Return Path Releases Domain-Based Email Certification

Data solutions provider Return Path today launched the next generation of its Certification solution, which will enable email senders to join a certified whitelist based on their sending domain reputation.

"Email filtering is constantly evolving. With the adoption of IPv6, the number of IP addresses has grown exponentially, making IP reputation much more difficult to monitor. So mailbox providers are placing increased importance on domain-based authentication for their filtering decisions," said Matt Blumberg, Return Path's CEO, in a statement. "Now more than ever, it's critical for senders to maintain a spotless domain reputation. Going through the certification process is a sure-fire way to expose any possible domain reputation issues."

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 midsized 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 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 to remain on Return Path's domain certified whitelist.

"Email is the lifeblood of marketing, and domain certification is a critical step to establishing legitimacy. Quite simply, it provides proof that your emails are wanted by the end recipient," Blumberg added. "Today we're offering a whole new segment of senders that power of proof, a critical element to ensuring that they're not only hitting the inbox, but also delivering on customer expectations."

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