Validity Introduces New Advancements in Email Deliverability

Return Path Uses Deliverability Reporting to Track Improvements in Inbox Placement and Gain More Extensive Coverage of B2B Email Campaigns

Validity, the most trusted name in customer data quality, today 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, and further extend Return Path’s capabilities for B2B email campaigns. 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. With over 20 years of unmatched technical innovation, these new capabilities are the direct result of Return Path’s ongoing leadership position in market.

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“With new data sources, products, and solutions, Return Path remains the trusted source for all of our email deliverability and optimization needs,” said Matthew Hill, senior postmaster Canada, OpenText. “We’ve always relied on Return Path’s CoreSeeds to provide critical performance indicators—like blocking and filtering—but with SmartSeeds, Return Path is taking program performance visibility to new heights. Knowing that I have accurate visibility into the deliverability landscape, while being able to view performance from multiple angles, makes our email program easier to manage, giving me back time to focus on other important tasks.”

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B2B marketers also face the ongoing challenge presented by third-party filtering applications, which are installed alongside the filtering already included by hosted mailbox providers. Insight into placement at common B2B mailboxes – like Google, Office 365, and Go Daddy – is not enough. Visibility into additional third party filtering is a critical part of understanding inbox placement challenges at B2B providers. 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.

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