Summary
Validity Certification, formerly known as Return Path Certification, has long been a prominent player in the email deliverability space, promising a shortcut to inbox placement through whitelisting. However, its high cost and the evolving nature of email filtering have led many senders to question its necessity and seek alternatives. While some benefits remain, particularly with certain internet service providers (ISPs), relying solely on such certifications may not be the most effective or cost-efficient strategy for maintaining strong sender reputation and achieving optimal inbox placement.
Key findings
- Limited universal impact: There is no single, universally recognized email whitelist that guarantees inbox placement across all major ISPs. Certification programs like Validity's are influential but do not ensure delivery every time.
- Microsoft's continued recognition: Validity Certification (and its predecessor, Return Path) historically held significant influence with Microsoft properties, though its exact current value can vary.
- Regional alternatives: The Certified Senders Alliance (CSA) is a notable alternative, particularly for senders focusing on European email service providers (ESPs).
- Best practices are paramount: Adhering to general email best practices and maintaining a strong sender reputation often yield better and more sustainable deliverability results than certification alone.
Key considerations
- Cost-benefit analysis: Evaluate whether the significant cost of Validity Certification justifies the perceived deliverability improvements for your specific sending volume and audience.
- Holistic deliverability strategy: Focus on foundational elements like SPF, DKIM, and DMARC authentication, list hygiene, content quality, and recipient engagement rather than relying on whitelisting services as a primary solution.
- Target audience location: If your primary audience is in Europe, CSA certification might offer more direct benefits through access to feedback loops and local ISPs.
- Continuous monitoring: Regardless of certification, ongoing monitoring of your sender reputation and deliverability metrics remains critical.
What email marketers say
Email marketers frequently debate the effectiveness and necessity of certification programs like Validity's. While some appreciate the structured approach to best practices and the potential for improved Microsoft deliverability, others find the costs prohibitive and the benefits less impactful than foundational deliverability efforts. Many now see certifications as a supplement rather than a standalone solution.
Key opinions
- Microsoft's special treatment: Many marketers believe that Validity Certification (and its predecessor Return Path) still offers distinct advantages, particularly for deliverability to Microsoft properties (e.g., Outlook.com, Hotmail).
- Shift in value: The perceived value of certification has evolved from a 'magic pass' to more of a consultative service, providing best practices guidance and webinars.
- Compliance is key: Many argue that if you are fully compliant with email sending best practices, certification may not be necessary. They highlight that many clients with certifications still face deliverability issues.
- Alternatives for internal management: Some marketers suggest that internal solutions, like implementing graduated controls for whitelisting requests, can be effective alternatives to external certification programs.
Key considerations
- Beyond certification: Marketers should prioritize building a strong sender reputation through consistent best practices, audience engagement, and proper authentication, rather than relying solely on certification as a deliverability solution.
- Consultants vs. certification: The benefits of Return Path's onboarding requirements, which were part of the certification process, can often be achieved or surpassed by working with a reputable deliverability consultant.
- Evolving landscape: The influence of certification programs changes over time. What was effective five years ago may have reduced impact today, requiring marketers to stay informed on the latest trends and ISP requirements.
- Alternative options for filtering: Some marketers explore alternative email filter whitelist options if their current filtering mechanisms are proving too restrictive or are not effectively reducing fraudulent emails without blocking legitimate ones.
Marketer view
Marketer from Email Geeks notes that if certification is the specific requirement, Validity is the primary option available.
Marketer view
Marketer from Email Geeks explains that Return Path's certification once offered strong onboarding benefits for improving email practices, but these can now be replicated or exceeded by a good consultant. They add that it still provides notable advantages specifically with Microsoft.
What the experts say
Deliverability experts generally agree that while certifications can offer some advantages, particularly with specific ISPs, they are not a substitute for robust email sending practices and maintaining a good sender reputation. The consensus leans towards a holistic approach that prioritizes foundational deliverability elements over a singular reliance on paid certification programs.
