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Deliverability & Email Validation

Deliverability depends on multiple factors. When preparing to deploy an email marketing campaign, ask yourself the following questions:

  • Is the message personalized and relevant to the recipient?
  • Does the email campaign comply with the CAN-SPAM Act?
  • Is the email list clean and void of hard bounces?

Exact Data validates every email list prior to list turnover. This means each email is put through the following process:

  • Email address syntax check. We remove addresses that don’t resemble legitimate addresses such as, donald!@$aol,com, etc.
  • Availability of the domain of email address. We check the availability of the domain. For example, we verify valid addresses like or, and mark nonexistent domains as "invalid" and remove them from your list.
  • Existence of the email address on its mail server. We establish an SMTP connection with the mail server for each address individually.

By starting with a clean, validated list, you will improve your deliverability rate and enjoy greater success.

We offer Email Validation as a service for our client’s lists too! We’ll take your current email list and return full reporting including the current status on each email address.

For more information or to speak with a Sales Representative, please call us at 877-440-3282 or send an email to

Common FAQ

  • What results can I expect?
  • What does it mean to have "white-listed IPs"?
  • Do I need both HTML and text versions of my email?
  • Talk to me about CAN-SPAM compliance.

    All of the emails in our database are opt-in and CAN-SPAM compliant, but that is only half the battle. We urge our clients to read the FTC’s guidelines on CAN-SPAM compliance when writing their email creative to avoid potential pitfalls.

  • Can I purchase emails from Exact Data and deploy them myself?

    Yes. However, we can only guarantee 100% deliverability if we deploy the campaign for you.

  • What are "best practices" when it comes to designing an email creative?

    Remember that people see hundreds of emails a day, and yours needs to be unique and stand out. In general, use bright yet professional designs. Use eye-catching (but not misleading) subject lines, and most importantly, include a strong call to action. What do you want your audience to do after opening? What are the goals of your campaign?

  • What reporting should I expect after the email campaign has deployed?

    After we deploy your email campaign, you’ll receive a detailed analytics report stating how many emails were deployed, how many were delivered, the amount of opens, the total clicks within those opens, as well as the click through rates with 48-72 hours.

  • What is Exact Data's data source?

    Exact Data sources consumer data from a national database with approximately 210 million names, postal addresses, and telephone numbers, with approximately 700 selects, originating from over 2,000 different sources. Exact Data overlays its permission compliant, opt-in email address database from over 100 sources on that national database, to make what we believe is the best, most accurate and up to date multi-channel consumer database on the market. Exact Data’s business data is sourced from national databases totaling approximately 100 million business names, email and postal addresses, and telephone numbers, originating from hundreds of different sources. Selects include but are not limited to SIC code, job title, and employee size.

  • Does Exact Data offer performance guarantees?

    We guarantee a 100% delivery rate for email (when deployed by Exact Data). Since marketing campaigns in general rely on many different factors (quality of products, advertisement, etc.), we can only guarantee your messages will be received.

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