SafeToSend® Email Quality Score

Turn Email Lists Into Strategic Assets with Quality Score

Not all contacts are created equal. You know this. Still, day after day, inboxes fill with generic blasts sent to databases that no longer deserve the name. This isn’t negligence. It’s inertia. A habit born from limited visibility.

You segment by engagement, demographics, maybe purchases. It’s the best you can do with what you see, but it’s not the whole story. You’re making judgment calls with incomplete data, siloed signals, and assumptions that don’t always hold.

• What if the contacts marked “inactive” are alive and well… just not responding to you?
• What if the “engaged” are ghosts from a warm list, skewing your stats but never going to convert?

There’s a deeper signal. One that doesn’t live in your email platform. It lives in patterns of behavior across the web, in commerce activity, in device usage, in signals flowing through a broader network that most marketers never tap.

That’s where SafeToSend’s Email Address Quality Score steps in.

One Metric To Changes the Way You Work

There are email addresses in your system right now that are far more valuable than you realize. And there are others that are weighing you down, drawing focus, spend, and time without return.

Our Quality Score is a lens, not a label. It doesn’t judge. It reveals.

Built on a machine learning model trained on billions of behavioral and transactional signals — opens, clicks, site visits, shopping activity, category interests, spend propensity — it ranks each email by its real-world performance potential.

Not theoretical engagement. Not inferred interest. Not recency-based bias. Actual, observable indicators of life, movement, value.

It doesn’t just show you who clicked your last campaign. It informs you of who clicked anywhere. It sees patterns across publishers, retailers, nonprofits, and beyond. Your audience isn’t confined to your touchpoints. And your data strategy shouldn’t be either.

Understand the Human Behind the Handle

You’re not just marketing to inboxes. You’re marketing to people. And those people leave trails.

Some check email once a day. Some bounce from address to address. Some shop frequently, respond quickly, read widely. Some don’t. The Quality Score captures these distinctions, drawing from:

• Usage frequency and behavioral patterns across platforms and time
• Breadth and depth of activity sources tied to an email identity
• Overall digital footprint of how present and persistent the address is online
• Purchase frequency and categories, both online and offline
• Signals of spending propensity, not just past behavior but future likelihood

It does more than clean a list. It clarifies a picture. Who’s worth re-engaging? Who’s just not there? Where should your next campaign land, and where should it skip?

This is how you move from list hygiene to list intelligence.

Better Segmentation

Redefine How You Segment Audiences

Marketers are always refining audiences, testing new creatives, and adjusting timing. But if the underlying segmentation is built on partial visibility, those refinements just shift variables around noise.

Quality Score redefines how you segment. Not with guesswork, but with clarity:

• Prioritize emails that match the behavioral DNA of your best customers
• Customize offers and creative for top-ranked addresses more likely to convert
• Suppress low-quality contacts that degrade campaign performance
• Optimize reactivation campaigns by targeting dormant addresses with strong digital footprints
• Make smarter decisions on lead sources grounded in real data, not sales pitch promises

When segmentation starts with behavioral probability — not just past opens — you build campaigns that anticipate results rather than hope for them.

Improve Lookalike Modeling

Lookalikes That Actually Act the Part

Lookalike modeling isn’t new. But the effectiveness depends entirely on the quality of the original profile. Garbage in, garbage out.

With Quality Score, you can define your best audience not by generic success criteria, but by the unique behavioral and commercial patterns of your highest-converting subscribers. Want more customers like the ones who buy, engage, and return? Start by understanding what those customers’ email identities look like across the internet.

Our score helps you pinpoint not just similar demographics, but similar behavior. That’s what leads to performance. This is audience expansion with purpose. No more casting wide nets. Now you can scale with precision.

Increase Email Deliverability

Inbox Placement Begins With Value

It’s a delicate game. Engagement-based filters like Gmail’s don’t just watch for opens and clicks. They track consistency, recency, and sender reputation.

Your emails land better when your audience behaves better. And your audience behaves better when you send smarter.

Quality Score gives you a way to focus your mailings on the addresses most likely to respond — not just to you, but to anyone. This simple shift protects your deliverability, improves inbox rates, and makes every message count more.

You don’t need to suppress aggressively. You just need to prioritize intelligently.

Reactivate Dormant Lists

A Smarter Way to Reengage

Dormant lists are a risk. But they’re also an opportunity. Somewhere in that old file of leads or long-time-no-sees is a segment that still has potential.

The problem is you can’t tell which is which with limited data.

Quality Score taps into a larger network of behavioral signals to find the ones that are still alive. The email address you haven’t mailed in a year might be someone else’s top responder. That’s a reactivation opportunity you would’ve otherwise missed.

Now, instead of blasting to a cold list, you can warm it with confidence. Reengage the right contacts. Leave the dead weight behind.

Machine Learning Applied to Marketing Realities

This isn’t a black-box model invented in a vacuum. Quality Score is designed to solve the actual decisions marketers make every day.

• Which audiences should I invest in?
• Which leads should I prioritize?
• Which campaigns should I suppress or expand?
• Which segments drive real ROI?

The model learns and expands its accuracy through a much broader lens. Billions of behavioral signals from across the internet feed its insights. That’s what makes it dynamic, adaptive, and actionable. This is where data science becomes strategy.

From Data-Driven to Decision-Driven

Not Every Address Deserves Attention. But Some Deserve More.

Most marketers say they’re data-driven. The real question is whether the data actually drives the decision. With Quality Score, it does.

You’re not optimizing for open rates. You’re optimizing for business impact. You’re deciding who to reach based on proven likelihood to act, buy, engage, and influence.

It’s a mindset shift: from counting touches to measuring resonance. Email becomes a channel of precision, not just persistence.

What if you could stop treating every email as equal?
What if you could focus more energy on the ones that matter, and see results compound?

That’s the promise of the Quality Score. Intelligence that elevates everything you already do. Your campaigns, your strategy, your outcomes. Better lists don’t come from more data. They come from the right perspective. AtData gives you that perspective.