News
Return Path Launches Domain-Based Email Certification Solution
May 2016 by Marc Jacob
A staggering 21% of permissioned marketing emails never reach the inbox, instead landing in spam folders or getting blocked altogether. For brands and marketers, that means losing out on opens, clicks, and ultimately revenue. Data solutions provider Return Path today announced the next generation of its Certification solution, which will enable email senders to join the world’s most recognized certified whitelist based on their sending domain reputation—with the end result of a better inbox experience for users expecting important, valued email communication.
Prominent mailbox providers are recognizing the power of Domain Certification for enhancing the inbox experience of consumers. By ensuring only legitimate, high-quality senders reach the inbox, mailbox providers can better serve their users by tightening spam filtering while still making sure that the mail subscribers want doesn’t get sent to the spam folder.
For brands and marketers, Certification helps optimize email visibility and increase ROI by getting more email delivered at major mailbox providers, with an average life of 18% in overall placement.
While Return Path’s existing IP address-based whitelist caters to large enterprise senders, the new Domain Certification solution will extend the benefits of Certification to small and mid-sized senders on shared IP addresses. Adding Domain Certification will also benefit senders that already have certified IP addresses by giving them greater flexibility to monitor their email streams.
Like Return Path’s existing Certification program, only the most reputable senders will qualify for Domain Certification. Applicants undergo stringent review of their email program, including permission practices, email infrastructure, privacy policies, disclosures, and more. Once Certified, senders must maintain strict compliance with sending best practices in order to remain on Return Path’s Domain Certified whitelist.
