we have to do to add the feature to the address text field  is:


Of course, we have to specify options to make it do what we want. 

The most important option is source which specifies where the autocomplete data comes from. It can be an array of strings or an object containing label value pairs or it can be a URL as a string or a function.  

The array of label value pairs is particularly useful because the label is shown to the user so that they can pick the correct autocomplete, but it is the value that is inserted into the field. This allows you to provide the user with data in one format, but enter it in another. 

The array and strings option is used to provide local autocomplete data the other two are used when the data comes from a server. 

For example:

    source: ["choice1", "choice2","choice3"] 

In this case when the user types a c the list of three possible autocompletes appears.


Notice that autocomplete is doing quite a lot of work for you. You don't have to arrange the data or select what is going to appear when the user types. In addition, if the user selects one of the items it is entered into the field.

Using local data in this way has the advantage of being fast, but in most cases the autocomplete is going to be far more complicated and you are going to need to contact a remote server. The autocomplete widget allows you to specify a URL that it will get a JSON or JSONP response. In this case it doesn't filter the result and so the server needs to use the GET query parameter term to find out what the user is typing. 

In most cases you are going to want to use the final option, which is to provide a function that gets and processes the data. This function has two parameters - a request object with a single term property which stores what the user has types so far, and a response callback which has a single parameter which is the data to suggest to the user as string or an array. 

So for example:

    source: function(request,response){
      get the data from the server passing
      request.term as the expression to be


More on Melissa Express Entry:

Article Copyright © 2017 All Rights Reserved.


By Joseph Vertido, Data Quality Solutions Manager

In our BusinessCoder Cloud Service, we've compiled and consolidated a multisource, central database of over 25 million records to provide the most comprehensive source for retrieving business demographics, known as firmographics. The firmographics reveal fundamental characteristics about companies and organizations, an essential element for successful B2B interactions.

Melissa's BusinessCoder Cloud Service exposes an array of firmographic information including:


  • Full Address
  • Business Name
  • Phone Number


  • Number of Employees
  • Sales Volume

Industry Classification

  • SIC Codes and Descriptions
  • NAICS Codes and Descriptions

Location Information

  • Location Type (Headquarters, Branch, etc.)
  • Business or Residential Address Indicator

Geo Information

  • Latitude/Longitude
  • Census and County

Other Information

  • Web Address
  • Stock Ticker


In essence, firmographics are to businesses what demographics are to consumers. Gaining insight through firmographics allows you to achieve marketing segmentation as well as targeted marketing. Although many still practice mass/generalized marketing strategies, these efforts may prove less cost effective.

By leveraging firmographics, we gain knowledge of a business' profile such as size, location, industry, and company value. This ultimately allows us to categorize and optimize marketing strategies for each one. Such is the nature of marketing segmentation. For example, a commonly used criterion for categorization would be a business' size. Tailoring marketing efforts based on the size or value of a business allows for a more optimized approach that caters specifically to the needs of each prospect.

Firmographics also helps find high value prospects for a targeted marketing approach. For example, through the SIC and NAICS codes, we can determine businesses categorized as healthcare, banking, software, or any other industry that is of most interest for targeted marketing.

Another issue that Melissa's BusinessCoder Cloud Service addresses is loss of opportunity from outdated contact information. The service is driven by high quality data, in order to provide you with updated business contact information.

As we gain more insight on our business prospects, we also open the door to improved strategic marketing opportunities which will be more receptive to B2B prospects. Empower your data and take advantage of firmographics. Move away from a generalized marketing approach to a more strategic approach like marketing segmentation and targeted marketing.

Retrieving Data

The search function of the BusinessCoder Cloud Service in itself is quite unique. The service allows for querying data using any of the following information:

  • Address and Business Name (Optional)
  • Phone Number
  • Web Address
  • Stock Ticker

For example, by simply entering just a business' phone number, you can retrieve all other information including the address, stock ticker, web address, SIC/NAIS codes, employee size, etc. This kind of flexibility allows for different ways to access to all the information on business firmographics.


Take advantage of Melissa's latest product, the BusinessCoder Cloud Service. Enrich your B2B data with firmographics. Improve marketing strategies and your overall ROI by increasing your prospects receptiveness.

If you'd like more information on BusinessCoder or would like to demo the API, visit the following link:

Validating Global Phone Numbers 101: A Quick, Easy Tutorial

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By Allison Moon Data Quality Analyst 

With the advent of global communications and business, chances are you are not only capturing addresses of your contacts, but contact phone numbers as well. This is where Melissa's Global Phone Object comes into play.

