In a world ruled by automated e-mail marketing campaigns, reaching out to the target audience can be a tough nut to crack. To overcome this task, you have the support of 2 concepts that can directly impact the deliverability rate: whitelists and blacklists. In case you don’t know these terms, you’re passing up an excellent opportunity to improve the overall results with your campaign.
Before enjoying all the benefits of whitelists and blacklists, you must first understand the meaning of each term. So let’s get to the concepts:
Being directed by your target audience as a trusted sender is a big bonus for your company. Besides, it transmits security, credibility, and a good reputation. Besides all that, it increases the delivery rate for your campaigns.
In this context, the whitelist, also called ‘list of good,’ consists of a set of e-mails, IP addresses, or domains previously approved and having delivery permission, without any need to undergo anti-spam filters. By integrating this list, a company is seen as a trusted sender and free of spam.
Any e-mail off this list is filtered as “junk mail” or placed in the folder from unknown senders.
These selected e-mails, domains, or IPs indicates another function: blocks a high rate of spam, which is useful for the user. And it’s also great for you since you will be well seen with a reputation beyond reproach. The whitelist is, therefore, used by most email checker providers as a filter between what will be delivered and what won’t.
To receive this certification, you must correctly apply the best practices of e-mail marketing, starting with the permission policy (opt-in). It’s like being on the VIP-list for a trendy party. However, the stay may be canceled if your company send unwanted e-mails or receive any complaints.
With the volume of daily e-mails submissions and also some spam increasing, the term blacklist gained even more traction in the vocabulary of those who have to deal with e-mail marketing.
Blacklist is composed of e-mails, IP addresses, and domains classified as poor because of the spam. Available to the public, it’s utilized for the IP block on the servers, and their consequence can cause financial loss for the businesses and create a negative customer experience. Being a part of this relationship, you lose the right to convey your e-mails into the inbox of 1 or more users, because they get directed straight to the spam folder.
The first step to not fall on a blacklist is to understand how it acts and when companies are at risk. This means practicing spam by sending unwanted e-mails without permission (opt-in). When an e-mail, IP or domain is on this blacklist, the provider may refuse the receipt of the messages by considering the address as unreliable.
Do you know what the most common blacklists are? We have prepared an infographic with critical addresses, including time and peak days, among other things.
To escape this list, you should avoid sending e-mails in large quantities, with prejudiced, malicious, virus-infected or pornographic content,
You should receive several e-mail marketing campaigns daily, and many of them land directly in your spam box, we are sure you don’t want your company following the same path. The best way is working with a list grounded in the opt-in policy, built by yourself, and with permission to send e-mails.
You should also follow the best email marketing practices authenticating your identity on the sender space, segmenting your contact lists, and adapting your message to these segments, sanitizing your e-mail database from time to time and not bombarding the addresses of your recipients with thousands of e-mails.
Also, Remember to provide the option of opting-out. If you don’t want to break the laws, you should not stop anyone who wishes to receive your e-mails no longer. By the standards set in the Can-Spam Act, you must facilitate the cancellation process by providing a visible link at the bottom of all outgoing e-mails. You must also honor any request as soon as possible.
To improve this and keep the cancellation fees low, you should segment your contact list and target content as per the interests of every group. You can also offer options asking your contacts what type of content they would welcome from your side.
So if you follow best practices, avoid any purchased mailing lists (without opt-in) and comply with the policies of e-mail providers, you can use e-mail marketing to leverage your business.