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All good and all bad
comes from the data

Every Email Marketer Needs Impressionwise

As the old bulk messaging adage goes, “All good and bad comes from the data”. It is with this focus in mind that Impressionwise’s data hygiene services are designed to remove non-deliverable data elements while purging any email-based traps, secondary moles, and other third party oversight seeds. This service is designed to help minimize the number of email bounces, keep you off third party blacklists, and enhance the consistency and deliverability of the data provided.

While traditional black list comparison, which consists of your data being compared against a list of trap addresses is widely practiced, it is fundamentally flawed approach to removal of traps. These lists are relatively static and are only as good as the day the data was gathered. The data used is compiled from unknown or unqualified third party sources – someone else’s opinion – and their data is often dated and flawed.

Impressionwise’s on-demand scanning is a new innovative approach in which your data records are scanned against a global view of real-time feedback at the time of the actual cleansing, utilizing no data from aged repositories (such as used by simple black list-based method to scrub against and repost). This type of cleansing model is based on self-learning rule sets designed to catch newly created traps or existing trap configuration changes as they happen. This process ensures a more effective cleansing with minimal to no false positives, in addition to gaining an unprecedented view and insight, revealing hidden aspects of your data not normally found with traditional scrubbing. All of this results in rich, comprehensive reporting of a highly deliverable address list.

Service Highlights

Our background in the world of high-volume marketing gives us a real insider’s edge into this business of professional data hygiene.

  • Professional email data cleansing
  • Validate in bulk or via API
  • Email Validation & De-duplication
  • Industry leading reporting
  • Nafarious Email Classification
  • Engagement Propensity Identification

Complimentary Service Evaluation

Impressiowise makes it easy for potential clients to evaluate our services by offering a complimentary scan and report of a sample set of your data to ensure our services can be benefitial.

  • Results are guaranteed to enlighten
  • Best of all it's fast and free

Performance-Based Benefits

Because your online reputation does not get a second chance

If you attempt to send bulk mail to numerous invalid, non-existent, or worse spam trap email addresses then your mail servers, content, as well as all IPs associated with your campaigns could end up on various blacklists severly inhibiting the performance of your campaign.

Because it comes down to a matter of risk versus reward

Sending good emails to bad lists is worse than sending bad emails to a good list. We've been around the email marketing game long enough to know that even a marginal difference in list quality can result in a major difference in the final outcome.

Because no one cleans email lists better than us

Let the results speak for themselves! Reputation speaks volumes about a company. We invite you to ask around to investigate our established track record. With the deliverable being a non-forgiving, results oriented product, we are confident the results speak for themselves and are well known to many within the bulk messaging industry.


Are you maximizing the opportunity to make
your first impression?

See how Impressionwise could make the difference between a successful campaign outreach or negative hit to your online reputation.

Key Service Features

Impressionwise’s data intelligence platform is based on policy-driven rule sets and real-time scanning algorithms that use a multi-layered approach to identify, validate and protect against a wide range of e-mail-based threats.

Recipient- Level        Domain-Level
snippe.ca International
Spamtrap jim.banesaool.com Key Mis-Stroke
Profane-Laced F^^kutgc.be Spamtrap
Habitual Protestor rharrishois.net Habitual Protestor
Litigator uce.catchvcooley.com Litigator
Malicious sexpunk69southernsign.com SaaS Protected
Fabricated john.evktgihadsfocus.com Parked Site
Decoy Key fake.mx @ affluencefloral.com Invalid DNS
Role Account supportyahoo.com Validated
Non-Deliverable blackholespof.org Mole Network
TLD Trap john.doe64artsolympus.net Non-Deliverable
Key Mis-Stroke johnd%nlashback.com Monitoring Seed
Mobile 8149898723edgemobile.net FTC DNE Quarantine
Validated johndoebpsma.org Clickbot Quarantine
kartrackraceway.com Blackhole

Having so many possibilities within your list is not always a good thing for your sending reputation. Impressionwise's scans and analyzes your data for all possible combinations of known problematic or non-deliverable email addresses. Key cleansing and validation system features include:



Research and profile with real-time,
mutli-layered, data intelligence

  • Threat classification of direct, purpose-built, spam-trap, or honeypot e-mail address(es). Defined as any e-mail messages sent to this address are immediately considered unsolicited leading to its submission to one or more DNSBL site’s.
  • Flagging of indirect mole submission environment's. Collaborating, recipient submission-based or via automated, domain-level, anti-spam solution evidence leading to its submission to a DNSBL.
  • Seed identification of third party oversight email address known to purposely seed their email address(es) for general monitoring of company and company's network resources used.
  • Domain classification of parked or inactive site services providing you the leverage of avoiding sending email traffic to millions of unused and parked website domains. Since parked domains have previously not been configured for email, any recipient sent is by definition, invalid and in most cases considered spam delivered an organic honeypot spam trap network.
  • Cataloguing of known, managed, anti-spam, network protected domains administratively serviced by specific anti-spam organizations that in turn report to other leading spam-advisory sites.
  • Designation of domestic and international domains thru our proprietary non-intrusive geo IP solution in which identifies the IP address of the receiving domain.
  • Disposable email addresses identification, commonly used for one-time online registrations or purchases where the recipient does not wish to provide their primary email address.
  • Domains actively advertised for sale/ cyber-squatting that any mail sent to is blackholed any never seen by a real person.


