NEWTON, MA (November 5, 2009) The Direct Marketing Association (DMA) at its annual conference in San Diego, CA last month announced the winners for its inaugural DMA Future Innovators Awards, which recognize innovative advances being made in the field of marketing. The DMA presented its award to FreshAddress, Inc. for its development of Real-time Email Address Correction Technology (REACT).

FreshAddress, Inc.'s REACT is a "spell-check" system that can correct common typos and inadvertent errors in email addresses. Based on an analysis of over one billion email addresses, the system examines the email domain, recognizes common key stroking errors, missed letters, duplicated letters, etc., and can literally undo a typo. The service can be provided on a batch basis to process a list of email addresses or on a customer website or web-enabled point-of-sale or call center system to correct email address typos in real-time.

"With an error rate ranging from 2% to 20% for email address registrations, the opportunity cost of not correcting these can be millions of dollars for retailers, marketers and non-profits," stated Austin Bliss, President of FreshAddress.

Judges, comprised of the direct marketing community's best and brightest, reviewed the submissions based on three main criteria: how innovative the product or service is, the impact the product or service has on an end user, and the value that the product or service can provide to the global marketing community.

The complete list of 2009 DMA Future Innovators Awards winners include:

  • BLI messaging
  • Epsilon Sonar
  • FreshAddress, Inc.
  • Global-Z Real Time
  • Neustar
  • NextMark Mailing List
  • Portrait Software
  • Unica Interactive Marketing

The awards will be presented each year to suppliers of new products or services exhibiting at DMA’s annual conference that are deemed the most influential in improving the global marketing community in the previous year.