If you're an email marketer, you know how crucial it is to make sure your emails are actually landing in your subscribers' inboxes. And that's where monitoring your email deliverability comes in. It's super important to keep an eye on your deliverability because a low delivery rate can mean your messages aren't reaching your audience and all your hard work goes to waste. And that's not all - there's also the danger of email blacklists.

Yup, you heard that right - email blacklists. These are lists of domains or IP addresses that are known for sending spam. And if your emails get marked as spam, they'll get sent straight to the junk folder and you'll miss out on all those opens, clicks, and conversions you were hoping for. So, in a nutshell, monitoring your email deliverability and avoiding email blacklists is a must for any successful email marketing campaign.

What are Email Blacklists?

Email Blacklist

Okay, let's dive a little deeper into what email blacklists are. Basically, email blacklists are lists of domains or IP addresses that are known for sending spam. They're compiled by ISPs, anti-spam organizations, and other entities that are working to keep inboxes clean and free of unwanted messages.

And here's how they work: when an email server gets a message from one of the domains or IP addresses on a blacklist, it'll automatically flag that message as spam and send it straight to the junk folder. It's kind of like getting a big red "STOP" sign when you're trying to send an email.

It's important to note that blacklists are constantly updated, so even if you're not on one today, that can change tomorrow. That's why monitoring your email deliverability and making sure you're not getting flagged as a spammer is crucial.

The consequences of being blacklisted

Being blacklisted is definitely not a good situation for any email marketer. If your domain or IP address ends up on a blacklist, the consequences can be pretty severe. Here are a few of the most common ones:

  • Low email delivery rate: When your emails are automatically sent to the junk folder, your deliverability rate drops, and you miss out on all those opportunities to engage with your subscribers.
  • Loss of subscribers: If your subscribers aren't getting your emails, they might assume you've stopped sending them or that your emails aren't worth opening. This can lead to a decrease in your subscriber list and a decrease in the success of your campaigns.
  • Damage to your brand: If your emails are constantly being marked as spam, it can reflect poorly on your brand and make you look unprofessional. That's not the kind of reputation you want to have in the email world.
  • Decreased engagement and conversions: When your emails aren't making it to the inbox, you're missing out on all those opens, clicks, and conversions that you worked so hard to get.

All of these consequences can add up and have a big impact on the success of your email marketing efforts. So, being blacklisted is definitely something to avoid!

Common Causes of Email Blacklisting

Email Blacklist

Email blacklists can be a real pain for email marketers. But, the good news is that there are steps you can take to avoid ending up on one, it's important to understand the most common causes of email blacklisting.

Whether it's sending emails to unengaged subscribers, using a compromised email server, or sending too many emails too quickly, there are several factors that can lead to your domain or IP address ending up on a blacklist.

So, if you're looking to keep your emails out of the junk folder and make sure they're reaching your subscribers, it's important to know the common causes of email blacklisting. That way, you can take steps to avoid them and protect your email reputation.

High bounce rates

High bounce rates can be a sign of a problem with your email deliverability, and they can also lead to blacklisting. A bounce is when an email can't be delivered to a recipient's inbox and gets returned to the sender. When you have a high bounce rate, it can indicate that your emails are being marked as spam or that your email server is having trouble delivering your messages.

If you have a consistently high bounce rate, it can lead to your domain or IP address being blacklisted. This is because high bounce rates are one of the indicators that ISPs and anti-spam organizations use to identify domains or IP addresses that are sending spam. So, it's important to monitor your bounce rate and address any issues that could be causing it to stay high.

By keeping an eye on your bounce rate and making sure it stays low, you can help avoid blacklisting and ensure that your emails are reaching your subscribers' inboxes.

Spam complaints

Spam complaints are another factor that can lead to blacklisting. A spam complaint is when a recipient marks an email as spam, either in their email client or through their ISP. This sends a signal to the anti-spam organizations that the recipient didn't want to receive the message.

If you're getting a lot of spam complaints, it's a sign that your subscribers aren't engaging with your emails and that they don't find your content valuable. And, just like high bounce rates, a high number of spam complaints can trigger anti-spam organizations to blacklist your domain or IP address.

To avoid this, it's important to make sure that your emails are relevant and valuable to your subscribers. You should also use best practices for email list management, such as regularly cleaning your list of inactive subscribers and only sending emails to people who have opted in to receive them. By reducing the number of spam complaints you receive, you can help protect your email reputation and avoid blacklisting.

