What is Validity (formerly Return Path)?
Validity, previously known as Return Path, is a comprehensive
email marketing solution that helps businesses ensure their emails reach the intended recipients. Validity provides tools and services to enhance
email deliverability, monitor email performance, and optimize email campaigns.
Why is Email Deliverability Important?
Email deliverability is crucial because it determines whether your email will reach the recipient's inbox or get filtered into the
spam folder. High deliverability rates ensure that your marketing messages are seen, which can improve
engagement rates and drive conversions.
How Does Validity Improve Email Deliverability?
Validity offers several features to improve email deliverability: Reputation Monitoring: Tracks your sender reputation and provides insights to maintain a positive standing with ISPs.
Inbox Placement: Analyzes where your emails are landing—whether in the inbox, spam, or other folders.
List Validation: Ensures your email lists are clean and free from invalid or risky addresses.
What is Sender Score?
Sender Score is a metric provided by Validity that ranks the reputation of your IP address on a scale from 0 to 100. A higher Sender Score indicates a better reputation and higher chances of emails reaching the inbox. It's essential to monitor your Sender Score regularly to maintain high
email marketing effectiveness.
How Can You Monitor Your Email Campaigns with Validity?
Validity provides robust
analytics and reporting tools that help you monitor various aspects of your email campaigns, such as open rates, click-through rates, and bounce rates. These insights enable you to make data-driven decisions to improve your email marketing strategy.
What Role Does Authentication Play?
Email authentication is critical for protecting your emails from being marked as spam. Validity supports various authentication protocols like
DKIM (DomainKeys Identified Mail),
SPF (Sender Policy Framework), and
DMARC (Domain-based Message Authentication, Reporting & Conformance). Implementing these protocols helps verify that your emails are genuinely from your domain, thus improving deliverability.
How Can Validity Help with Compliance?
Compliance with regulations such as
GDPR (General Data Protection Regulation) and
CAN-SPAM (Controlling the Assault of Non-Solicited Pornography And Marketing) Act is crucial for email marketers. Validity offers tools to help you manage consent, handle unsubscribes effectively, and ensure you are compliant with the latest regulations.
Conclusion
Incorporating Validity into your email marketing strategy can significantly enhance your email deliverability, improve your sender reputation, and provide valuable insights into your campaign performance. By leveraging these tools, you can ensure that your emails effectively reach and engage your audience.