Sender education
Following industry best practices is essential to email marketing success. Use this section to learn about best practices ranging from list hygiene to improving your sending reputation. You can also access videos to help you explore Return Path’s Email Optimization tools.
Best practices
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Best practices for email marketers responding to COVID-19
While email marketers have often had to respond to crises, there is no analogy for the current pa...
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What are best practices?
Best practices refers to commercial or professional procedures that are accepted or prescribed as...
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Sending Best Practices (PDF)
Top factors that impact sending reputation and deliverability Complaints: Ensure all IP addresse...
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Best practices when sending email to an international audience
The world is getting smaller and sending to international subscribers is becoming an important pa...
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Best practices for improving sender reputation
Sender reputation is the way mailbox providers measure the trustworthiness of a sender’s email. I...
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Best practices for effective list acquisition
Your email program’s success depends on continually increasing your return on investment (ROI). O...
Frequently asked questions (FAQ)
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Validity Help Center Information
We are in the process of creating a unified Help Center and Community for all Validity products. ...
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What is Brazil's General Data Protection (LGPD) law and how does it impact me?
*The information in this article about Brazil's new data protection law, LGPD or Lei Geral de Pro...
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What is the California Consumer Privacy Act (CCPA) and how does it impact me?
*The information in this article about the California Consumer Privacy Act (CCPA) is not and shou...
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What is the General Data Protection Regulation (GDPR) and how does it affect you?
This document is being provided for informational purposes only. Nothing in this document shall b...
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What is Return Path doing to prepare for the General Data Protection Regulation (GDPR)?
This document is being provided for informational purposes only. Nothing in this document shall b...
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What is the EU-US Privacy Shield?
Disclaimer The information presented in this overview is not intended to provide any legal advice...
Email Glossary
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What are bounce codes?
Bounce codes are automatic messages sent from a mail system to inform you of a delivery problem. ...
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What are Cascading Style Sheets (CSS)?
Cascading Style Sheets (CSS) is a simple method used to apply format and style (including typogra...
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What are connection and throughput settings?
Connection and throughput settings refer to the number of simultaneous Simple Mail Transfer Proto...
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What are inactives?
Inactives, also referred to as inactive subscribers or non-responders, are email recipients who h...
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What are inline Cascading Style Sheets (CSS)?
Inline Cascading Style Sheets (CSS) uses style information placed directly into a single HTML el...
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What are non-organic list acquisition methods?
When you use non-organic list acquisition, you add recipients to your email program without their...