Global Phone Object validates registered phone numbers in more than 240 countries and territories, as well as enrich your data by appending information such as latitude, longitude, city, predominant language spoken, and more.

Setting up the object is quick and easy, especially if you're a current customer of any other Melissa API.

Here's a quick tutorial:

First, add the Phone Object DLL or .SL file to your project and instantiate an instance of the Global Phone Object:

SET globalPhonePtr as NEW Instance of GlobalPhone

Second, set your license string: 
CALL SetLicenseString WITH LicenseString

Next, initialize the data files:
CALL Initialize WITH DataPath RETURNING Result
IF Result <> 0 THEN
     CALL GetInitializeErrorString RETURNING
    PRING "Error: " & ErrorString

Now you're ready to start validating phone numbers! Using the 'Lookup' method, you can now loop through and feed your contact phone numbers through the object. For best results, pass in both the phone number and country associated with it with the Lookup method. If you require all the digits necessary for dialing internationally from your country, you will also need to pass in the Country of Origin (e.g. the country from which the caller is dialing from).

The outputs returned from the Global Phone Object are useful for call-centers or businesses that would benefit from knowing about the general area the contact is located. For instance, the UTC (Universal Time Code) output can help the caller schedule an appropriate time to dial the contact and the language output can provide the caller information on the language most comfortable for the contact.

The appended regional information, such as the latitude, longitude, locality (city), and administrative area (state) can be sued to get a general sense of where the majority of your contacts are located.

If you're capturing international contact information, the Global Phone Object will be a useful tool in determining registered phone numbers, standardizing phone number formats, and understanding more about where the contact is located.


To test Global Phone for free, go to:



By Kevin Ubay-Ubay, Channel Manager

Managing leads and contacts in Salesforce can be quite a hassle. With Salesforce being a cloud CRM, you could imagine a situation where multiple people from various sales centers are entering addresses, phones, and emails into a single Salesforce org. Chances are very likely that some of that data could have been entered incorrectly. This is a costly mistake in terms of the amount of time and effort it would take to determine and track which records are indeed good and valid. Listware for Salesforce is an app that brings in various data quality tools to clean and update addresses, phones, emails, and names globally.

Here are some of Listware's capabilities:

  • Verifies and standardizes international name, address, phone, and email information
  • Reduces keystrokes by 50% with address auto-completion
  • Appends missing email, phone, address, demographic, and geographic information to improve sales and marketing efficiency

Taking a Closer Look at Listware

When you bring up a customer contact on Salesforce, you may find yourself asking these questions:

  • Is this person's address indeed deliverable?
  • Can I call this phone number?
  • Can I contact this person by email?

Listware can answer these questions for you. Packaged in the app is a global/international component that can validate (determine if they exist and are deliverable) and standardize (ensure that the address is written in its correct mailing format) addresses in over 240 countries and territories. In addition, geocoding (latitude/longitude) is also available for 40+ countries.

For email addresses, the global component can parse, correct typographical errors, standardize, and perform validation down to the mailbox level. The real-time email mailbox validation removes up to 95% of bad emails. For phone numbers, Listware can examine international phone numbers and indicate if the phone number is valid for the region, and if any area code updates are needed.


Global Address Auto-Completion

Want to prevent bad addresses from being entered into your Salesforce org? With Listware's address auto-completion, not only are you preventing typos, but you're also reducing the number of keystrokes and the time to enter in a new contact. Simply start typing in an address and suggestions will start to appear:


You can also enter addresses by first specifying the postal code which will narrow down the number of possible street addresses:


Enabling address auto-completion can be done for any object (including custom) by adding in a custom VisualForce page containing the address auto-completion component.

Determining the True Identity of a Customer

In addition to standardizing and validating the address, phone, name, and email, Listware can perform additional operations such as verification and append records within the U.S. What if you wanted to know if there actually is a person with a specific name living at an address? Whether the phone number is indeed associated with the name and address? Listware can answer this by indicating which pieces of your contact record (name/address/phone/email) correspond with each other.

Sometimes, you may also have gaps in your contact data. For example, you may have the person's name and address, but not their phone and email. Listware's U.S. component can append any missing data it can find.

Listware's U.S. component also provides move updates. In short, by examining the name and address, we can do a check to see if the person has moved to another location and return back their latest address to you.

