Validity Introduces New Advancements in Email Deliverability

Oct 17, 2019

Validity, a provider of customer data quality, introduced several new innovations to the Return Path Platform. Available within the Validity for Email solution, the new Return Path capabilities improve the email marketer’s ability to optimize for Gmail and G-Suite inboxes, receive automated deliverability reporting. The combined set of new features will make it easier for email marketers to track the effectiveness of overall email campaigns that drive revenue, engage users, and support overall growth.

Email remains a top vehicle to engage buyers, which is why inbox deliverability is still top of mind for digital marketers. Naturally, as the top webmail provider with over 1.5 billion active users worldwide, Gmail addresses are a critical audience for marketers. But in recent years, Gmail has started moving towards engagement-based filtering, resulting in an industry-wide change that has impacted the effectiveness of traditional methods of deliverability tracking worldwide. This latest release of SmartSeeds from Return Path is designed to solve these challenges by providing AI-driven, engagement-based inbox placement insights with deliverability data beyond first-level mailbox provider filtering. 

This release extends Return Path’s B2B CoreSeed offering to provide more comprehensive visibility into all levels of B2B filtering, giving marketers the data needed to understand their placement at filtering companies such as Barracuda, Proofpoint, and Mimecast.

As part of the new Return Path Platform, customers will gain the following capabilities:

  • SmartSeeds – As a follow up to the AI-powered SmartSeeds for Gmail launched earlier this year, access to engagement-based placement data has now been extended in a new, easier implementation of SmartSeeds. SmartSeeds is designed to mimic the real behavior of subscribers on a marketer’s list, providing insights that traditional seed lists simply cannot supply. This exclusive engagement-based inbox placement data is available only from Return Path.
  • Additional insights for B2B senders – Validity has also added enhanced business address filtering to its growing CoreSeed list offering from Return Path. This provides more depth to B2B marketers, giving them insight into third party filtering companies that are used as an add on to the native hosted mailbox filtering. With this feature, customers can look forward to gaining more insight into placement at companies such as Barracuda, Proofpoint, and Mimecast.
  • Automated reporting – In addition to the seed updates, the Return Path Platform introduces an all-new automated deliverability report. These new reports, available for download on the first of each month, include both CSV and PDF formats with clients’ previous month’s data. Reports for up to 18 months of historical data are also available. Being able to automate reporting and document email placement progress from month-to-month makes reporting a much easier and smoother process.

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