Sending malicious content

Sending malicious content, such as emails with viruses or malware, can also result in blacklisting. Anti-spam organizations and ISPs are constantly working to protect their users from harmful emails, and if they detect that your emails contain malicious content, they may blacklist your domain or IP address.

Not only is sending malicious content unethical, but it can also severely damage your email reputation and hurt your ability to effectively communicate with your subscribers. Once your domain or IP address is blacklisted, it can be difficult to get removed and it can take time for your reputation to recover.

It's important to always keep your email server secure and avoid sending emails with malicious content. You should also be careful when including links or attachments in your emails, and make sure they're from a trusted source. By avoiding sending malicious content, you can help protect your email reputation and avoid blacklisting.

Poor sending practices

Poor sending practices can also result in blacklisting. This includes sending emails too frequently, sending emails to unengaged subscribers, using a purchased or rented email list, and sending emails that are not compliant with anti-spam laws.

Sending too many emails too quickly can overwhelm an inbox and trigger a recipient to mark your emails as spam. Similarly, sending emails to unengaged subscribers or people who haven't explicitly opted in to receive your emails can result in a high number of spam complaints and a low engagement rate.

Using a purchased or rented email list can also lead to blacklisting, as the people on these lists may not have explicitly opted in to receive your emails. And, if your emails are not compliant with anti-spam laws, such as the CAN-SPAM Act in the United States, you risk triggering anti-spam organizations to blacklist your domain or IP address.

To avoid blacklisting, it's important to follow best practices for email marketing and list management. This includes sending emails to subscribers who have opted in to receive your messages, avoiding sending too many emails too quickly, and making sure your emails are compliant with anti-spam laws. By following these practices, you can help protect your email reputation and avoid blacklisting.

The Importance of Monitoring Your Email Deliverability

Email Address checker

Monitoring your email deliverability is important because it ensures that your emails are reaching your subscribers' inboxes and that they're not being blocked or marked as spam. By keeping an eye on your deliverability metrics, such as open rates, click-through rates, and bounce rates, you can quickly identify any issues and make adjustments to improve your overall email performance.

Maintaining a good sender reputation

Maintaining a good sender reputation is crucial for ensuring that your emails are delivered to your subscribers' inboxes and not blocked or marked as spam. A good sender reputation is based on several factors, including the quality of your email list, the relevance of your content, and your overall email sending practices.

To maintain a good sender reputation, it's important to keep your email list clean and up-to-date by regularly removing inactive subscribers and updating invalid email addresses. Additionally, you should focus on sending relevant and engaging content that your subscribers are interested in, and avoid sending emails too frequently or sending emails that are not compliant with anti-spam laws.

It's also important to monitor your email metrics, such as open rates, click-through rates, and bounce rates, and make adjustments as needed to improve your email performance. By focusing on these factors and maintaining a good sender reputation, you can ensure that your emails are delivered to your subscribers' inboxes and have the impact you want.

Increasing open and click-through rates

Email List verification

Increasing open and click-through rates is an important goal for any email marketing campaign, as it helps you reach more subscribers and drive more conversions. There are several tactics you can use to increase your open and click-through rates:

  1. Segment your email list: Segmenting your email list into smaller groups based on subscriber preferences and behavior can help you send more targeted and relevant content, which can in turn increase open and click-through rates.
  2. Optimize your subject line: Your subject line is the first thing your subscribers see, so it's important to make it eye-catching and relevant. Consider using personalization, emojis, and asking questions to encourage subscribers to open your email.
  3. Make sure your content is relevant and valuable: Your content should be relevant to your subscribers and offer value, whether that's in the form of information, entertainment, or a special offer.
  4. Use a clear call to action: Include a clear call to action in your email that tells subscribers what you want them to do next, whether that's clicking through to your website or making a purchase.
  5. Test and optimize: Regularly test different elements of your emails, such as subject lines, content, and call to actions, and use the data you collect to make improvements and optimize your email performance.

By using these tactics and regularly testing and optimizing your emails, you can increase your open and click-through rates and reach more subscribers with your email marketing efforts.

To ensure that your emails reach your subscribers, you can follow these steps:

  1. Make sure your email list is up-to-date and includes only active and engaged subscribers.
  2. Use a reputable email service provider that has strong anti-spam filters and deliverability rates.
  3. Ensure that your emails are not marked as spam by using a clear sender name and email address, avoiding using trigger words and phrases, and using a professional email template.
  4. Ask your subscribers to add your email address to their safe senders list.
  5. Regularly check and monitor your email deliverability rates and take action to improve them if necessary.

