If your email is rejected by a mailbox provider and the error message directed you to Validity, the following information may be helpful.

Today’s email filters are extremely sophisticated. Following email industry best practices is one way to improve your inbox placement, but best practices are not going to maximize your deliverability and optimize your revenue.

Validity recommends following bulk sender guidelines while also monitoring reputation data, campaign-level filtering data, and individual-level filtering data at all major email providers and filtering companies.

To get started, we suggest the following:

  • Check your score.
  • If your Sender Score is below 70, you need to repair your sender reputation. Download the Fundamentals of Email Marketing to understand the criteria mailbox providers are using to determine which senders get in the inbox and how to improve your performance.
  • If your Sender Score is above 70, continue following industry best practices and optimizing your email program. Download the Secrets of Best in Class Senders to learn how to build and run an effective email program.
  • If your Sender Score is above 80, you may qualify for our Certification program, providing you preferential treatment at major mailbox providers. Learn more about the Sender Certification program.

Featured Resources

Report: Fundamentals of Email Marketing

This guide lays out the foundation of email marketing, giving you the insight you need to understand how email marketing works.


Webinar: State of Email Live

Join us every month as we discuss email in today’s changing world. Each show, we'll share current metrics updates and changes as well as host guests from the industry.


Case Study: Hickory Farms

Learn how this gourmet food retailer achieved a near 100% inbox placement rate and drove significant growth in revenue for their highly seasonal business.


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