How can I convince an email network owner to whitelist my IPs to reduce bounces?

Summary

Convincing email network owners to whitelist IPs involves demonstrating good sending practices, maintaining a positive sender reputation, and building relationships. Direct whitelisting requests are often less effective than consistently engaging users and proactively addressing deliverability issues. A strong sender reputation is built through authentication (SPF, DKIM, DMARC), low spam complaint rates, list hygiene, and engagement. Network owners prioritize user engagement signals and operational data over external whitelists. Monitoring sender reputation with tools like Google Postmaster Tools and Microsoft SNDS helps identify and resolve deliverability problems. It is crucial to fix the underlying issues that cause blocks rather than simply requesting whitelisting. Some providers, like AWS, closely monitor sending activity and have no ability to whitelist individual users.

Key findings

  • Reputation over Whitelisting: Building a strong sender reputation is more effective than requesting whitelisting.
  • Engagement is Key: User engagement is a critical signal for network owners.
  • Data-Driven Decisions: Networks prioritize operational data and engagement over external whitelists.
  • Fix Underlying Issues: Addressing the root cause of blocks is essential.
  • Proactive Monitoring: Monitoring sender reputation helps identify and resolve deliverability issues.
  • Modern Techniques Required: Whitelisting is becoming less common and techniques from 2010 are no longer relevant

Key considerations

  • Implement Authentication: Use SPF, DKIM, and DMARC to verify your identity.
  • Maintain List Hygiene: Regularly clean your email list and remove invalid addresses.
  • Minimize Complaints: Keep spam complaint rates low.
  • Warm Up IPs: Gradually warm up new IPs to build a positive reputation.
  • Monitor Reputation: Use tools like Google Postmaster Tools and Microsoft SNDS to track your sender reputation.
  • Contact Network Owner: Contact the network owner and understand their spam policies.
  • Focus on engagement: Create engaging content that users want to receive

What email marketers say
10Marketer opinions

Convincing email network owners to whitelist IPs involves demonstrating good sending practices and building relationships. Direct whitelisting requests are often less effective than consistently maintaining a positive sender reputation through authentication (SPF, DKIM, DMARC), low spam complaint rates, list hygiene, and engagement. Email providers prioritize user engagement signals over external whitelists. Some providers, like Mailchimp, actively monitor IPs for blocks and automatically respond to issues.

Key opinions

  • Reputation Matters: A strong sender reputation built through authentication, low bounce/complaint rates, and list hygiene is crucial.
  • Relationships Matter: Building relationships with network owners can help, but demonstrating good practices is more important.
  • Whitelisting is Rare: Direct IP whitelisting is becoming less common; engagement-based filtering is more prevalent.
  • Engagement is Key: User engagement (opens, clicks) is a strong signal for network owners.
  • Proactive Monitoring: Some ESPs (like Mailchimp) actively monitor IPs for blocks and take action automatically.

Key considerations

  • Authentication: Implement SPF, DKIM, and DMARC to verify your identity to email providers.
  • List Hygiene: Regularly clean your email list to remove invalid addresses and reduce bounce rates.
  • Complaint Rates: Monitor and minimize spam complaint rates.
  • IP Warm-up: Gradually warm up new IPs to build a positive reputation.
  • Engagement: Focus on sending relevant and engaging content that users want to receive.
  • Communicate: Contact the network owner and work with them to understand their spam policies.
Marketer view

Email marketer from Mailjet explains the importance of authenticating your emails with SPF, DKIM, and DMARC. These measures verify your identity to email providers, improving deliverability and reducing bounces, making whitelisting less necessary.

August 2024 - Mailjet
Marketer view

Email marketer from Email Geeks (Mailchimp) shares that Mailchimp extensively monitors its IPs for blocks, especially from Spamhaus, and blocks trigger alerts and automatic IP disabling, followed by investigation.

March 2023 - Email Geeks
Marketer view

Email marketer from StackOverflow explains contacting the network owner and working with them to understand the spam policies can help get the IP whitelisted

April 2022 - StackOverflow
Marketer view

Email marketer from Email Geeks (Mailchimp) explains that Mailchimp made adjustments to bounce categorization in December and has been slowly rolling out those changes, indicating re-categorizing it as a soft bounce was a mistake and that the issue has already been fixed.

May 2024 - Email Geeks
Marketer view

Email marketer from Email Geeks shares that showing improved email practices to prevent spam-like activity can help convince networks to remove blocks.

December 2023 - Email Geeks
Marketer view

Email marketer from SendGrid shares that warming up new IPs by gradually increasing sending volume helps build a positive reputation with email providers, reducing the chance of being blocked or needing whitelisting.

