Summary
The consensus among many email deliverability experts is that the direct impact of Return Path, now Validity Sender, certification on inbox placement has significantly diminished, particularly with major providers like Gmail. While Validity asserts its continued value and preferential treatment for certified senders, a strong counter-narrative suggests that current email deliverability is primarily driven by mailbox providers' dynamic, real-time reputation systems, strict adherence to authentication standards, and consistent positive recipient engagement. The certification is increasingly viewed as a supplementary signal rather than a primary determinant, with its high cost and bundling strategy drawing skepticism from the community. However, some acknowledge its potential benefit for mid-tier ISPs or as an indicator of commitment to best practices.
Key findings
- Diminished Direct Impact: Most experts agree that the 'golden ticket' effect of Return Path certification has largely waned, especially for major ISPs like Gmail and Outlook, which now prioritize internal algorithms and real-time reputation data.
- Gmail's Non-Recognition: Multiple sources confirm that Gmail specifically does not honor Return Path or Validity certification for improving deliverability or inbox placement.
- Core Deliverability is Paramount: The most critical factors for inbox placement today are robust technical foundations, including SPF, DKIM, and DMARC, along with low complaint rates, high engagement, and overall sender reputation, rather than third-party certifications.
- Validity's Position: Validity, the current owner of the program, asserts that Sender Certification, an evolution of Return Path Certification, continues to offer significant advantages and preferential treatment through its network of participating mailbox providers.
- Cost and Value Concerns: Many experts express skepticism about the high cost of the certification, particularly given its perceived diminishing returns and concerns over its bundling with other services following the program's acquisition.
- Potential Niche Benefits: While not universally impactful, some senders have observed improved deliverability at specific providers like Microsoft, Hotmail, Yahoo, or certain mid-tier ISPs. Furthermore, the rigorous practices required for certification inherently align with good sending behavior.
Key considerations
- Prioritize Core Practices: Focus resources on robust authentication, such as SPF, DKIM, and DMARC, along with meticulous list hygiene, continuous reputation monitoring, and fostering high subscriber engagement. These are universally recognized as the foundation of strong deliverability, regardless of third-party certifications.
- Evaluate Return on Investment: Given the high cost and varied perceived impact, thoroughly assess whether the investment in Validity Sender Certification aligns with your specific deliverability goals and budget, particularly if your primary audience uses Gmail, which does not honor the certification.
- Understand ISP Mechanisms: Recognize that major mailbox providers primarily use dynamic, real-time systems based on sender behavior, engagement, and direct feedback. This means third-party certifications are less of a direct bypass to the inbox and more of a supplementary signal.
- Leverage Certification Principles: Even without certification, adopt the stringent best practices associated with it, such as maintaining low bounce rates and minimizing complaints. These disciplines are crucial for all senders aiming for excellent deliverability.
- Consider Data and Insights: If a certification program provides valuable data, insights, or a 'badge' that aids in managing your reputation or dealing with specific ISPs, these secondary benefits might factor into your decision-making process.
- Dynamic Landscape: Email deliverability is constantly evolving. Rely on current, dynamic data and expert insights rather than outdated metrics or historical assumptions about the efficacy of certification programs.
What email marketers say
18 marketer opinions
While Return Path certification, now Sender Certification under Validity, has historically been a significant asset for email deliverability, its direct influence is now widely debated, particularly for major mailbox providers. Many experts observe that its 'golden ticket' effect has largely diminished, with deliverability success increasingly tied to mailbox providers' sophisticated internal algorithms, real-time sender reputation, strong technical authentication, and consistent recipient engagement. Concerns persist regarding the program's high cost, the bundling of services post-acquisition, and the relevance of older data, leading to skepticism about its overall ROI. Despite Validity's claims of continued value and interaction with certified senders, the consensus among many in the email community leans towards emphasizing fundamental sending practices over reliance on third-party certifications.
Key opinions
- Direct Impact Declines: The direct, definitive impact of Return Path certification on inbox placement has significantly lessened over time.
