Summary
The perceived value of ReturnPath (now Validity) Certification for email deliverability is highly variable. While some sources, particularly the official documentation, emphasize benefits like improved deliverability to Microsoft (Outlook/Hotmail) addresses, reputation monitoring, and access to resources, many practitioners express skepticism. Several emphasize that certification is not a substitute for fundamental email best practices, and that it might be unnecessary or even a waste of money for smaller senders or those without significant deliverability issues to Microsoft. The usefulness also depends on the sender's volume, their focus on Microsoft addresses, and the maturity of their email program. Opinions range from 'not worth the money' to 'provides peace of mind,' highlighting that it is a solution that fits some companies, but not all.
Key findings
- Microsoft Focus: The primary benefit of ReturnPath Certification appears to be improved deliverability to Microsoft (Outlook.com, Hotmail) addresses.
- Not a Substitute for Best Practices: Certification is not a replacement for foundational email marketing best practices like list hygiene, authentication, and engagement optimization.
- Cost-Benefit Analysis: The cost-effectiveness of ReturnPath Certification is highly dependent on the sender's size, the proportion of Microsoft addresses on their list, and the severity of their deliverability challenges.
- Volume Matters: Certification is generally considered more worthwhile for larger senders who have the resources to meet the requirements and benefit from the scale.
- Mixed Experiences: Experiences with ReturnPath Certification vary significantly; some report valuable improvements, while others see little or no impact.
- Maturity Level: Email program maturity level plays a role. It is best suited for organizations ready for it and are using firm foundations for their email campaigns.
Key considerations
- Microsoft Audience: Determine the percentage of your target audience who use Microsoft email services.
- Deliverability Issues: Assess the severity and scope of your existing deliverability problems.
- Email List Quality: Ensure that your email list is clean, engaged, and properly managed.
- Compliance with Best Practices: Implement fundamental email authentication, list management, and content creation best practices.
- Budget and Resources: Consider the financial costs and time commitment associated with obtaining and maintaining certification.
- Program Maturity Assessment: Honestly assess whether your organization is 'ready' for certification or whether focusing on the basics is a better initial investment.
What email marketers say
13 marketer opinions
The perceived value of ReturnPath (now Validity) Certification for email deliverability is mixed. Some email marketers find it beneficial for improving deliverability, especially to Microsoft (Outlook/Hotmail) addresses, managing senior management expectations, and gaining peace of mind. Others consider it a waste of money, particularly for smaller senders, or ineffective if basic email best practices are not followed. Its effectiveness also appears to depend on the sender's volume, the percentage of Microsoft addresses, and the maturity of their email program.
Key opinions
- Microsoft Deliverability: ReturnPath Certification is most effective for improving email deliverability to Microsoft (Outlook/Hotmail) addresses.
- Cost vs. Benefit: The cost of ReturnPath Certification may not be justified for smaller senders or those without significant deliverability issues.
- Not a Magic Bullet: Certification is not a substitute for following email best practices and maintaining a clean email list.
- Volume Matters: Certification is more valuable for companies sending high volumes of emails.
- Mixed Reviews: Experiences with ReturnPath Certification vary widely, with some reporting significant improvements and others seeing little benefit.
Key considerations
- Sender Size: Smaller senders should carefully weigh the cost of certification against the potential benefits.
- Email Practices: Ensure that basic email best practices (authentication, list hygiene, etc.) are in place before pursuing certification.
- Microsoft Volume: Consider the percentage of your email list that consists of Microsoft (Outlook/Hotmail) addresses.
- Alternative Solutions: Explore alternative solutions for improving deliverability before investing in certification.
- Program Maturity: Assess the maturity of your email program and whether certification is the appropriate next step.
Marketer view
Email marketer from Email Geeks says that ReturnPath certification was useful in a company where MS was the majority share and to manage senior management's expectations, customer support was poor.
7 Mar 2023 - Email Geeks
Marketer view
Email marketer from EmailVendorSelection suggests that ReturnPath Certification is useful for bypassing spam filters with some providers and for improving your sender reputation. They also note that it is one of many possible paths.
3 Oct 2023 - EmailVendorSelection
What the experts say
3 expert opinions
Experts hold differing views on the value of ReturnPath (now Validity) Certification for email deliverability. One perspective suggests it's unnecessary for those already adhering to best practices and has limited benefits beyond Hotmail. Another view acknowledges its potential usefulness for large senders but emphasizes that it's not a substitute for fundamental good sending practices and may not be cost-effective for smaller senders. A third expert highlights potential advantages like improved delivery and reputation monitoring but stresses that its value hinges on the sender's specific needs and the maturity of their email program, also stating that it is not a quick fix.
Key opinions
- Best Practices Paramount: Following email delivery best practices is more critical than certification.
- Sender Size Matters: The value proposition of certification differs significantly for large versus small senders.
- Not a Quick Fix: Certification is not a shortcut to good deliverability and requires an already mature email program.
- Limited Scope: Benefits may be largely confined to improving deliverability to Hotmail addresses.
- Value Depends on Specific Needs: The worth of the certification is dependent on the specific needs and circumstances of the sender.
Key considerations
- Assess Current Practices: Evaluate your existing email sending practices and address any shortcomings before considering certification.
- Evaluate Sender Size: Calculate and evaluate the amount of emails sent, certification may be too costly.
- Determine Specific Needs: Determine what areas of your sending practices need improvement and if certification addresses these needs.
- Consider Microsoft Focus: If Hotmail deliverability is a primary concern, certification might be more appealing.
- Email Program Maturity: Assess whether the organization is 'ready' for certification and has built a firm foundation for their email campaigns.
Expert view
Expert from Email Geeks shares that ReturnPath certification isn't necessary for people that follow delivery best practices and is very limited outside of Hotmail.
2 Dec 2021 - Email Geeks
Expert view
Expert from Spam Resource explains that ReturnPath certification can be useful for large senders, but it is not a substitute for good sending practices and may not be worth the cost for smaller senders.
25 Aug 2023 - Spam Resource
What the documentation says
3 technical articles
According to official documentation, ReturnPath (now Validity) Certification can improve email delivery rates, particularly to major mailbox providers like Microsoft, by bypassing junk email filtering and providing sender reputation monitoring, resources and support. However, it is not a replacement for maintaining good email practices and a clean email list.
Key findings
- Improved Microsoft Delivery: Certification helps bypass junk email filters and improve delivery to Microsoft email services (Outlook.com, Hotmail).
- Reputation Monitoring: Certification provides insights into sender reputation metrics, such as spam trap hits and user complaints.
- Resources and Support: Certification includes access to resources and support to address deliverability issues.
- Not a Substitute: Certification is not a substitute for fundamental email best practices.
Key considerations
- Microsoft Focus: Consider the significance of Microsoft email addresses (Outlook.com, Hotmail) within your target audience.
- Existing Practices: Evaluate and optimize your current email sending practices before pursuing certification.
- List Hygiene: Ensure you maintain a clean and up-to-date email list.
- Resource Utilization: Be prepared to actively use the resources and support provided by the certification program.
Technical article
Documentation from Validity explains that Certification helps improve email delivery to major mailbox providers like Microsoft, helps monitor your sender reputation with insight into key metrics like spam trap hits and user complaints, and provides resources and support to address deliverability issues.
19 Sep 2022 - Validity
Technical article
Documentation from Litmus reports that while ReturnPath Certification (now Validity) can provide benefits like better deliverability and reputation monitoring, it's not a substitute for following email best practices and maintaining a clean email list.
29 Aug 2021 - Litmus
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