Which domains use Invaluement lists for email filtering and what is their impact?

11 Marketer opinions 3 Expert opinions 4 Technical articles 4 Resources

Summary

Invaluement is a blacklist that considers spam complaints, compromised systems, and malicious URL shorteners. Its influence varies, with some organizations heavily relying on it while others use it as one signal. Historical data suggests limited explicit usage, although it's often integrated into broader filtering systems. Listing on Invaluement can severely damage sender reputation, leading to emails being marked as spam or blocked. Therefore, monitoring blacklists, maintaining a positive sender reputation, implementing proper email authentication, and addressing issues leading to blacklisting are crucial for email deliverability. Using tools for deliverability testing and managing email lists are essential preventative measures.

Key findings

Varied Usage: While not universally adopted, some organizations integrate Invaluement into their filtering systems.
Reputation Impact: Listing on Invaluement significantly impacts sender reputation and deliverability.
Listing Criteria: Invaluement blacklists based on spam complaints, compromised systems, and malicious URL shortener use.
Proactive Monitoring: Monitoring blacklist status is crucial for identifying and resolving deliverability issues.
Google Shortener Abuse: The 2018 Google URL shortener abuse highlighted the importance of blacklist effectiveness.
Email Security Appliances: Email security appliances (e.g., Cisco, Proofpoint) can be configured to leverage Invaluement.

Key considerations

Monitor Blacklists: Regularly monitor blacklists, including Invaluement, to ensure your sending IP or domain isn't listed.
Maintain Sender Reputation: Implement best practices to maintain a positive sender reputation.
Implement Authentication: Use SPF, DKIM, and DMARC to authenticate your emails and improve deliverability.
Address Blacklisting Causes: Address and rectify the cause if blacklisted (e.g., spam complaints, compromised systems) before requesting delisting.
Utilize Monitoring Tools: Use deliverability monitoring tools and seed list testing.
Maintain Clean Email Lists: Regularly clean email lists to minimize bounce rates and spam complaints.
Understand Filtering Policies: Recognize impact depends on recipient mail server's filtering policies.
Be Prompt with Delisting Requests: Provide detailed information about steps taken when requesting delisting.

What email marketers say
11Marketer opinions

Invaluement is an influential blacklist used in email filtering, although its direct usage by specific domains is not widely publicized. Its impact on deliverability can be significant. Being listed on Invaluement or similar blacklists can severely damage sender reputation, leading to emails being marked as spam or blocked. Monitoring blacklists, maintaining a positive sender reputation, implementing proper email authentication (SPF, DKIM, DMARC), and promptly addressing issues leading to blacklisting are crucial for ensuring email deliverability.

Key opinions

Influence of Invaluement: Invaluement is recognized as a top 5 influential blacklist, suggesting it impacts filtering decisions.
Blacklist Impact: Listing on Invaluement can damage sender reputation, causing emails to be marked as spam or blocked.
Proactive Monitoring: Monitoring blacklists like Invaluement is crucial to identify and resolve deliverability issues.
Google Shortener Abuse: In 2018, abuse of Google's URL shortener highlighted how spammers bypass URI/domain lists; Invaluement identified and addressed this issue.
Importance of Reputation: A positive sender reputation is essential for email deliverability and avoiding blacklists.

Key considerations

Monitor Blacklists: Regularly monitor blacklists like Invaluement to ensure your sending IP or domain isn't listed.
Maintain Sender Reputation: Implement best practices to maintain a positive sender reputation.
Implement Authentication: Use SPF, DKIM, and DMARC to authenticate your emails and improve deliverability.
Address Blacklisting Causes: If blacklisted, identify and rectify the cause (e.g., spam complaints, compromised systems) before requesting delisting.
Utilize Monitoring Tools: Use email deliverability monitoring tools and seed list testing to detect issues early.
Maintain Clean Email Lists: Regularly clean your email lists to minimize bounce rates and spam complaints.

Marketer view

Email marketer from GMass shares the importance of using seed list testing to see if your emails are landing in the inbox, spam folder, or being blocked altogether. This method can help you identify if you're being impacted by blacklists like Invaluement without actively monitoring them.

April 2023 - GMass

Marketer view

Email marketer from NeilPatel.com shares that it's crucial to monitor blacklists like Invaluement to ensure your sending IP address isn't listed, which can negatively impact deliverability. Regular monitoring helps identify and resolve issues promptly.

February 2024 - Neil Patel

Marketer view

Email marketer from Reddit shares that for a small business, being on a blacklist like Invaluement can be devastating, leading to lost sales and damaged reputation. Prevention through proper email practices is key.

April 2023 - Reddit

Marketer view

Email marketer from Litmus recommends using tools that monitor your email deliverability across different providers and blacklists. This proactive approach can help you quickly identify if you've been listed on Invaluement or other similar services and take corrective action.

November 2024 - Litmus

Marketer view

Email marketer from Postmark explains that high bounce rates are a key indicator of potential deliverability problems, which can lead to being blacklisted. Regularly cleaning your email lists and ensuring you only send to engaged recipients is essential to avoid this.

July 2021 - Postmark

Marketer view

Email marketer from Email Marketing Forum advises that when requesting delisting from a blacklist like Invaluement, you should provide detailed information about the steps you've taken to resolve the issue that led to the listing. A clear explanation can increase your chances of being removed.

February 2024 - Email Marketing Forum

Marketer view

Email marketer from Email Geeks explains that Invaluement is listed as one of the top 5 influential blacklists by Returnpath, suggesting that some larger mailbox providers may include it in filtering decisions, even if they don't outright block based on its listings.