Batch Processing

Some users may already have a large amount of existing records in their Salesforce org that need to be standardized and validated. For situations like this, Listware provides a simple way to start up batch jobs that will run through all your records in one swipe:


After processing all your records, you can view a summary of the results and search through your records with various parameters including the result codes:


Property & Mortgage Information

Listware can also provide property & mortgage data for over 140 million U.S. properties. Here are some fields of information that can be returned:

  • Owner name and address
  • Parcel range, section, township & zoning
  • Number of bedrooms & baths
  • Appraised & market values for the property
  • Date when property was last sold
  • Mortgage lender name, amount & type

An ideal feature for investors and real estate professionals, these categories of information are very important to those interested in finding real estate trends.

Custom Objects

Any Salesforce object (whether it's a custom or standard) can be used within Listware. By default, Listware is only enabled for Lead, Account, and Contact objects. You can also request an enterprise key by speaking with one of our sales reps that will support other objects, including custom ones. Simply put, for any object that you want to use, just tell Listware where all the data is by mapping the input and output fields:


Custom Objects

So that's an overview of Listware for Salesforce. If you'd like, you can test all these features by trying Listware for free.

Just look for us on the AppExchange: ( and install the plugin.

For more info, go to:


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

Melissa recently introduced several improvements and new features to its Global Email Verification Solution - an all-in-one real-time email mailbox validation and correction service. Here's a quick list of our latest improvements:

  • Improved fuzzy matching of domain corrections
  • Updated our TLD database with the newest ICANN info
  • Increased control over the freshness of data returned
  • Better unknown status detection capability

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.

Using the Global Email Verification Solution to Protect & Increase Your Email Reputation Score

What does email reputation mean? A big part of a marketer's campaign is email marketing campaigns. 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 emails in the future 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 see less intrusive filtering only applied to individual emails and email campaigns instead of blanket IP addresses. It would be definitely 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 email campaigns on a new or more reputable IP to see better return on investment. This would start your email reputation on a clean slate. As a disclaimer, we are not sure how feasible this would be for everybody, but your team will need to discuss internally.

However, using our service on 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 utilize.

For more info, go to:

Matchcode Caveats - How to Solve Them

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By Tim Sidor, Data Quality Analyst

"The more advanced I make my matchcode, the more duplicates I'll identify."

This is an assumption - true or false - that many of our new users to MatchUp make, but often leads to false dupes, no dupes, or a process that seems to run forever.


Adding more columns of conditions, can be looked at as 'just adding more ways to return more duplicates.' This additional criteria may or may not result in accurate groups, as you may have actually loosened up your intended criteria. On the flip side, adding matchcode components may result in less duplicates as you may have tightened up your rules too much. Applying fuzzy algorithms (without thoroughly testing) will lead to a slower process, but may not return a significant number of additional matches (diminishing returns of accuracy/speed vs complexity/inefficiency).

"What can I do?"

When learning to use MatchUp, we always suggest starting with the basics - a simple default matchcode that we distribute, and a small data set. This allows you to quickly run and analyze how the matchcode performed against the data. Then make small changes - tweaking the matchcode and repeating the process or running a slightly altered data set with a few variations in format or data values. Eventually, you will migrate towards your end goal of incorporating your business rules into the matching strategy (the matchcode) with your production data.


By following any of the above disciplined paths, you will more quickly arrive at your goal and with a better understanding of how to create the best matchcode for your environment. No diagonal shortcuts!

"OK, I already went straight to 'Production Data and a Custom Matchcode,' what do I do?"

First, evaluate the Result Codes and Dupe Group output properties. In addition to telling you the output disposition of a record (unique, group winner, duplicate, etc.), the Result Codes will tell you which matchcode combination (which column of checkmarks in the matchcode) caused the record to match in a particular Dupe Group. If you find out that a particular column is never finding a match, or never finding a match that another column hasn't already found - you should consider removing it. This may also prompt you to remove duplicated component types which may have been used with alternate settings, from the matchcode. After re-evaluating the remaining components, and concluding they still represent a valid strategy, you may find that your process returns more accurate results AND processes much quicker.

"Can my process run faster?"

Yes, MatchUp uses an advanced clustering method to find duplicates and creating advanced matchcodes prevent efficient clustering, thus slowing processes down. For example, we had a customer who we had drop a matchcode component with a fuzzy setting from the second position to below another component which was using an exact setting (and in all columns). Their process decreased from 47 hours to under 4 - by making this simple change. Expanding on the diminishing returns concept - if an exact matchcode, for example, returns 20,000 duplicates from a 1,000,000 record set - is changing all components to a fuzzy algorithm and then returning 20,003 duplicates worth a process that takes 4x to run?

"What about that Result Code that tells me a specific combination returned a false dupe?" or "Why did these records not match under my rules?"

For details on how a matchcode relates to your data, click here for easy guidance to understanding your matchcode rules, and remember, test thoroughly!

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