Return Path proudly holds the Return Path certified whitelist in the arsenal of tools we can provide clients. With such a whitelist, it’s easy to feel like the “white hat” of email marketing. Despite a world of spam and poor marketing practices, Return Path champions the good senders. You can almost imagine Return Path as The Lone Ranger defending the Old West. Well, almost.
But with every “white hat,” there is always a “black hat”—in our case, the appropriately named blacklist. A blacklist is a list of IP addresses and domains that have been reported as “known” sources of spam. In essence, blacklists promote a safe, spam-free email environment, but to email marketers, they can feel like the kiss of death. We all know that blacklists can negatively impact inbox placement rates, but by how much? What blacklists are used by Mailbox Providers? If you are dealing with blacklisting problems, never fear. We looked at blacklisting trends for permission-based marketers for all of 2013, and compiled an ultimate guide to blacklists.
While there are hundreds of well-known public blacklists, we have identified the thirteen most prominent ones in the infographic. Return Path Reputation Network Blacklist, SpamCop, psbl.surriel.com, cbl.abuseat.org, pbl.spamhaus.org, sbl.spamhaus.org, xbl.spamhaus.org and ubl.unsubscore.com are the most common IP-based blacklists. Dbl.spamhaus.org, URIBL and SURBL are the most common domain-based blacklists, and dnsbl.ahbl.org and invaluement.com are popular blacklists that consider both domain and IP reputation.
Although Gmail does not publicly disclose which blacklists they use, our data shows correlations between Gmail and the following blacklists:
According to our research, Gmail does not appear to use the following blacklists:
If you would like to learn more about how blacklists affect your email program, check out The Ultimate Guide to Blacklists webinar. Equipped with the tools you need to understand blacklists, you can eliminate them as a foe and increase inbox placement at Mailbox Providers like Gmail.