May 2023 - Email Geeks

Marketer view

Email marketer from SendPulse advises that if your domain or IP is blacklisted by services like Invaluement, you should immediately identify the cause (e.g., spam complaints) and take steps to rectify it. Then, request delisting from the blacklist provider.

July 2022 - SendPulse

Marketer view

Email marketer from Mailjet explains that a positive sender reputation is essential for email deliverability. Blacklists like Invaluement can severely damage your reputation if you're listed, leading to emails being marked as spam or blocked entirely.

April 2022 - Mailjet

Marketer view

Email marketer from StackOverflow forum details about running your own email server, you need to actively manage your domain's reputation and ensure it doesn't get blacklisted, which involves implementing SPF, DKIM, and DMARC, and monitoring your sending practices.

April 2021 - StackOverflow

Marketer view

Email marketer from Email Geeks explains that in early 2018, Google's URL shortener was heavily abused by spammers due to a lack of maintenance. He created a spreadsheet to help Google understand the problem, as spammers were bypassing URI/domain lists. After a strongly worded email, Google discontinued the shortener, potentially preventing a large number of spams.

April 2022 - Email Geeks

What the experts say
3Expert opinions

While Invaluement's usage in email filtering isn't universally adopted, its impact on sender reputation can be significant. Some ISPs and organizations rely heavily on blacklists like Invaluement, while others consider them as one factor among many in their filtering policies. The ultimate impact on email deliverability depends on the receiving mail server's specific filtering rules and algorithms.

Key opinions

Past Usage: Cox used to use Invaluement, but usage was light even in 2017 and didn't increase in 2018.
Variable Effectiveness: The effectiveness of Invaluement varies; some organizations rely on it heavily, others less so.
Reputation Impact: Invaluement can significantly impact sender reputation, potentially leading to emails being filtered as spam.
Filtering Policy Dependent: The actual impact depends on each mail server's specific filtering rules and algorithms.

Key considerations

Understand Filtering Policies: Recognize that the impact of Invaluement depends on the recipient's mail server's specific filtering policies.
Monitor Reputation: Monitor sender reputation to ensure any negative impact from blacklists is identified quickly.
Focus on Email Best Practices: Prioritize email best practices to avoid being blacklisted and maintain a positive sender reputation, regardless of specific blacklist usage.
No Universal Impact: Understand that not all mail servers use Invaluement, so the impact is not universal.

Expert view

Expert from Spam Resource explains that the effectiveness of blacklists like Invaluement varies, with some ISPs and organizations relying on them heavily while others use them as one signal among many. The impact depends on the specific filtering policies of the receiving mail server.

August 2021 - Spam Resource

Expert view

Expert from Email Geeks shares that Cox used to use Invaluement, but data from 2017 indicates very light usage (0.2% of blocks). Further checks in 2018 didn't reveal much wider use.

May 2024 - Email Geeks

Expert view

Expert from Word to the Wise shares that reputation plays a critical role in email filtering, and blacklists such as Invaluement can significantly impact sender reputation, potentially leading to emails being filtered as spam. The exact impact depends on the specific filtering rules and algorithms used by each receiving mail server.

July 2023 - Word to the Wise

What the documentation says
4Technical articles

Invaluement blacklists domains based on spam complaints, compromised systems, and malicious URL shortener use, aiming to protect users from unwanted email. While Spamhaus doesn't directly use Invaluement, many organizations integrate multiple blacklists. Cisco's Email Security Appliance allows admins to use DNSBLs, potentially including Invaluement, for filtering based on sender reputation. Proofpoint also uses various techniques including external blacklists that may include Invaluement data.

Key findings

Invaluement's Criteria: Invaluement blacklists based on spam complaints, compromised systems, and malicious URL shortener usage.
Blacklist Integration: Many organizations integrate multiple blacklists, even if individual services like Spamhaus don't directly use Invaluement.
Configurable Filtering: Cisco's Email Security Appliance allows admins to use DNSBLs like Invaluement for filtering.
Proofpoint's Approach: Proofpoint uses various techniques, including external blacklists that might incorporate Invaluement data.

Key considerations

Avoid Spam Triggers: Avoid activities that trigger blacklisting by Invaluement, such as spam complaints and using malicious URL shorteners.
Monitor Reputation: Monitor your domain's reputation and blacklist status across various services.
Understand Security Appliance Settings: If using an email security appliance like Cisco's, understand how DNSBLs are configured and whether Invaluement is in use.
Comprehensive Security: Recognize that Proofpoint and similar services use multiple layers of security, with blacklists being just one component.

Technical article

Documentation from Cisco details how their Email Security Appliance allows administrators to configure policies that leverage various DNSBLs, including potentially Invaluement, to filter incoming email based on the sender's reputation. This helps block spam and malicious content.

January 2024 - Cisco

Technical article

Documentation from Invaluement explains that their blacklist criteria include factors like spam complaints, sending from compromised systems, and using URL shorteners associated with malicious activity. Their listings aim to protect users from unwanted email.

January 2025 - Invaluement

Technical article

Documentation from Spamhaus notes that while they don't directly use Invaluement, many organizations integrate multiple blacklists into their filtering systems. Being listed on any prominent blacklist can impact deliverability, so monitoring is crucial.

August 2024 - Spamhaus

Technical article

Documentation from Proofpoint mentions that while they employ various techniques for identifying and blocking spam, including reputation analysis, they also utilize external blacklists, some of which may incorporate Invaluement's data, depending on the specific configuration.

July 2022 - Proofpoint

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