Validity Updates Return Path Email Marketing Tools

Validity, which acquired Return Path earlier this year, has added capabilities to the Return Path platform.

The Validity for Email Solution now allows brands to improve their Gmail and G-Suite inbox placement while receiving automated deliverability reporting, the company says.  In addition, Validity has enhanced Return Path’s B2B capabilities.

According to the company, the new features include:

  • Enhanced SmartSeeds – The company launched the AI powered SmartSeeds,  which mimics the behavior of subscribers on a marketer’s email list, earlier this year. SmartSeeds now provides easier access to engagement-based placement data.
  • Insights for B2B senders — Validity has added enhanced business address filtering to its CoreSeeds list offering from Return Path. B2B clients have gained insights into placement at third-party filtering companies such as Barracuda, Proofpoint, and Mimecast. 
  • Automated reporting — The Return Path Platform now features a new automated deliverability report. Reports are available for download on the first of each month, include both CSV and PDF formats. They also include the prior month’s data, and historical data is available.



One client, OpenText, has relied on CoreSeeds for performance indicators such as blocking and filtering, but says it has gained additional visibility from SmartSeeds.

“Knowing that I have accurate visibility into the deliverability landscape, while being able to view performance from multiple angles, makes our email program easier to manage, giving me back time to focus on other important tasks,” states Matthew Hill, senior postmaster Canada, OpenText.

Validity’s core products include Return Path, DemandTools, BriteVerify and GridBuddy. 


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