Enhance deliveribility and engagement
propensity of the recipients with your list

  • Recipient and domain level validation; defined as the inability to actually deliver an email message to intended recipients, receiving domain per RFC standards.
  • Expired/ inactive/ suspended or expired domain validation.
  • Null MX/ Domain Blackhole Verification. Defined as a valid e-mail address to which all messages sent are automatically deleted, and never stored or seen by a real person.
  • Removal of non-deliverable domains and email addresses (DNS validation, parked and invalid TLDs and syntax error emails) based per RFC standards.
  • Role account removal. A role account is an email address that is not associated with a specific person, but rather with an office, position, group or task. Role accounts can be broadly classified as either technical or nontechnical. (i.e. postmaster@, abuse@, sales@, support@, info@, legal@, or inquiries@, etc.)
  • Invalid character field removal – removal of leading and trailing spaces within data fields Removal of invalid TLDs or top level domain extensions as determined by IANA database (The Internet Assigned Numbers Authority)
  • Duplicate address removal.
  • Removal of self learning, recipient address-based, complex pattern recognition algorithms that have the capacity to change and learn from experience. Designed for those dynamic, hard to find HAMY (Hotmail, AOL, MSN, Yahoo) and other top provider traps.


Guard against a wide range of email-based
threats while protecting your online reputation

  • Removal of FTC and industry recognized "Do Not Email" Recipients.
  • Ensure private communication with the elimination of third party oversight email address used for general monitoring of company and company's network resources used. Also this category includes, litigious address removal – removal of litigators and collaborative anti-spam activists historically known to purposely seed their email address(es) for the historical purpose of litigation.
  • Extraction of addresses containing threat strings (bad words, known trap phrases, names, etc.)
  • Expulsion of known, habitual protestors (industry recognized as complainers or screamers) in which have declared they do not wish to receive any form of unsolicited commercial email from any source.
  • Elimination of third party oversight email address used for general monitoring of company and company's network resources used. Also this category includes, litigious address removal – removal of litigators and collaborative anti-spam activists historically known to purposely seed their email address(es) for the historical purpose of litigation.
  • Key ejection. Collection of complex pattern recognition algorithms designed to remove recipient-based, intra-domain traps and moles.
  • Removal of direct traps, indirect mole submission environments, managed anti-spam SaaS and third party oversight seeds. As sourced from publicly observed leading spam advisory and email traffic monitoring sites.
  • Parked site removal of email addresses that after careful scoring and evaluation has been established to be least likely to be responsive or engage.

List Profits

Reporting and Deliverables

Gain an unprecedented view and insight, revealing hidden aspects of your data not normally found with traditional scrubbing

Impressionwise is quite proud or our industry leading, List Profile Report referencing the data we purport to be undeliverable versus validated and trap free. Our line item reporting or detailed documentation of any individual email address removed or labeled as non-deliverable from your list as part of the email validation and cleansing process, is widely regarded as a must.

The Deliverables consist of specifically designed, data exports and accompanying email validation and cleansing report. In order to provide our client’s with the most flexibility and detail, Impressionwise provides you with several, individual exports in a variety of popular delimited formats that are designed to be used individually or in combination to achieve our client’s specific needs. See File Export Specifications for more detail.

The Effect

Historically, clients have widely reported numerous benefits, some not initially thought of, while gauging the overall effectiveness from a list cleaned by Impressionwise. The result can best be summated in what is come to be known as “The Effect”


Enhanced online reputation

Faster more consistent delivery
Expanded delivery foorprint
Increased inbox placement rate


Ideal sending environment

Higher ISP engagement scoring
Prolonged resource usage
Reduced nafarious third party oversight


Higher engagement propensity

Reduced false leads
Increased response rates
Enhanced geo-targeting

While initially our clients usually come to Impressionwise to resolve a specific problem(s) to which Impressionwise has become known industry-wide for, they immediately realize the unanticipated positive effect the additional benefits of a highly effective cleaning thru the data set’s overall effectiveness.

Questions? Please feel free to contact us with any questions you may have regarding our services. If you would like to move forward with our complimentary test scan, simply click on Getting Started to find data transfer and formatting instructions.

Let the results speak for themselves!