- ISP Autonomy: Mailbox providers now predominantly rely on their own dynamic, real-time algorithms, sender history, and engagement metrics for filtering decisions, reducing the weight given to external certifications.
- Authentication is Paramount: Core technical foundations, including robust SPF, DKIM, and DMARC setups, are cited as far more critical for deliverability than third-party certifications.
- Gmail's Independence: Gmail is largely perceived as operating independently, not directly recognizing or granting preferential treatment based on Return Path certification, despite one Validity employee's counter-claim.
- Cost-Benefit Scrutiny: The program's high annual cost, particularly for its perceived diminishing returns and bundled services, raises significant questions about its value proposition for many senders.
- Specific, Not Universal, Benefits: While some senders reported improved inbox rates with Microsoft (Hotmail) and Yahoo, these benefits were not universal, and the 'Gmail halo effect' is widely doubted.
- Outdated Data Concerns: Critics highlight that Return Path's previously shared data, e.g., from 2017, is no longer relevant given the rapid changes in the email deliverability landscape and the loss of panel data.
Key considerations
- Prioritize Fundamental Practices: Emphasize robust list hygiene, low complaint rates, strong subscriber engagement, and comprehensive technical authentication as the non-negotiable foundations for deliverability.
- Evaluate ROI Critically: Assess the significant financial investment required for certification against its uncertain and potentially limited direct impact, especially if your primary audience is on platforms like Gmail.
- Focus on Real-Time Signals: Understand that ISPs prioritize dynamic signals like sender reputation, engagement, and authentication; strategically manage these rather than seeking a 'golden ticket' from certifications.
- Stay Current with Industry Trends: Recognize that email deliverability is a constantly evolving field; outdated data or static solutions are less effective than continuous adaptation and adherence to current best practices.
- Consider Vendor Neutrality: Be aware of the commercial aspects of certification programs and consider whether unbiased third-party insights or internal monitoring might offer more cost-effective solutions.
- Certification as a Best Practice Indicator: While not a guarantee, maintaining the stringent practices required for certification can indirectly contribute to better deliverability by fostering disciplined sending habits.
Marketer view
Email marketer from Email Geeks explains his skepticism regarding the impact of Return Path certification on open rates, particularly for Gmail, despite sales claims of a 'halo effect'. He challenges the validity of their data and expresses concern over the significant price increases and bundling of certification with the platform post-acquisition.
26 Jan 2023 - Email Geeks
Marketer view
Email marketer from Email Geeks disputes the validity of Return Path's reported numbers, advises focusing on self-monitoring or using cheaper tools due to RP's high cost, and clarifies that vendor criticism in the community, while sometimes perceived as focused, is common across different vendors.
29 Sep 2022 - Email Geeks
What the experts say
3 expert opinions
Building on previous observations, current expert opinions further solidify the view that Return Path, now Validity Sender, certification offers minimal direct benefit for deliverability to major mailbox providers like Gmail. Skepticism is high regarding Validity's claims and strategic bundling of the certification, which some interpret as a misunderstanding of market needs. While not a guaranteed entry to the inbox, the certification can still provide value for engagement with certain mid-tier ISPs and as a general indicator of adherence to responsible sending practices, offering insights and a positive 'badge' of reputation.
Key opinions
- Gmail Disregards Certification: Multiple experts confirm that Gmail does not recognize or grant preferential treatment based on Return Path, now Validity, certification.
- Challenged Efficacy Claims: There is significant skepticism among experts regarding Validity's claims of negative consequences for senders who discontinue their certification, with observations suggesting no adverse impact.
- Strategic Misalignment Concerns: The bundling of certification with other tools under Validity's new leadership raises deep concerns within the email community, seen as potentially misjudging the certification market's demands and value proposition.
- Limited Direct Bypass: Email certification programs, including Validity's, do not directly bypass filtering mechanisms at major ISPs such as Gmail or Outlook.
- Ancillary Value Points: While not a direct inbox guarantee for large providers, certification can offer value for mid-tier ISPs, provide access to reputational data and insights, and serve as a 'badge' indicating adherence to good sending practices.