January 2023 - SendGrid
Marketer view

Email marketer from Email Provider Forum explains that while direct whitelisting is rare, consistently good sending reputation and engagement are more effective than a direct IP whitelist request. Focus on engagement and deliverability.

November 2021 - Email Provider Forum
Marketer view

Email marketer from Quora shares that building relationships with email providers and demonstrating good sending practices (authentication, low complaint rates) can increase the likelihood of whitelisting.

September 2024 - Quora
Marketer view

Email marketer from Reddit responds that proving a strong sender reputation through authentication (SPF, DKIM, DMARC) and low spam complaint rates is key to convincing network owners, rather than simply asking for whitelisting.

May 2024 - Reddit
Marketer view

Email marketer from Mailchimp responds to focusing on managing bounce rates by regularly cleaning your email list and removing invalid addresses will improve your sender reputation, making whitelisting less critical.

April 2021 - Mailchimp

What the experts say
4Expert opinions

Experts suggest that direct whitelisting is becoming less relevant as email networks increasingly rely on operational data and engagement-based filtering. Building a positive sender reputation through user engagement and addressing underlying issues causing blocks are more effective strategies than seeking whitelisting. Furthermore, technical correctness of email authentication mechanisms such as DKIM is essential.

Key opinions

  • Whitelisting Outdated: Direct whitelisting requests are less effective than in the past.
  • Data-Driven Decisions: Networks prioritize operational data and user engagement over external whitelists.
  • Engagement Matters Most: Getting users to want your mail is crucial due to engagement-based filtering.
  • Fix Underlying Issues: Address the root cause of being blocked rather than just requesting whitelisting.
  • Technical correctness matters: Correct set up of DKIM signature will help email deliverability

Key considerations

  • Focus on Engagement: Create content that users find valuable and want to receive.
  • Address Blocking Issues: Investigate and resolve the reasons for being blocked by email networks.
  • DKIM check: Check DKIM is setup correctly
Expert view

Expert from Email Geeks states that most networks determine whitelisting based on local operational data, not sender requests, as it's not 2010 anymore.

January 2023 - Email Geeks
Expert view

Expert from Spam Resource shares that the rise of engagement-based spam filtering means that getting users to want your mail is far more important than trying to get whitelisted. Network owners are far more interested in signals from their users than external whitelists.

June 2021 - Spam Resource
Expert view

Expert from Email Geeks noticed the DKIM signature is syntactically wrong and suggest having someone who understands DKIM look at the d= and i= fields.

June 2023 - Email Geeks
Expert view

Expert from Word to the Wise explains that if you are suddenly getting blocked you need to determine how you were blocked, and fix the underlying issue, rather than ask to get whitelisted

November 2023 - Word to the Wise

What the documentation says
4Technical articles

Email deliverability documentation emphasizes proactive monitoring and adhering to best practices as key to maintaining a good sender reputation and reducing the need for whitelisting. Tools like Google Postmaster Tools and Microsoft SNDS offer insights into sender reputation, while implementing RFC-recommended practices, such as authentication and list management, helps avoid blocks. Some providers, such as AWS, closely monitor sending activity and have no ability to whitelist individual users

Key findings

  • Monitor Reputation: Regularly monitor your sender reputation using available tools.
  • Best Practices Essential: Implementing email sending best practices avoids being blocked and maintains a good sender reputation.
  • Proactive Approach: Proactively addressing deliverability issues reduces the need for whitelisting.
  • Some Providers Don't Whitelist: Some email service providers do not offer whitelisting capabilities.

Key considerations

  • Use Monitoring Tools: Utilize Google Postmaster Tools and Microsoft SNDS to monitor your IP reputation.
  • Implement Authentication: Ensure proper email authentication (SPF, DKIM, DMARC) to verify your identity.
  • Manage Email Lists: Practice good list management by removing inactive or invalid email addresses.
  • Follow RFC Guidelines: Adhere to email sending best practices recommended by IETF RFC.
Technical article

Documentation from Microsoft explains that using the Smart Network Data Services (SNDS) allows you to monitor your IP reputation with Microsoft and proactively address any issues affecting deliverability, reducing the need for whitelisting.

July 2022 - Microsoft
Technical article

Documentation from IETF RFC recommends implementing best practices for email sending, including proper authentication, feedback loops, and list management, to avoid being blocked and to maintain a good sender reputation. This proactively avoids the need for whitelisting.

August 2021 - ietf.org
Technical article

Documentation from AWS describes their best practices around deliverability and mentions that they monitor sending activity very closely to keep the sending reputation high for everyone in their service and have no ability to whitelist individual users

October 2022 - Amazon
Technical article

Documentation from Google states that monitoring your sender reputation in Postmaster Tools helps identify and resolve deliverability issues. A good reputation is vital for email acceptance and less likely to be blocked.

April 2024 - Google