As a Certified sender, why do I need to represent myself truthfully and accurately and how do I do it?

Return Path, along with its data partners, expects that Certified senders will be easily reachable and proudly stand behind the mail they send. If your email content (including subject lines, headers, and contact information) is hidden, misleading, or deceptive, you may appear as if you are avoiding accountability or ownership.

Also, providing clear and accurate subject lines, headers, and contact information will:

  • Help keep your complaint rate down because subscribers know who is sending them mail
  • Boost subscriber trust because they can easily reach you with questions, if needed

To truthfully and accurately represent yourself as a mailer:

  • Include a valid physical mailing address within all commercial or promotional messages (required by CAN-SPAM)
  • Make sure subject lines tell users what is actually in the email
  • Identify yourself or your business in the Return-Path, From, and Friendly-From header domains
  • Make sure all content, including links and logos, represent your business
  • Have an up-to-date, accurate privacy policy that complies with all laws
  • Have an up-to-date, accurate WHOIS record


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