Do SuretyMail and Validity Sender Certification increase inbox reach, and how do they work?

Email marketer from EmailVendorSelection.com explains that Return Path certification (now Validity) helps improve email deliverability by providing a positive reputation with mailbox providers. Certified senders often bypass spam filters and experience higher inbox placement rates due to this trusted sender status.

Email marketer from EmailToolTester.com responds with a warning that you should be very wary of any service that *guarantees* high deliverability. Deliverability depends on so many things, and it is nearly impossible to guarantee

Email marketer from Reddit explains that the Return on Investment (ROI) for certifications like Validity depends on the sender's current practices and target audience. For senders already following best practices, the incremental benefit may be limited. However, for those struggling with deliverability, certification can provide a significant boost.

Email marketer from MailerQ.com shares their views that Validity’s certification is a good way to show mailbox providers that you are a trustworthy party. It improves your sender reputation, especially if you have a good email marketing strategy and follow industry guidelines. However, it is a paid service.

Email marketer from Snov.io explains that email warmup is a process of gradually increasing the volume of emails sent from a new IP address or domain. Warming up email is a process that helps to establish a positive sender reputation by consistently sending emails and demonstrating responsible sending behavior.

Email marketer from G2.com explains that one of the best ways to improve email deliverability is to purchase a dedicated IP address. A dedicated IP address is not shared with other senders and gives you complete control over your sending reputation. By warming up your IP address over time and following email best practices, you are more likely to see better email deliverability.

Marketer from Email Geeks explains that SuretyMail provides a positive signal to SpamAssassin, which is indirectly used by several MBPs (Mailbox Providers) in their algorithms to determine inbox placement. Anne Mitchell, associated with SuretyMail, is highlighted as a champion for good sending practices.

Email marketer from StackExchange explains that you can also try setting up SPF, DKIM and DMARC records in your DNS to let mail servers know that the email is really coming from the source it claims to be coming from. If you want to get more technical, implement an event-driven, message-oriented architecture to handle email events in real-time

Marketer from Email Geeks shares that much of the value from certification programs like Validity comes from following best practices. Cert programs help you to improve your practices, similar to a personal trainer to ensure high quality senders are recognized.

Email marketer from Mailjet.com shares that while certifications like Return Path (Validity) can help, building a solid sender reputation through consistent, permission-based sending practices is crucial for sustained inbox placement. Good sending habits and engagement are key to long-term deliverability success.

Marketer from Email Geeks addresses confusion around Validity’s Sender Certification (formerly Return Path). While it used to be an allowlist for MBPs, now MBPs use proprietary algorithms combining internal and external signals. Some take a direct signal from Validity, while others use indirect signals from sources like SpamAssassin. Studies have shown tangible differences between Certified and non-Certified customers, especially with MBPs taking the direct feed.

Expert from Email Geeks explains that both SuretyMail and Validity (Return Path) certification programs help in different ways. The key benefit to either is getting your program modified and setup to meet the certification requirements, enforcing compliance which helps your deliverability.

Expert from Spam Resource explains that certifications, like those offered by Validity (formerly Return Path), provide a formal framework for email senders to demonstrate adherence to best practices. This can lead to improved inbox placement by signaling trustworthiness to mailbox providers, but real results depend on the sender's existing practices and overall program quality.

Expert from Word to the Wise discusses that the effectiveness of sender certification depends heavily on several factors including the specific certification program, the mailbox provider's reliance on the certification, and the sender's adherence to best practices. It is a signal, but not a guarantee, and should be part of a broader deliverability strategy.

Documentation from Spamhaus.org details that their blocklists are used by many ISPs and mailbox providers. While not a direct certification, avoiding being listed on Spamhaus is critical for deliverability. Good sending practices are emphasized as essential for maintaining a clean reputation.

Documentation from Microsoft explains that they also use data and signals that they can gather from internal sources. This internal data is generated from your use of Microsoft 365, and has a direct impact on the deliverability of your emails.

Documentation from RFC-Editor.org explains how SPF can authorize use of domains in e-mail. When used in conjunction with complementary mechanisms, SPF and related technologies can significantly reduce the incentive to send some kinds of unwanted e-mail.

Documentation from Validity.com details that their certification program provides mailbox providers with assurance that senders adhere to best practices. This assurance involves ongoing monitoring and compliance checks, ensuring senders maintain a high level of email quality and responsible sending behavior.