Summary
Several alternatives to Validity certification for email deliverability exist, with a strong emphasis on proactive deliverability management and adhering to email marketing best practices. These alternatives include implementing email authentication methods like SPF, DKIM, and DMARC, maintaining clean email lists through regular removal of inactive subscribers and prompt handling of bounces, closely monitoring sender reputation using tools like Google Postmaster Tools and Microsoft SNDS, and consistently sending valuable and engaging content. Additionally, gradually warming up IP addresses, A/B testing email components, segmenting audiences for personalized messaging, avoiding spam trigger words, and utilizing feedback loops for reputation management are crucial. Experts suggest that building a solid sending reputation with mailbox providers is paramount. Certifications like Validity's may offer specific advantages, such as reduced risks with Microsoft and increased connection speeds with Orange, as well as advocacy, but their cost-effectiveness and necessity should be carefully evaluated. There are only a few certification providers because of the need to build long term relationships with receivers.
Key findings
- Email Authentication: Implementing SPF, DKIM, and DMARC is crucial for verifying email authenticity and improving deliverability.
- List Hygiene: Maintaining a clean email list is essential for deliverability by removing inactive subscribers and handling bounces.
- Sender Reputation Monitoring: Monitoring sender reputation is key to identifying and addressing deliverability issues using tools like Google Postmaster Tools.
- Content Engagement: Sending valuable and engaging content helps maintain a positive sender reputation.
- IP Warm-up: Warming up IP addresses gradually helps establish a good sender reputation with ISPs.
- A/B Testing & Segmentation: A/B testing and segmenting audiences improve engagement and overall deliverability.
- Spam Avoidance: Avoiding spam trigger words helps prevent emails from being filtered as spam.
- Feedback Loops: Using feedback loops to remove subscribers who mark emails as spam helps maintain a good reputation.
- Building a Sending Reputation: Building and maintaining a good sending reputation is the best alternative to certification.
- Proactive Deliverability Management: Proactive deliverability management is more effective than solely relying on certification.
- Certification Relationships: One reason there are few certification providers is the strong, trusted and long term relationships required with the receivers.
Key considerations
- Technical Expertise: Proper implementation of email authentication and other technical aspects requires expertise.
- Guideline Compliance: Continuously adhere to email marketing guidelines from major mailbox providers.
- Cost-Benefit Analysis: Weigh the costs and benefits of certifications against the potential improvements in deliverability.
- Individual Assessment: Assess individual needs to determine if certification is necessary.
- Active Monitoring: Prioritize proactive deliverability management through continuous monitoring.
What email marketers say
14 marketer opinions
Several alternatives to Validity certification for email deliverability exist, focusing on proactive deliverability management and best practices. Strictly following these practices, starting with acquisition, may eliminate the need for certification. Key alternatives include implementing email authentication (SPF, DKIM, DMARC), maintaining clean email lists (removing inactive subscribers and handling bounces), monitoring sender reputation, sending engaging content, warming up IP addresses gradually, A/B testing email elements, segmenting audiences, avoiding spam trigger words, and utilizing feedback loops. Certifications like Validity's may offer benefits, such as reduced risk with Microsoft and increased connection speeds with Orange, but their worth is debatable and requires individual assessment. They may also help with advocacy. Building strong relationships with mailbox providers takes years, so there are only a few providers.
Key opinions
- Best Practices: Strictly following email marketing best practices from acquisition onward is a key alternative to certification.
- Email Authentication: Implementing SPF, DKIM, and DMARC is crucial for verifying email authenticity and improving deliverability.
- List Hygiene: Maintaining a clean email list by removing inactive subscribers and handling bounces is essential for deliverability.
- Sender Reputation Monitoring: Monitoring sender reputation through tools like Google Postmaster Tools helps identify and address deliverability issues.
- Content Engagement: Sending engaging and valuable content improves deliverability by signaling to ISPs that emails are wanted.
- IP Warm-up: Gradually warming up IP addresses when starting new campaigns helps establish a positive sender reputation.
- A/B Testing: A/B testing email content and sending times optimizes engagement and improves deliverability.
- Segmentation: Segmenting audiences allows for personalized content, boosting engagement and deliverability.
- Spam Words: Avoiding spam trigger words in subject lines and content helps prevent emails from being filtered as spam.
- Feedback Loops: Using feedback loops to identify and remove subscribers who mark emails as spam improves deliverability.
- Certification Relationships: One reason there are few certification providers is the strong, trusted and long term relationships required with the receivers.
Key considerations
- Cost-Benefit Analysis: Weigh the costs and benefits of certifications like Validity's against the potential improvements in deliverability.
