With over 400 million users worldwide, there’s a pretty big
Mr. Email Marketer is hard at work at his desk,
Gmail has the Priority Inbox. Yahoo uses special filters. And
Often you’ll ask subscribers to whitelist your email address so
Email marketers are the authors of a very particular story:
Inbox filters aren’t just about emails ending up in the
Although emails from AWeber customers like you are already whitelisted on an ISP level through us, your emails may be filtered on an individual level. Each subscriber has the opportunity to whitelist you within their own inbox. This can prevent confusing messages and keep inboxes from filtering you out.
Getting subscribers to whitelist you sure is a popular permission email marketing topic lately.
OK, 9,785 reasons might be a slight exaggeration. But the writing is on the wall for marketers who aren?t getting subscribers to add them to their address books.
A lot of email senders are concerned with whitelisting and spam complaints.
They’ll ask questions like:
- Are you whitelisted? How do I get whitelisted?
- So if you’re/I’m whitelisted, I won’t ever go to the spam folder?
- How do you make sure I don’t get spam complaints?
- How do I know who marked my email as spam?
If you’ve ever been concerned about your email deliverability, you’ve probably wondered the same sorts of things.
All of these questions can lead to useful discussions about getting your email delivered. But a lot of times, those discussions require more than a simple one-word or one-sentence answer.
I recently came across a handy resource on ISP whitelisting and feedback loops that gives us an opportunity to clear up some misconceptions and uncertainties that many people (perhaps even you) have had about email deliverability.
Fact: Not All ISPs Offer Whitelisting or Feedback Loops
The problem with asking a question like “are you whitelisted?” is that it assumes that whitelisting is an everybody-or-nobody proposition.
Even if you’re whitelisted (as AWeber is) with the ISPs who do offer it, there are other ISPs who simply don’t offer whitelisting.
The same goes for Feedback Loops – not all ISPs will tell you when a subscriber marks an email as spam.
For a handy list of ISPs that do and do not offer whitelisting and/or feedback loops, see this blog post at Word to the Wise.
Keep in mind, if you’re using AWeber, you don’t need to get whitelisted separately for your email campaigns through us.
What Does It Mean to be Whitelisted?
What’s interesting about this question is that I cannot recall anyone ever asking me this in my 4+ years at AWeber. People will ask if we’re whitelisted, but they don’t ask what that means or what the implications of being whitelisted are.
Here’s something that a lot of people don’t know about whitelisting…
- Whitelisting does not in any way guarantee that your emails will all end up in the inbox.
It doesn’t. That’s not why it exists.
Being whitelisted at an ISP is not a “free pass” to send whatever you want, whenever you want, without any potential deliverability repercussions.
I think of it this way…
Being whitelisted is like taking a pledge – by providing information about your mailing practices to an ISP, you’re saying “I practice responsible email marketing, and I’m willing to prove it by letting you keep a close eye on me and how recipients treat my email.”
After all, one of the effects of getting whitelisted is that you make it easier for an ISP to identify email coming from you – and potentially block it.
This doesn’t mean whitelisting is bad. It’s a good thing to do, and whitelisted senders have an advantage over those who are not whitelisted. But don’t think it’s a free pass to send unsolicited or irrelevant emails to people.
What About Feedback Loops? What Do They Mean to You?
Here’s the lowdown on feedback loops:
- When an ISP offers a feedback loop, it means that they will tell us when one of your subscribers marks your email as spam.
The feedback loops are what enables us to show you complaint rates within your account.
- If your complaint rates get too high, an ISP may not deliver your email campaigns to the inbox.
Being on a feedback loop is kind of like being whitelisted – you’re taking responsibility for your email practices, and their consequences.
- Whenever someone marks your email as spam, we immediately unsubscribe them from your list.
If you run any email campaigns outside of AWeber, you should regularly export your unsubscribes (this will include people who marked one of your emails as spam) so you can make sure that they’re not on those other campaigns.
What Other Questions Do You Have?
Is there anything else you’ve wondered about email deliverability, but not asked about before?
Share your thoughts and questions below!
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