Why were my dedicated IPs listed on Spamhaus CSS after sending internal test emails?
Summary
What email marketers say10Marketer opinions
Email marketer from Email Marketing Forum says that even for internal lists, poor list hygiene (old, inactive addresses) can make your emails look like spam. Clean your list regularly to remove invalid or disengaged addresses.
Email marketer from Reddit explains that if you're using a shared IP, the actions of other users on that IP can affect your sending reputation. Even if your practices are clean, you could be penalized for their mistakes.
Email marketer from SendPulse.com shares that spam traps could exist within your internal recipient list. Even if these are accidental typos or old addresses, hitting spam traps can negatively impact your IP reputation and lead to blacklisting.
Email marketer from StackOverflow shares that IP addresses can be inherited from previous users. Even if it's a dedicated IP, its history (previous spam activities) may be affecting your ability to send.
Email marketer from NeilPatel.com explains that a sudden spike in email volume, even to internal recipients, can trigger spam filters if the IP address is new or has low reputation. Email authentication issues, such as SPF, DKIM, or DMARC misconfigurations, can also lead to blacklisting.
Marketer from Email Geeks shares that a company can be listed without hitting traps or even sending mail due to passive DNS picking up misconfigurations. Suggests double opt-in to mitigate the issue.
Email marketer from Quora shares that Spamhaus can list IPs based on data from a variety of sources, including honeypots and reports from other email providers. Even a small amount of spam detected can trigger a listing, especially on a new IP.
Email marketer from Litmus.com shares that spam filters analyze email content for certain keywords and patterns. Even in test emails, using spammy language can trigger filters and affect your IP reputation.
Email marketer from GlockApps.com shares that use testing tools to check your email's deliverability before sending to your entire list. These tools can identify potential issues that could trigger spam filters.
Email marketer from Medium.com writes that strict enforcement of DMARC policy without proper setup can lead to legitimate emails being rejected or flagged as spam. Ensure your DMARC policy is aligned with your SPF and DKIM configurations.
What the experts say5Expert opinions
Expert from Spamresource.com explains that it's crucial to properly warm up new IP addresses to build a sending reputation, and sending even internal emails without warming can trigger spam filters.
Expert from Email Geeks explains it's likely the client has had significant issues in the past, multiple Spamhaus listings, and a known behavior pattern that leads to being listed on sight. Suggests reconsidering hosting them.
Expert from Word to the Wise explains that Spamhaus listings, particularly on the CSS, can occur due to sending behavior that mimics spam, even if unintentional. Also mentioned is DNSBLs used to list IP addresses, usually done on a temporary basis, due to various factors such as spam traps, honeypots or reports from other email providers. They are not necessarily related to the bulk industry.
Expert from Email Geeks explains that the client is likely sending unwanted mail and not fixing the underlying issues, also says that a problematic address acquisition process is a strong indication of an issue. Claims if every IP the client touches gets listed, that’s a sign that they’re the problem.
Expert from Email Geeks shares that acquisition sources may not be bulletproof. Recommends auditing all email address acquisition methods and bouncing new addresses against Kickbox or equivalent to weed out bad addresses or identify polluting acquisition sources, as well as, ensuring unsubscribes are present and work correctly.
What the documentation says5Technical articles
Documentation from Microsoft.com explains that exceeding sending limits can lead to your IP being flagged. Even for internal emails, abide by the established sending limits to avoid being marked as a potential spammer.
Documentation from Mailjet.com explains that a new IP address needs a warm-up period to establish a positive sending reputation. Sending a large volume of emails immediately can be interpreted as spamming behavior, even if the recipients are internal.
Documentation from DigitalOcean.com explains that a missing or incorrect reverse DNS (rDNS) record can cause your emails to be flagged as spam. Ensure your rDNS record points to your sending domain.
Documentation from Google Postmaster Tools explains that your IP address may have a poor reputation due to previous spam activity. Monitor your IP reputation using these tools to identify and address any issues.
Documentation from Spamhaus.org explains that the CSS (Composite Spam Block List) lists IP addresses that Spamhaus has determined to have a close connection to spam activities. This often results from spam operators utilizing compromised or 'bullet-proof' hosting facilities.