Key opinions
- No universal solution: Experts confirm there is no single competing product to Validity/Return Path that offers a universal whitelist for all major ISPs like Yahoo! and Hotmail, and questioned the continued use of it by Yahoo! (pre-Verizon/AOL).
- Regional relevance: The Certified Senders Alliance (CSA) is considered valuable for senders targeting European ESPs, primarily for gaining access to European feedback loops (FBLs).
- Best practices yield better results: Following proper email sending best practices, like those outlined by CSA, is often sufficient to maintain a good reputation and reduce the need for any whitelisting service.
- Certification as consultation: Many of the benefits from Validity/Return Path Certification stemmed from its rigorous onboarding requirements, which aimed to improve general sending practices. These benefits can often be obtained through a good deliverability consultant instead.
Key considerations
- Focus on core deliverability: Experts advise prioritizing internal compliance and sender reputation management over expensive certification programs. This includes understanding your domain reputation and proactively managing it.
- Strategic use of certifications: If considering a certification, assess its specific benefits for your target audience. For instance, CSA is more relevant for European markets, offering access to specific tools and support.
- Consultation as an investment: Hiring a deliverability consultant can provide tailored guidance to improve sending practices, potentially offering greater value than the generic benefits of some certification programs.
- Beyond whitelists: Even with certification, emails can still go to bulk folders. Success hinges on a combination of factors, including ongoing sender reputation management, rather than a simple whitelist entry.
Expert view
Deliverability expert from Email Geeks states that there is no directly competing product that offers the same universal whitelisting benefits as Validity. They also note that Yahoo (pre-Verizon/AOL) used to leverage it, but even then, it wasn't a guarantee for inbox placement, as some certified client emails still went to bulk.
Expert view
Deliverability expert from Email Geeks advises that the Certified Senders Alliance (CSA) is a strong option for those sending to European ESPs.
What the documentation says
Official documentation and industry bodies often reinforce that certifications serve to supplement, rather than replace, core email deliverability practices. While they can provide a trusted third-party validation and access to certain benefits (like enhanced feedback loops), the fundamental principles of good sender reputation, proper authentication, and responsible sending remain the cornerstones of successful email delivery.
Key findings
- Publicly available criteria: Many certification programs, like the CSA, publish their admission criteria, which can serve as a valuable guide for improving email best practices regardless of whether you pursue certification.
- Definition of email certification: Email certification is generally defined as a paid service from a trusted third party, like Validity or CSA, designed to verify legitimate senders.
- Types of whitelisting procedures: There are different types of certificate whitelisting, categorized as 'loose' or 'strict', each with distinct implications for how emails are processed and filtered.
- Internal alternatives: Documentation suggests implementing internal strategies, such as offering alternatives for low-risk communications and applying graduated controls to whitelisting requests, as effective ways to manage email acceptance without external certification.
Key considerations
- Beyond certification: Focus on the foundational elements of email deliverability, including technical setup, list management, and content quality, as these are critical for long-term inbox success.
- Strategic application: If considering a certification, ensure it aligns with your specific needs and target regions. For instance, CSA is more impactful for European audiences.
- Cost-effectiveness: Evaluate the financial commitment and ongoing adherence requirements of certification against the potential benefits, especially when compared to simply implementing best practices.
- Continuous improvement: Regularly review your email practices against industry standards and ISP guidelines. Achieving and maintaining good deliverability is an ongoing process.
Technical article
Documentation from ISIPP SuretyMail clarifies that there are no widely-used, universal whitelists that apply across all platforms. It identifies their own certification, Validity's, and the Certified Senders Alliance as the two primary widely-used email certification lists.
Technical article
Documentation from the Certified Senders Alliance (CSA) states that their admission criteria are publicly available on their website. It suggests that by properly following these criteria, or general best practices, a sender can maintain a good reputation, potentially removing the need for any additional whitelisting service.
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