Celerity works with Nectar for email cleansing service
LONDON - Working with Nectar, database company Celerity has launched an email validation service to improve data quality and determine 'bad' or 'bounced' emails that have failed in direct marketing activity.
The new software has been developed with the aim of increasing accuracy, precision and the cost-effectiveness of e-marketing.
The solution uses a combination of external verification, domain syntax and "fuzzy logic" in order to determine potential errors within the address.
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The data management company has revealed that emails are becoming an increasingly popular direct marketing channel because of its low-cost alternative to postal campaigns. However, it does not yet have the equivalent of Postal Address Files used to verify household addresses.
Working with Nectar's data and e-commerce team, Celerity says the software can check and rebuild valuable email data assets with relative ease in comparison with current market alternatives.
Roger Sniezek, head of e-commerce at Nectar owner Loyalty Management UK, said: "Data quality is extremely important to Nectar. Having used Celerity's email validation solution, we were able to validate a large amount of our previously bounced emails."
Celerity provides database management, gone-away management, data cleansing, profiling/analytics and data capture. Clients include Lloyds, TSB, News International, Saab and Sainsbury's.
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Nectar: working with Celerity for data cleansing
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