Email validation is no longer just about whether an address is formatted correctly or can receive mail. Businesses also need signals that help them understand the quality, usefulness and potential value of an email record.
To this end, Melissa’s Global Email Web Service now includes a new field currently in beta: ActivityLevel.
What Is ActivityLevel?
ActivityLevel exposes Melissa’s observed activity level for an individual email address. It returns one of three simple values:
This gives users a quick way to understand how active or “popular” an email appears to be based on Melissa’s observed activity metadata.
During the initial rollout and beta phase, most emails are expected to return Medium. Over the coming year, customers should expect to see more variation as additional internet activity is observed.
Built Into DCS Automatically
ActivityLevel is also factored into Global Email’s DeliverabilityConfidenceScore (DCS) automatically, potentially increasing or decreasing scores by a few points.
That means existing customers who already use DCS benefit from this enhancement without changing their workflows, updating business rules or adding new logic. For customers who want more visibility, ActivityLevel is also available as a separate field.
How Customers Can Use ActivityLevel
ActivityLevel gives users another signal to support smarter email decisions. Possible use cases include:
Prioritizing outreach
High-activity emails may be stronger candidates for sales, marketing or customer engagement campaigns.
Improving lead scoring
ActivityLevel can be added as a lightweight signal in existing lead scoring models, alongside engagement, purchase or signup data.
Supporting contact trust decisions
When combined with email deliverability, name, phone, address and IP intelligence, ActivityLevel can help create a more complete view of a contact record.
Analyzing data quality by source
Businesses can compare ActivityLevel across signup forms, acquisition channels, customer segments or legacy databases to better understand list quality.
Examples
Global Email Web Service Request: https://globalemail.melissadata.net/v4/WEB/GlobalEmail/doGlobalEmail?t=ActivityLevel_Example&id=&format=json&email=high_activity_test@troteclaser.com
Response:
{
"Version": "9.4.1.X",
"TransmissionReference": "ActivityLevel_Example",
"TransmissionResults": "",
"TotalRecords": "1",
"Records": [
{
"RecordID": "1",
"DeliverabilityConfidenceScore": "66",
"Results": "ES01,ES06,ES21",
"EmailAddress": "high_activity_test@troteclaser.com",
…,
"ActivityLevel": "high"
}
]
}
Get More From Global Email
Global Email Web Service helps businesses verify, correct and enrich email addresses to reduce bounce rates, improve data quality and support better customer communication.
ActivityLevel is yet another useful signal that not only improves DCS calculations, but can be independently leveraged for better understanding of email records.