Summary
Validity's Universal Feedback Loop (UFBL) ARF report pricing structure is complex and highly individualized. Initially, a $1500/year fee applied to standalone subscriptions, while clients with bundled Validity products and ESPs were exempt. The pricing scales with complaint volume, however, there are reported inconsistencies where higher volume tiers may cost more per complaint than lower ones. Specific pricing points include approximately $150 per 10,000 complaints, but rates can escalate, with a reported $10,000 annual cost for 250,001-1,250,000 complaints. The best course of action to obtain accurate pricing details is to contact Validity directly. When considering UFBL, one should negotiate based on anticipated volume, perform a cost-benefit analysis, and assess internal resources compared to Validity's offerings. Smaller senders should be aware that free or lower-cost alternatives might be more economical.
Key findings
- Initial $1500 Fee: Standalone ARF subscriptions initially priced at $1500/year.
- Bundled Exemptions: Bundled clients and ESPs initially exempt.
- Pricing Inconsistencies: Higher volume tiers sometimes cost more per complaint than lower tiers.
- $150/10K Benchmark: Approximately $150 per 10,000 complaints is a common benchmark, but increases for larger volumes.
- Contact Validity: Direct contact with Validity is essential for accurate pricing information.
- Smaller Senders Alternatives: Free tools/manual analysis may be cost effective for smaller volume senders
Key considerations
- Negotiation: Negotiate pricing based on anticipated volume and highlight the value of your data.
- Cost-Benefit: Perform a cost-benefit analysis considering deliverability improvements.
- ROI Evaluation: Consider if the investment provides a sufficient return in improved deliverability
- Internal Analysis: Assess required UFBL features considering costs vs benefits
- Direct Validity Contact: Get tailored cost and specific requirement information directly from validity.
What email marketers say
16 marketer opinions
Validity's Universal Feedback Loop (UFBL) pricing structure involves multiple tiers and considerations. Initially, a $1500/year fee was introduced for standalone ARF report subscriptions, while clients bundled with other Validity products and ESPs were initially exempt. The pricing scales with complaint volume, but there's been discussion around inconsistencies in the tiered pricing. Specifically, concerns were raised about higher volume tiers costing more per complaint than lower volume tiers. While $150/10,000 complaints was initially mentioned, larger volumes like 250,000+ complaints can have significantly higher per-complaint costs. Negotiating pricing based on anticipated usage, exploring discounts, and performing a cost-benefit analysis are recommended. Ultimately, contacting Validity directly is crucial to obtain custom pricing based on email volume, list size, and features required.
Key opinions
- Initial Pricing: $1500/year for standalone ARF report subscriptions.
- Bundled Exemptions: Clients bundled with other Validity products and ESPs were initially exempt from the new fee.
- Volume-Based Scaling: Pricing scales with complaint volume, but the cost per complaint is inconsistent across tiers.
- Higher Volume Costs: Higher volume tiers can have a higher cost per complaint than lower volume tiers (e.g., 250,000+ complaints at $0.04 each).
- Custom Quotes Needed: Accurate pricing requires direct contact with Validity sales due to various factors and customization.
- 10K Tier Cost: Around $150/10,000 complaints.
Key considerations
- Negotiation: Negotiate pricing with Validity based on anticipated usage volume and data value.
- Cost-Benefit Analysis: Perform a cost-benefit analysis to ensure the UFBL investment is worthwhile.
- Bundled vs. Standalone: Consider bundling options to potentially avoid or reduce ARF report fees.
- Data Value: Highlight the value of your data to Validity for potential discounts.
- Individualized Pricing: Pricing varies based on email volume, subscriber list size, and features used, requiring a custom quote.
Marketer view
Email marketer from Email Geeks, says that a 250,000 FBL tier costs $0.04 each, which is 2.6 times more expensive than the base 10K tier at $0.015 each. He also adds that their rep won't even quote what 100k-250k costs. Marketer from Email Geeks, responds, saying that the pricing wasn't scoped for that tier because their data indicates that there was no one within that tier on the list. That said, he knows that the rep is working to get you what you need here.