By following these steps, you can increase the chances of your emails reaching your subscribers and avoid being marked as spam.

Protecting your brand

Email Marketing Tips

Protecting your brand involves several steps to ensure that your company's reputation, image, and intellectual property are secure and protected from infringement, misuse, or dilution. This includes:

Trademark registration: Registering your brand name, logo, and tagline as trademarks to ensure legal protection against infringement and misuse.

Monitoring and enforcement: Regularly monitoring for potential infringement and taking necessary legal action to prevent or stop it.

Defining brand guidelines: Developing a clear set of guidelines that define your brand's identity and ensure consistency in its usage and representation.

Intellectual property protection: Securing patents, copyrights, and trade secrets for your products and services to prevent unauthorized use or duplication.

Reputation management: Maintaining a positive reputation by addressing customer concerns, responding to negative reviews, and actively promoting your brand's positive attributes.

By protecting your brand, you can maintain control over how your company is perceived and ensure the long-term success of your business.

How to Avoid Email Blacklisting

Email List Validation

Having your IP address or domain name blacklisted means that you're unable to access certain websites or services due to past mischievous or undesirable behavior. To steer clear of blacklisting, it's advisable to stick to these tried and true techniques.

Keep your systems updated: Use the latest software, including the operating system, web server, and any other applications to reduce the risk of vulnerabilities being exploited.

Monitor your logs: Regularly check your system logs to detect any unusual activities and take appropriate action.

Use anti-spam measures: Implement anti-spam measures, such as SPF, DKIM, and DMARC, to reduce the chances of your emails being marked as spam.

Be mindful of sending emails: Avoid sending large numbers of emails to addresses that don't exist, or to people who haven't subscribed to your mailing list.

Keep your mailing lists clean: Regularly clean up your mailing lists to remove inactive or invalid email addresses.

Avoid sending malicious content: Don't send emails with harmful attachments or links, as this could result in your IP being blacklisted.

By following these best practices, you can help prevent your IP or domain from being blacklisted, and ensure that your emails reach your intended recipients.

The role of email verification and list cleaning

Email verification and list cleaning are important processes in email marketing that ensure the accuracy and efficiency of communication with potential or existing customers.

Email verification refers to the process of confirming that an email address is valid and active, reducing the risk of bouncing emails and improving email deliverability. This can be done through a variety of methods, including checking the syntax of the email address, verifying the domain, and sending a test email to the address.

List cleaning, on the other hand, involves removing invalid, inactive, or duplicated email addresses from a mailing list. This helps to maintain the quality and relevance of the email list, leading to better engagement and response rates from recipients. List cleaning can also help to avoid sending emails to recipients who have marked previous emails as spam, reducing the risk of the sender's email address being blacklisted.

Together, email verification and list cleaning help to ensure that email marketing campaigns reach the intended audience and achieve the desired results, by maximizing the deliverability of emails and avoiding the negative consequences of sending emails to invalid addresses.

Avoiding spam trigger words and phrases

Avoiding the use of certain words and phrases, known as "spam trigger words", can help to ensure that your emails are not marked as spam. Spam filters use algorithms to identify and filter out emails that appear to be spam based on certain criteria, including the presence of these trigger words. Common trigger words include "earn money fast", "double your income", "limited time offer", "buy direct", and "get rich quick". It's important to avoid using these words and phrases in the subject line and body of your emails to reduce the likelihood that your email will be flagged as spam. Instead, use clear, concise language and avoid using all capital letters, excessive punctuation, and exclamation points, which can also trigger spam filters.

Ensuring proper sending practices

Ensuring proper sending practices refers to following best practices and guidelines for sending emails, messages, or any other form of communication. This involves checking for accuracy, using appropriate language and tone, ensuring privacy and security, and adhering to laws and regulations regarding email and data privacy. Other best practices may include being mindful of the recipient's time and attention, avoiding spamming or sending unsolicited messages, and ensuring that the message is clear and concise. Proper sending practices help to maintain professionalism, establish trust, and avoid negative consequences such as misunderstandings, loss of privacy, or legal penalties.

What to Do If You Get Blacklisted

So, let's talk about a not-so-fun scenario: getting blacklisted, The result? Your emails might be marked as spam, you might have trouble accessing certain websites, and it can even affect your online reputation. But don't worry, there are steps you can take to get off the blacklist and restore your online presence. Let's go over some of them together.

