Frequently asked questions.

Whenever someone creates something new and exciting, there’s bound to be some curiosity! We asked our customers what some of their initial questions were to share with you.

Frequently asked questions.

Whenever someone creates something new and exciting, there’s bound to be some curiosity! We asked our customers what some of their initial questions were to share with you.

What is VTO?

View Time Optimization (VTO) by Verizon Media, as exclusively provided by Validity for Email, delivers commercial mail to top inbox positions the moment mailbox users are active, driving more impressions, engagement, and revenue. Verizon Media mailboxes include Yahoo, AOL, Verizon.net, among others, which comprise a meaningful portion of most email lists.

Verizon Media research showed marketing messages in the top inbox position had a 50% higher open rate than those in the third position and opens decreased dramatically in lower positions. This consumer inbox reality combined with a growing amount of commercial mail being sent creates congestion and competition for attention that is difficult to work around.

Supporting that claim, case studies by Verizon Media revealed VTO produced email open rate increases of 4x and click-through rate increases of 2x, which are significant performance improvements for any marketing campaign.
By combining VTO with Validity for Email’s email reputation features, senders maximize their deliverability and the likelihood their mail passes global filters at Verizon Media, a requirement for an email to successfully receive VTO benefit.

Why do I have to use Validity for Email to access VTO?

While VTO feature allows senders to deliver commercial mail to Verizon Media mailboxes in top inbox positions the moment a recipient is active in their mail app, VTO is a natural add-on for good senders who have a good reputation at mailboxes like Yahoo, AOL, and Verizon.net. It’s a no-brainer, since your messages are already reaching the inbox. Now they’ll get to the top of the inbox

Leveraging the Validity for Email platform and our expert services team helps diagnose and repair sender reputation issues at all major mailbox providers like Gmail and Microsoft as well as Verizon Media. Combining Validity for Email with VTO results in more mail delivered and more mail engaged.

Does VTO only work on specific mail clients/apps?

VTO works with any client the Verizon Media subscriber uses to access their inbox – whether on the web or through one of Verizon’s apps on iOS or Android or through third-party apps like Apple Mail.

Is VTO by Verizon Media a standalone product?

No. Senders wishing to access VTO must purchase an annual subscription of Validity for Email.

Leveraging the Validity for Email platform and our expert services team helps diagnose and repair sender reputation issues at all major mailbox providers like Gmail and Microsoft as well as Verizon Media. Combining Validity for Email with VTO results in more mail delivered and more mail engaged

How is VTO different from Send Time Optimization (STO) at Verizon Media mailboxes?

STO is a “best guess” based on previous engagement activity of when a user will be in their inbox. VTO delivers mail to top inbox positions the moment users are active in their mail app, regardless of previous behavior.

VTO is a privacy-minded evolution of STO. Traditionally, with STO, senders have relied on customer engagement data to suggest a window of likely inbox activity. In contrast, VTO does not track past user behavior to determine when an inbox is likely to be active; it simply delivers an email right when Yahoo Mail and AOL Mail customers check their inbox via a simple, automated queuing mechanism. Neither the timing of when the user checks their inbox nor any personal data is shared with the sender.

VTO is only available at Verizon Media mailboxes and is exclusively available as part of the Validity for Email platform.

How complicated is the process of implementing VTO into a campaign?

In less than five minutes, most senders can provision a VTO campaign in the Validity for Email platform – Validity and Verizon Media will take it from there. Once provisioned, you go back to your email service provider and send the campaign like normal.

Which mailbox providers or email domains does VTO work on?

At this time, VTO technology works on Yahoo, AOL, Verizon.net and Netscape accounts.

Do I need to do anything custom or special to use VTO technology?

All you need to do is add a simple x-header to your campaigns so the VTO network can identify your email.

Does this just enable more spam?

No. By partnering with Validity and making this solely available within the Return Path platform, we make sure that spammers and bad-actors can’t abuse this technology.

How can I get VTO?

If you’re a Return Path customer already, contact your customer representative! If you are not yet part of the Return Path family, simply click the “Request Info” button at the top of this page to arrange a time to connect and discuss the benefits of Validiy’s entire suite of email marketing tools.

How is this different from Send Time Optimization (STO)?

While Send Time Optimization (STO) can address inefficient sending behaviors, competing models by various senders result in bulk deliveries to the same recipient at the same time, negating any of the benefits STO would ideally provide. By amplifying the “below the fold” problem, they further decrease the chance of opens and increase email fatigue.

How do I get VTO?

VTO is exclusively available as part of Validity’s industry-leading email deliverability tools, Return Path and 250ok. For over 20 years, both Return Path and 250ok have helped tens of thousands of businesses improve the effectiveness of their email campaigns.

If you’re already a Return Path or 250ok customer, VTO will be offered as an additional, paid option to your current plan.

Validity Customers Include:

Products

BriteVerify

BriteVerify email verification ensures that an email address actually exists in real-time

DemandTools

The #1 global data quality tool used by thousands of Salesforce admins

GridBuddy

The most productive user experience in the Salesforce ecosystem

Return Path

World-class deliverability applications to optimize email marketing programs

Trust Assessments

A revolutionary new solution for assessing Salesforce data quality

250ok

Email deliverability, design, validation, DMARC, and analytics, all in one.

Solutions

Validity for Email

Increase inbox placement and maximize subscriber reach with clean and actionable data

Validity for Data Management

Simplify data management with solutions that improve data quality and increase CRM adoption

Validity for Sales Productivity

Give your sales team back hours per day with tools designed to increase productivity and mitigate pipeline risks in real-time