What is the pricing structure for Validity's Feedback Loop (FBL) service and how does it work?

Summary

Validity's Feedback Loop (FBL) service, particularly the Abuse Reporting Format (ARF) service, costs $1,500 annually for up to 100,000 complaints, with overage charges of $150 per additional 10,000 complaints. Free access may be available for existing Everest/Sender Certification clients and non-profits via the Validity Cares program. The Validity Everest platform includes FBL monitoring, but its pricing is customized and requires direct contact. Feedback loops, in general, provide complaint reports, enabling senders to improve practices. Validity's Sender Certification affects FBL costs, involving specific requirements. FBLs help identify abusive senders, enhance email delivery, protect brands, and reduce risk. Engagement leads to an elevated sender reputation, with best practice including removing complainers from the mailing list and establishing systems to receive, process, and act on FBL data. Understanding the Abuse Reporting Format (ARF) is essential.

Key findings

  • Pricing: $1,500 annually for up to 100,000 complaints; $150 per additional 10,000 complaints.
  • Free Options: Free for Everest/Sender Certification clients and non-profits (Validity Cares).
  • Custom Everest Pricing: Validity Everest pricing is customized; contact for details.
  • FBL Mechanism: FBLs provide complaint reports for improved sending practices.
  • Sender Certification: Sender Certification affects costs and involves specific requirements.
  • UFL Benefits: The Universal Feedback Loop improves delivery, identifies abuse, and protects brands.
  • Engagement Elevates: Engaging with FBLs elevates sender reputation.
  • ARF Standard: Abuse Reporting Format (ARF) is a standardized email format used by feedback loops.
  • Remover Complainers: Removing recipients who mark emails as spam is a best practice.

Key considerations

  • Complaint Volume: Assess complaint volume to determine potential overage costs.
  • Existing Services: Check eligibility for free access based on existing subscriptions.
  • Everest Features: Explore FBL monitoring within Validity Everest.
  • Sender Certification: Understand Sender Certification requirements.
  • Contact Validity: Contact Validity for customized pricing.
  • Set up Systems: Set up systems to process and act on FBL data.
  • Automation: Automate removal of complainers.
  • ARF: Familiarize with ARF Standard.

What email marketers say
9Marketer opinions

Validity's Feedback Loop (FBL) service, particularly the Abuse Reporting Format (ARF) service, has a base price of $1,500 annually for up to 100,000 complaints. This service helps senders identify and address deliverability issues by providing complaint data. Additional costs of $150 per 10,000 complaints apply beyond the initial limit. Existing Everest and Sender Certification clients, as well as non-profit organizations under the Validity Cares program, may receive the service for free. The Validity Everest platform also includes FBL monitoring features, but its overall pricing is customized and requires direct contact with Validity. Feedback loops, in general, are mechanisms by which senders receive reports of complaints, enabling them to remove complainers from their lists and improve sending practices. Validity's Sender Certification impacts FBL costs, as it involves specific sending requirements for preferred sender status. Monitoring FBLs is critical for maintaining a positive sender reputation and ensuring better inbox placement.

Key opinions

  • Base Price: The base price for Validity's ARF service is $1,500 annually for up to 100,000 complaints.
  • Overage Costs: Additional complaints are charged at $150 per 10,000 complaints over the initial 100,000.
  • Free Options: Existing Everest/Sender Certification clients and non-profits may qualify for free access.
  • Custom Everest Pricing: Validity Everest's overall pricing is customized and requires direct contact with Validity.
  • FBL Mechanism: Feedback loops allow senders to receive complaint reports and improve sending practices.
  • Sender Certification Impact: Validity's Sender Certification can influence the costs associated with FBL services.

Key considerations

  • Complaint Volume: Assess your expected complaint volume to determine potential overage costs.
  • Existing Validity Services: Determine if you qualify for free access based on existing Everest or Sender Certification subscriptions.
  • Everest Features: Explore the specific FBL monitoring features within Validity Everest and their impact on overall deliverability.
  • Sender Certification Requirements: Understand the requirements for Validity's Sender Certification and its potential benefits.
  • Contact Validity: Contact Validity directly for customized pricing information and to clarify any specific questions regarding their services.
Marketer view

Email marketer from EmailVendorSelection.com notes that Validity Everest includes feedback loop monitoring features, but pricing is customized and requires direct contact with Validity for a quote, as it depends on the specific modules and usage levels required.

