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What are good alternatives to Validity certification for email deliverability?

Summary

When seeking alternatives to Validity certification for email deliverability, the consensus among many email professionals points towards a foundational approach: rigorous adherence to email best practices. While certification services can offer certain benefits, especially for high-volume senders or those interacting with specific mailbox providers, a strong internal deliverability strategy often provides similar or better results without the recurring cost.

What email marketers say

Email marketers often discuss the practical value of certification versus the direct application of email best practices. While some marketers face client demands for certification, many find that a robust, internally managed deliverability strategy is sufficient, if not superior, for achieving good inbox placement. The debate often centers on whether the tangible benefits outweigh the significant financial investment.

Marketer view

Email marketer from Email Geeks suggests that if you consistently follow best practices throughout your email program, starting from subscriber acquisition, you may not require any formal certification, which also comes with the benefit of being free.

07 Mar 2024 - Email Geeks

Marketer view

Marketer from Quora notes that for transactional emails, services like Mandrill, Sparkpost, or for bulk emails, Sendgrid and Amazon SES are often considered strong contenders.

08 Mar 2024 - Quora

What the experts say

Experts in email deliverability hold nuanced views on certification. While acknowledging the potential for some benefits, particularly in specific ISP interactions or access to unique data, they generally emphasize that foundational technical compliance and proactive sender management are far more critical for long-term deliverability success. The deep relationships required for certification also explain its exclusivity.

Expert view

Expert from Email Geeks believes that certifications fall into two categories: those that are generally worthless, and those with strict requirements that can offer a slight benefit, primarily because the compliance process itself improves deliverability.

07 Mar 2024 - Email Geeks

Expert view

Expert from SpamResource.com regularly advises that sender reputation is built over time through consistent good sending habits, rather than relying solely on third-party certifications.

08 Mar 2024 - SpamResource.com

What the documentation says

Technical documentation and industry resources often highlight the core components of email deliverability, emphasizing authentication, reputation, and proper list management. While certification is mentioned as a potential aid, the fundamental principles of good sending are consistently underscored as the most impactful factors. Documentation frequently provides practical steps and explanations for improving deliverability through direct technical implementation rather than reliance on third-party accreditation.

Technical article

Documentation from Klaviyo Help Center indicates that branded sending domains, also known as dedicated sending domains, offer greater control over sender reputation and can enhance deliverability.

08 Mar 2024 - Klaviyo Help Center

Technical article

Documentation from Twilio's blog recommends utilizing various email reputation checker tools and statistics to improve email deliverability and strengthen domain reputation.

08 Mar 2024 - Twilio Blog

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