- Individual Assessment: Assess individual needs and circumstances to determine if certification is necessary, as its value can vary.
- Deliverability Monitoring: Continuous deliverability monitoring is essential whether or not you choose to use a certification service.
- Proactive Management: Manage email delivery yourself by cleaning your list and implementing industry best practices.
Marketer view
Email marketer from Email Geeks shares the primary reason that there is only a few providers in terms of certification is because it requires strong, trusted, long-term relationships with the receivers, that is something that has to be cultivated over years.
24 Mar 2025 - Email Geeks
Marketer view
Email marketer from Mailjet explains that maintaining a clean email list is essential for deliverability. Regularly remove inactive subscribers, handle bounces promptly, and segment your audience to send more targeted emails, improving engagement and reducing spam complaints.
14 Mar 2024 - Mailjet
What the experts say
5 expert opinions
Experts offer varied perspectives on alternatives to Validity certification. Some suggest that certification's value is questionable, with options ranging from worthless to beneficial only through the process of compliance, which can be achieved independently. A good sending reputation, built through consistent, wanted mail, authentication, and quick issue resolution, is highlighted as a strong alternative. Proactive deliverability management, involving monitoring and analysis of sending practices, is also recommended over relying solely on certification. Certifications might improve delivery with specific ISPs.
Key opinions
- Certification Value: The value of certifications is debated, with some considered worthless and others beneficial only through compliance processes.
- Sending Reputation: Building and maintaining a good sending reputation is a robust alternative to certification.
- Proactive Management: Proactive deliverability management, involving monitoring and analysis, can be more effective than certification.
- ISP-Specific Benefits: Certifications may offer targeted delivery improvements with specific ISPs.
Key considerations
- Compliance vs. Certification: Consider whether the benefits of certification stem from the compliance process itself, which can be achieved independently.
- Reputation Building: Focus on building a strong sending reputation through consistent, wanted mail and email authentication.
- Active Monitoring: Prioritize proactive deliverability management, involving continuous monitoring and data analysis.
- Business Justification: Assess whether the cost of certification is justified by potential revenue improvements at specific ISPs.
Expert view
Expert from Spam Resource shares that building and maintaining a good sending reputation with mailbox providers is the best alternative to certification. This involves consistently sending wanted mail, authenticating your emails, and promptly addressing any deliverability issues.
25 Feb 2025 - Spam Resource
Expert view
Expert from Email Geeks shares his belief that certifications fall into two categories: worthless and those with strict requirements. He suggests that the process of complying with the stricter certifications can be beneficial, even if the certification itself offers only a slight advantage. Cleaning up processes can be done without committing to expensive ongoing certification, either in-house or with an external consultant.
29 May 2025 - Email Geeks
What the documentation says
4 technical articles
Email deliverability can be improved by focusing on technical configurations and following industry guidelines, instead of pursuing Validity certification. Using sender authentication methods (SPF, DKIM, DMARC) is crucial for establishing credibility with mailbox providers by verifying email authenticity. Adhering to Google's bulk sender guidelines helps reach Gmail inboxes by authenticating emails, avoiding spammy content, and simplifying unsubscribing. Implementing SPF records ensures only authorized mail servers send emails from a domain, proving security measures to mailbox providers. Utilizing Microsoft's SNDS allows for close monitoring of reputation, enabling quick identification and resolution of mail program issues.
Key findings
- Sender Authentication: SPF, DKIM, and DMARC are crucial for establishing credibility with mailbox providers.
- Google Guidelines: Adhering to Google's bulk sender guidelines helps reach Gmail inboxes.
- SPF Records: Properly configured SPF records ensure only authorized mail servers can send emails on behalf of your domain.
- Microsoft SNDS: Using Microsoft's SNDS allows for monitoring of reputation and quick identification of mail program issues.
Key considerations
- Technical Expertise: Proper implementation of SPF, DKIM, and DMARC requires technical expertise.
- Guideline Compliance: Continuous adherence to evolving email marketing guidelines from major mailbox providers is essential.
- Reputation Monitoring: Regular monitoring of sender reputation using tools like SNDS is necessary for proactive issue resolution.
- Domain Authorization: Ensuring only authorized mail servers send emails from your domain is crucial for security and reputation.
Technical article
Documentation from RFC Editor explains that SPF records can be used to ensure that only authorized mail servers can send emails on behalf of your domain. Setting this up correctly is key to proving to mailbox providers you have taken steps to secure your email program.
29 Jun 2024 - RFC Editor
Technical article
Documentation from Microsoft shares that using SNDS to keep a close watch on your reputation with Microsoft. You can use this to identify if you have any problems with your mail program so you can address them quickly.
24 Feb 2025 - Microsoft
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