Removing hard bounces

Removing hard bounces refers to the process of identifying and removing invalid email addresses from a mailing list. Hard bounces occur when an email cannot be delivered due to a permanent reason, such as a non-existent email address, a blocked email domain, or a closed email account.

Regularly removing hard bounces is important for maintaining a clean email list and improving email deliverability. A high number of hard bounces can result in your email sending domain being flagged as a source of spam, which can negatively impact your ability to deliver emails to subscribers in the future.

To remove hard bounces, email service providers typically provide tools to track and identify invalid email addresses. These tools can also be used to automate the removal process, allowing you to maintain a clean email list with minimal effort.

Sending an apology email to subscribers

If you've been blacklisted and it's affecting your email communication with your subscribers, one step you can take is to send an apology email. This can help you clear the air and show that you're taking the issue seriously. Here are some tips for crafting an effective apology email:

Be sincere: Start by acknowledging the inconvenience that the blacklist has caused and express your regret for any frustration it may have caused your subscribers.

Take responsibility: Accept responsibility for the issue, whether it was a mistake on your part or not. This shows that you're taking the situation seriously and willing to make things right.

Explain the situation: Give your subscribers a brief explanation of what caused the blacklisting, without going into too much technical detail.

Offer a solution: Let your subscribers know what steps you're taking to resolve the situation and prevent it from happening again.

Ask for forgiveness: End the email by asking for forgiveness and expressing your hope that they will continue to support your business.

Remember, the goal of the apology email is to restore trust with your subscribers and show that you value their relationship. So, be honest, transparent, and take responsibility for your actions.

Requesting removal from the blacklist operator

If you've been blacklisted, the next step you should take is to request removal from the blacklist operator. This is the entity that has added you to the blacklist and is responsible for removing you from it. Here's what you need to do to make this request:

  1. Identify the blacklist operator: You can use tools such as MX Toolbox or MultiRBL to find out which blacklist(s) you're on and who is operating them.
  2. Review the removal process: Each blacklist operator has a different process for removal, so make sure you understand the specific requirements and procedures.
  3. Prepare your request: This might involve providing information such as your IP address, the reason for the blacklisting, and proof that you've taken steps to address the issue.
  4. Submit your request: Reach out to the blacklist operator and submit your removal request, following their specified process.
  5. Wait for a response: Be patient as it can take some time for the blacklist operator to process your request and remove you from the blacklist.

It's important to note that being removed from a blacklist is not always guaranteed, and some operators may have strict requirements for removal. However, by taking steps to address the issue and demonstrating good faith, you can increase your chances of getting removed from the blacklist and restoring your online presence.

Making changes to your email strategy

So, you've taken steps to get off the blacklist and it's time to think about how you can prevent this from happening again. One key area to focus on is your email strategy. Here are a few changes you can make to help ensure that your emails are delivered successfully:

Clean your email list: Make sure you only send emails to subscribers who have given you permission to do so. Remove any inactive or invalid email addresses to improve your deliverability rate.

Practice good email hygiene: This includes avoiding spam trigger words, using a reputable email service provider, and sending emails at a consistent frequency.

Monitor your sending reputation: Keep an eye on your sending reputation and use tools like SenderScore to monitor your IP address and domain reputation.

Provide value to subscribers: Make sure your emails are valuable and relevant to your subscribers. This will encourage them to engage with your emails and help keep your deliverability rate high.

Stay on top of email marketing laws: Familiarize yourself with laws like CAN-SPAM and GDPR, and make sure you're following best practices when it comes to sending emails.

By making these changes to your email strategy, you can help prevent future blacklistings and ensure that your emails are delivered successfully to your subscribers. And, of course, if you run into any issues in the future.


In conclusion, getting blacklisted can be a frustrating and disruptive experience, but it's important to take steps to resolve the issue and prevent it from happening again. By sending an apology email to subscribers, requesting removal from the blacklist operator, and making changes to your email strategy, you can work towards restoring your online presence.

One key tool that can help you avoid blacklists is email list verification. This process involves checking your email list for invalid or inactive email addresses, and removing them from your list. By keeping your email list clean and up-to-date, you can improve your deliverability rate and reduce the risk of future blacklistings.

In short, by taking the right steps and using tools like email list verification, you can minimize the risk of getting blacklisted and ensure that your emails are delivered successfully to your subscribers. So, if you haven't already, consider adding email list verification to your email strategy and stay on top of your online reputation.