March 2024 - EmailVendorSelection.com
Marketer view

Marketer from Email Geeks shares Validity's pricing for the ARF service, stating it's $1,500 US annually for up to 100,000 complaints. He also mentions free service for Not-for-Profit companies via their Validity Cares program.

August 2022 - Email Geeks

What the experts say
2Expert opinions

Feedback loops (FBLs) are crucial for maintaining good email deliverability. Monitoring and actively managing FBLs is essential. Best practice includes promptly removing recipients who mark emails as spam from mailing lists. Setting up systems to receive, process, and act on FBL data helps senders maintain a positive reputation and improve deliverability.

Key opinions

  • FBL Importance: Feedback loops are essential for good email deliverability.
  • Removal of Complainers: Prompt removal of recipients marking emails as spam is a best practice.
  • System Setup: Senders need systems to receive, process, and act on feedback loop data.
  • Proactive Approach: A proactive approach to managing FBLs helps maintain a positive sender reputation.

Key considerations

  • Implementation: Implement systems to receive and process complaint data from feedback loops.
  • Automation: Automate the removal of complainers from your mailing lists.
  • Monitoring: Continuously monitor feedback loops to identify and address deliverability issues.
  • ESP Compliance: Ensure your ESP supports and encourages feedback loop management.
Expert view

Expert from Spam Resource explains that Feedback Loops are essential for good email deliverability. She notes that it is best practice to remove any recipients from a list that are hitting the 'this is spam' button. She explains that most mailbox providers want ESPs to maintain them for all mailstreams.

August 2023 - Spam Resource
Expert view

Expert from Word to the Wise details that monitoring feedback loops is essential. They elaborate that to leverage FBLs, senders need to set up systems to receive and process the complaint data, and automatically remove complainers from their mailing lists. This proactive approach helps maintain a positive sender reputation and improves deliverability.

December 2021 - Word to the Wise

What the documentation says
4Technical articles

Validity's Universal Feedback Loop (UFL) identifies abusive senders, enhances email delivery, protects brands, and reduces risk. Pricing is tiered based on users and features, requiring direct contact for details. Generally, ISPs provide FBL data which Validity uses to enhance its UFL service; setting up FBLs is important to monitor complaints and maintain a good sending reputation. The Abuse Reporting Format (ARF) is a standardized format for reporting complaints. Engaging with feedback loops improves sender reputation and deliverability.

Key findings

  • UFL Benefits: Validity's UFL identifies abusive senders and improves email delivery with increased brand protection and reduced risk.
  • Tiered Pricing: Validity uses tiered pricing based on the number of users and features; contact them for specific pricing details.
  • FBL Importance: ISPs provide FBL data, vital for monitoring complaints and maintaining a good sending reputation.
  • ARF Standard: The Abuse Reporting Format (ARF) is a standardized email format used by feedback loops.
  • Engagement Elevates Reputation: Engaging with feedback loops elevates sender reputation and improves email placement.

Key considerations

  • Contact Validity: Reach out to Validity to understand the specific pricing for your use case.
  • Set up FBLs: Establish processes to monitor and act on FBL data to maintain a good sending reputation.
  • Understand ARF: Familiarize yourself with the Abuse Reporting Format to better understand feedback loop data.
  • Proactive Approach: Use data to ensure emails are sent to engaged recipients
Technical article

Documentation from datatracker.ietf.org states that the Abuse Reporting Format (ARF) is a standardized email format used by feedback loops to report complaints about received email. While not about Validity's specific pricing, understanding ARF helps clarify what the Validity UFL service is processing.

July 2022 - datatracker.ietf.org
Technical article

Documentation from SparkPost.com explains the general concept of Feedback Loops (FBLs). ISPs provide FBLs to senders, and Validity uses this data to enhance their UFL service. SparkPost recommends setting up FBLs to monitor complaints and maintain a good sending reputation. Although not directly Validity pricing, it outlines the importance of FBL data.

January 2022 - SparkPost.com