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  1. Validity Help Center
  2. Email optimization
  3. Deliverability

Deliverability

  • How to perform an A/B split test with the Return Path Seed List

    A/B split testing is a method of comparing two versions of a single email campaign to determine w...

  • Tips for sending to an old email list

    There are times when you may be tempted (or legally required) to mail to an old email list. It is...

  • I send transactional email, how can I benefit most from Return Path tools and services?

    Transactional email is subject to mailbox provider spam filters and require a good sending reputa...

  • Best practices for sending transactional email

    Sending transactional email is a great way to establish and maintain communication with your cust...

  • Troubleshooting tips for transactional email spam folder placement

    Sending transactional email is a great way to establish and maintain communication with your cust...

  • Best practices for sending frequency and cadence

    Frequency and cadence are two important elements to keep in mind when you are creating a sending ...

  • What are the impacts of fluctuating sending volume?

    When you send steady and predictable email volume, mailbox providers can have more confidence in ...

  • What is the difference between spam, junk, and bulk folders?

    The filtering systems used by mailbox providers have methods for classifying email as spam, email...

  • Why are there spam traps in my email list?

    Listed below are common reasons spam traps are on your email list: You have a security breach in...

  • Troubleshooting mail blocked by a mailbox provider

    If your mail is being blocked by a mailbox provider: 1. Review your bounce logs. A policy block ...

  • Block bounce code examples

    When a mail server unsuccessfully attempts to send a message to another server, it typically resu...

  • Troubleshooting a spike in complaints from a particular mailbox provider

    Issue A large number of complaints from a particular mailbox provider begin to appear when normal...

  • Troubleshooting sharp increases in complaint rates

    Issue You see a sharp increase in complaints at one or more mailbox providers. Common causes Man...

  • What are URL or Link Shorteners and how can they be harmful?

    URL shortening, or link shortening, is a technique used to make a URL shorter, but still navigate...

  • Best practices for volume consistency

    If your sending volume is inconsistent, or erratic, you will probably encounter delivery issues. ...

  • How to identify inactive and unengaged subscribers

    One of the most common challenges you may face as a marketer is deciding how to handle inactive a...

  • What is the ideal subject line length?

    It is ideal to keep your subject line length as short as possible, preferably under 55 characters...

  • What is IP warming and why do you need to do it?

    IP warming, or IP warm-up, is the way you establish a reputation for a new IP, or an IP that has ...

  • What are content filtering and fingerprinting?

    Content filtering Content filtering is a technology that scans email, including the header, foot...

  • How do allowlists impact deliverability?

    An allowlist can have a direct impact on deliverability, especially when resolving temporary fail...

  • How to identify and remove unknown users

    There are a number of things you can do to identify and remove unknown users from your email list...

  • What does an Abuse Reporting Format (ARF) report look like?

    The Abuse Reporting Format (ARF) is the standard format used by mailbox providers to provide gene...

  • What should I do if my email is being throttled by mailbox providers?

    When your email is being throttled by mailbox providers, there are a few steps you can take. In m...

  • CAN-SPAM Act scope and requirements

    The Controlling the Assault of Non-Solicited Pornography and Marketing (CAN-SPAM) Act was passed ...

  • Canadian Anti-Spam Legislation (CASL) Compliance Checklist (PDF)

    Use this Canadian Anti-Spam Legislation (CASL) Compliance Checklist as a guide to assess existing...

  • Is text-only email creative still necessary when the sender already has an HTML version?

    Although recent statistics show that less than 3% of subscribers view email in text-only format, ...

  • What is the recommended file size limit for an HTML email?

    The industry best practice is to aim for a total file size of less than 100 KB, including images ...

  • What file size maximum helps ensure streamlined email load time?

    Senders targeting mobile subscribers should limit total file size (including images and the HTML ...

  • What spammy words or content should be avoided in emails?

    Maintaining a good sending reputation is more important than avoiding spammy words or content in ...

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