14 Aug 2021 - Email Geeks
Marketer view
Marketer from Email Geeks, says that a 250,000 FBL tier costs $0.04 each, which is 2.6 times more expensive than the base 10K tier at $0.015 each. He also adds that their rep won't even quote what 100k-250k costs. Marketer from Email Geeks, responds, saying that the pricing wasn't scoped for that tier because their data indicates that there was no one within that tier on the list. That said, he knows that the rep is working to get you what you need here.
24 Feb 2025 - Email Geeks
What the experts say
2 expert opinions
Experts agree that pricing for Validity's UFBL can vary significantly and is tailored to individual client needs. For smaller senders, manual analysis and free tools might be more cost-effective. Understanding the ROI before committing to any pricing tier is crucial, making direct contact with Validity the best way to obtain accurate pricing information.
Key opinions
- Pricing Varies: Pricing models for Validity's UFBL vary significantly.
- Custom Pricing: Pricing is often tailored to individual client needs.
- ROI Importance: Understanding the ROI of deliverability services is crucial before committing.
- Direct Contact: Direct contact with Validity is the best way to obtain accurate pricing information.
- Smaller Senders: Smaller senders might find free tools more cost-effective.
Key considerations
- Cost-Effectiveness: Assess whether the cost of UFBL is justified for your sending volume.
- ROI Analysis: Calculate the potential return on investment before subscribing.
- Alternative Tools: Explore free or lower-cost alternatives for smaller senders.
- Individual Needs: Understand your specific deliverability requirements.
- Feature Requirements: Determine what features are most important for your business.
Expert view
Expert from Spam Resource explains that feedback loops are important for understanding your reputation with ISPs, but the pricing models for services like Validity's UFBL can vary significantly. Smaller senders may find it more cost-effective to monitor their own reputation through free tools and manual analysis.
16 Sep 2021 - Spam Resource
Expert view
Expert from Word to the Wise discusses the general costs associated with email deliverability, noting that services like Validity offer various features, but pricing is often tailored to individual client needs. Understanding the ROI of these services is crucial before committing to a specific pricing tier. The best advice is to contact them directly.
1 Oct 2022 - Word to the Wise
What the documentation says
3 technical articles
The official documentation from Validity and ARF specification consistently indicate that pricing for Validity's Everest and UFBL services, which leverage ARF reports, depends on several factors like data volume and feature utilization. Custom pricing plans are common, and the recommended course of action is to contact Validity directly for pricing details rather than relying on publicly available tiers.
Key findings
- Variable Pricing: Pricing depends on factors such as data volume and feature utilization.
- Custom Plans: Custom pricing plans are generally offered to suit individual client needs.
- Direct Contact Required: The documents direct users to contact Validity directly for specific pricing information.
- ARF Costs: Using ARF reports for feedback loops can incur costs, depending on the provider.
- No Public Tiers: Publicly available pricing tiers are not specified.
Key considerations
- Volume of Data: Estimate the volume of data you'll be processing with the service.
- Feature Utilization: Identify which features are essential for your email marketing needs.
- Custom Negotiation: Prepare to negotiate a custom pricing plan that fits your budget.
- ARF Provider: Understand that ARF report utilization will have a cost.
- Contact Sales: Contact Validity's sales team to obtain accurate and up-to-date pricing.
Technical article
Documentation from Abuse Reporting Format (ARF) specification outlines that the use of ARF reports for feedback loops can incur costs depending on the provider offering the service. Validity is a major provider, and their pricing structure for accessing and utilizing these reports should be consulted directly.
20 Dec 2022 - Abuse Reporting Format
Technical article
Documentation from Validity Knowledge Base explains that pricing for Validity Everest depends on various factors, including the volume of data processed and the specific features utilized. Custom pricing plans are generally offered based on individual client needs.
12 Dec 2022 - Validity Knowledge Base
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