Custom actions are .dll components built with Extended MAPI and C++ or Delphi in such a way that they can be invoked by Rules Wizard. See http://www.slipstick.com/addins/custom.htm for code samples and commercial actions.
If you are using Outlook 2002 or later, you can create a rule with a "run a script" action that invokes not a "script" but a public VBA subroutine with a MailItem or MeetingItem argument, e.g.
Public Sub MyRuleScript(ThisMessage as MailItem)
MsgBox "The subject of this message is " & ThisMessage.Subject
' other code to work with ThisMessage
End Sub
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