Key considerations
- Verify Direct Impact: Senders should critically assess whether Validity certification provides tangible, direct benefits for their specific audience, particularly if major ISPs like Gmail are their primary target.
- Question Value Proposition: Evaluate the true worth of the certification, especially given its bundling with other services and concerns about Validity's understanding of the certification market.
- Focus on ISP Filtering Logic: Prioritize understanding and aligning with the actual, dynamic filtering logic of major mailbox providers, which largely disregard external certifications.
- Leverage Data and Insights: If the program offers valuable data and insights for reputation management, consider this a potential secondary benefit rather than the primary reason for certification.
- Reputation as a Badge: View certification more as a 'badge' of good behavior and a commitment to best practices, rather than a definitive solution for guaranteed inbox placement.
Expert view
Expert from Email Geeks questions the terminology used by Return Path ('terminated' vs. clients walking away), clarifies that Gmail does not honor Return Path certification, and expresses deep concern and distrust regarding the new leadership's strategy, especially the bundling of certification with other tools, believing it indicates a misunderstanding of the certification market.
17 Nov 2023 - Email Geeks
Expert view
Expert from Email Geeks confirms that Return Path certification holds no validity with Gmail and has observed that clients who left the certification program did not experience the negative changes suggested by Return Path's data.
29 Jun 2024 - Email Geeks
What the documentation says
5 technical articles
Validity maintains that its Sender Certification program, an evolution of Return Path Certification, continues to significantly enhance email deliverability and inbox placement. This is achieved by granting certified senders preferential treatment and a clear signal of legitimacy within their network of major mailbox providers, offering a distinct advantage. Conversely, general industry guidelines, such as those from M3AAWG, highlight that strong deliverability fundamentally stems from strict adherence to technical standards like DMARC, SPF, and DKIM, combined with diligent reputation management and low complaint rates, implying that universal technical compliance is paramount over specific external certifications.
Key findings
- Validity's Ongoing Value Claim: Validity states its Sender Certification program, an evolution of Return Path Certification, continues to significantly improve deliverability and inbox placement by earning preferential treatment from its network of major mailbox providers.
- Signal of Legitimacy: The certification is presented as providing a clear signal of a sender's legitimacy to participating mailbox providers, leading to a higher likelihood of inbox delivery and reduced filtering.
- Pre-clearance and Advantage: Validity emphasizes that the program offers pre-clearance with partnered ISPs, aiming to provide certified senders with a distinct advantage over uncertified email traffic.
- Technical Standards are Key: Industry best practices, as highlighted by M3AAWG, underscore that email deliverability is primarily achieved through strict adherence to technical standards like DMARC, SPF, and DKIM.
- Reputation is Paramount: Comprehensive compliance with universal principles such as proactive reputation management and maintaining low complaint rates are considered the fundamental drivers of inbox placement, rather than reliance on specific third-party certifications.
Key considerations
- Weigh Validity's Claims: Consider Validity's perspective that Sender Certification continues to offer significant advantages and preferential treatment through its network of major mailbox providers.
- Emphasize Core Standards: Prioritize adherence to universal technical standards like DMARC, SPF, and DKIM, alongside proactive reputation management and low complaint rates, as these are foundational for deliverability.
- Understand Program Scope: Recognize that the stated benefits of Sender Certification are primarily with participating mailbox providers, rather than a universal guarantee across all ISPs.
- Assess as Supplementary: Evaluate certification as a potential supplementary signal of legitimacy, rather than a sole solution for inbox placement, given the industry's focus on organic sender reputation and technical compliance.
Technical article
Documentation from Validity explains that their "Sender Certification" program, an evolution of Return Path Certification, continues to offer a significant advantage for deliverability and inbox placement by earning preferential treatment from a network of major mailbox providers for certified senders.
29 Feb 2024 - Validity Website
Technical article
Documentation from Validity explains that their Sender Certification program provides participating mailbox providers with a clear signal of a sender's legitimacy, leading to a higher likelihood of email delivery to the inbox and reduced filtering, thus directly improving inbox placement for those partnered ISPs.
29 Sep 2021 - Validity Support Center
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