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Threat Level Guide

Our cleansing methodology is focused on the health of your sending network resources. The cleaner the domain and IP the better the delivery.

In short:

A Clean List

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Clean Email Resources

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A Highly Deliverable List

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High Recipient Engagement

Threat Intelligence Detail

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 email-based threats. These threats, ranging in severity, are broken down into categories which allows us to provide unprecedented, detailed insight.

Brand/ Network Resource/ Deliverability Harm

If your firm is impacted by threats shown below, you need to take immediate action as a laundry list of negative outcomes have potentially already begun, ranging from significant deliverability issues to service termination from your ESP or ISP. If ignored, your brand reputation could be permanently tarnished and easily become associated in some circles with known spam organizations such as SpamHaus’s ROKSO or other similar blacklists. View threats...

Network Resource/ Deliverability Impact

Below are threats that could cause some significant delivery and reputational issues. At worst, you will experience continued delivery impacts and may be forced to purchase new sending domain and IP resources in order to achieve optimal deliverability. View threats...

Impacted Delivery

The following threats will result in temporal delivery issues, diminishing your campaign's outreach and effectiveness. Prolonged sending of these threats may result in longer lasting temporary blocks leading to eventual permanent blocking of your emails. There is minimal overall brand and sending resource reputational harm from these items. View threats...

In addition to the blacklist threats mentioned above, Impressionwise's Delivery Intelligence scans focus on items that are specific to your list's deliverability that may have a less-lasting negative impact or cause harm to brand and reputation. These categories may impact your ability to deliver, and if hit, may cause unnecessary bouncing.

Address Verification

Once first tiered DNE (do not email) elements (traps, moles, parked sites, etc.) have been removed, the second greatest threat to your message deliverability and eReputation is bounced addresses. Bounces come in many forms, some temporal (mail box full, etc.) while others are permanent notifications (mailbox not found, etc.) Even if you have a trap-free or “clean” list, sending to bounced email addresses can cause great harm as most large ISPs (AOL, Yahoo, Gmail, Hotmail, etc.) use this information in the form of a bounce rate to determine whether or not to accept any future mail from your sending domain.

Failed Domain DNS Validation Invalid Recipient* Malformed Domain Name Malformed Recipient Address

No Domain MX Record Present Non-Responsive Domain MX Null MX/ Domain Black hole

Parked Resources

This site intelligence gives 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 by the owner, any recipient is by definition, invalid and being spammed as they receive email in the form of a catch-all/role account.

Domain Suspended or Expired Parked Site/ Domain

Domain For Sale/Cyber-Squating Domain Pending Renewal or Deletion

Dormant Accounts

Email addresses are not permanent. When there has been no login activity for a long period of time, the recipient account is defined by the provider as “inactive” and turned into a form of unknowing collaborator with no non-delivery report (NDR) indicating “no such user” or “mailbox not found” being sent as a response. Thus any email sent during this period of time before account deactivation is assumed, in the collective, as spam and its email signature mapped and used to block any email to other active recipient accounts within the domain.

Discretionary (Catch-Alls)*

These addresses, commonly referred to as “Accept Alls”, contain a domain-wide setting that accepts every single email received. It can be impossible to determine the validity of the address. These types of email addresses are commonly used in small businesses, and in some cases, the server will accept the emails sent and then bounce it back to the sender. At Impressionwise, we have the ability to determine these addresses are not riddled with spam traps or other severe threats, so a potential bounce is your greatest threat when sending to these recipients. If your list was obtained organically and you are confident in the address's validity, these addresses may be used at your discretion.

* Feature only available with Verification Plus Threats service.

Need help? If you have any questions, please contact us for assistance.

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