• by Ray Schultz , July 30, 2019

250ok has entered the email validation market with a product called 250ok Validation, putting it up against firms such as BriteVerify (Validity), FreshAddress, and Neverbounce.  

The service is designed to help marketers make sure their emails are being delivered and properly reported, the company says. 

Tests show that some vendors are underreporting valid addresses and overreporting undeliverable addresses, 250ok claims. 

The company contends s that 250ok Validation beats other services at finding undeliverable addresses, returning less unknown results.

In contrast to vendors that charge for each address passed through their validation system, 250ok charges based on monthly sending volume and considers only unique email addresses, the firm states.   

One user, SeatGeek, is pleased with this scheme. “Unlike other validation tools, I don’t have to worry about paying for addresses I’ve already checked,” states Steven Mastrocola, director of CRM at SeatGeek.

Mastrocola adds, “By only charging per each unique address, I can continuously ensure my lists stay accurate.”

It is not yet clear how this will play out in the market. But 250ok argues that the service fulfills a need. 

 “The more invalid addresses on a list, the greater the chance of damage to sender reputation and overall deliverability, which results in less email ROI and missed customer opportunities,” states Alex Griffis, senior vice president of product at 250ok.