If you’ve noticed a significant decrease in your email open rates, your IP address or domain may be blacklisted.
How do senders get blacklisted?
Here’s a little more detail on the ways you could land on a blacklist:
- Spam complaints negatively impact your ability to land in a subscriber’s inbox. If subscribers consistently mark your email as spam, your IP may end up on a blacklist. To avoid this, ensure your email content is value-added and relevant to your subscribers.
- Sending to spam traps is a symptom of poor list acquisition and list hygiene practices. To avoid this, use opt-in consent and regularly suppress unengaged subscribers. Blacklists also use spam trap addresses — which are fake (so-called pristine traps) or inactive (recycled, unused) email addresses — to determine the quality and accuracy of your email list.
- Poor mailing lists are important to avoid. Mailing lists can become increasingly inaccurate if companies have weak permissions and/or fail to observe opt-out requests. Follow consistent list management to avoid inaccurate mailing lists.
- Sudden high volume sending can also get you blocklisted if you have little to no established sender reputation. Avoid sending campaigns all at once or in quick succession if you’re sending from a new domain or IP address.
- Misconfiguration of your email infrastructure — for example, if your reverse Domain Name System (rDNS) does not match your HELO — can also lead to being blocklisted.
Learn more tips and strategies with Validity’s Guide to Blocklisting.
Is your company blacklisted?
What does being blacklisted mean for your email campaigns?
However, there are hundreds of blocklists, and not all of them have the same impact on email programs. So rather than panicking if your IP or domain pops up on any blocklist, check if it is an important blocklist and determine if your performance metrics are impacted.
number of hits per day on Validity’s trap network, the largest publicly available commercial trap network in the world
Types of public blocklists
IP-based blocklists are used by mailbox providers to identify which IP addresses are sending spam or other “bad” mail, such as malware infectors, virus and botnet distributors, to their receivers.
Domain-based blocklists utilize the senders’ domain names to create lists of domains associated with spam. These domains aren’t necessarily sending spam to receivers, but they were found to be using bad practices associated with spam attempts. Make sure to follow email best practices when creating email campaigns.
Not all blocklists are created equal. Some blocklists have a bigger impact on performance.
If you’re blocklisted, there are steps you can take to address mitigating factors that led to your IP or domain being blocklisted. Temporarily stop your email campaigns and figure out exactly how and why this happened. If you’re on a critical blocklist, like Spamhaus, follow their delisting process. Read more about this process and blacklist prevention here.
Contact us today to schedule a free demonstration and see how Validity can alert you to trap hits and blocklistings.