What is Whitelist?

Email whitelisting is a process that allows a sender’s emails to bypass spam filters and land directly in the recipient’s inbox. It is the direct opposite of email blacklisting, which blocks emails from senders that have been identified as spammers.

To be added to an email whitelist, a sender must meet certain criteria and adhere to email marketing best practices. This typically includes having a good sender reputation, sending relevant and engaging content, and following email authentication protocols such as SPF, DKIM, and DMARC.

Being on an email whitelist is highly desirable for senders, as it increases the chances of their emails being delivered and seen by the intended recipients. This can result in higher open rates, click-through rates, and overall engagement with the email campaign.

However, it’s important to note that being on an email whitelist is not a guarantee of email deliverability. Even if a sender meets all the criteria for whitelisting, their emails may still be filtered out by spam filters or blocked by ISPs if they receive too many complaints or if their content is flagged as suspicious or spammy.

To maintain their status on an email whitelist, senders must continue to follow best practices and monitor their email performance closely. This includes regularly reviewing their email lists, removing inactive or unengaged subscribers, and ensuring that their content is relevant and valuable to their audience.

In conclusion, email whitelisting is a valuable tool for senders who want to ensure that their emails are delivered directly to the recipient’s inbox. By meeting certain criteria and adhering to best practices, senders can increase their chances of being added to an email whitelist and maintain their status over time.

Discover more

← Back to the glossary index