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A Beginners Guide to Email Blacklists
By: kriss encarguez

Words to strike fear into the heart of any

Email Marketer

“You’ve been blacklisted.”

What Does this Mean?

Basically your sending IP address has been listed by a

popular blacklist as likely to send Spam and therefore

they have listed your email address on their

“blacklist.”

Once this occurs, mail administrators

and individuals that use this list as an IP block list will

not take receipt of your email, send it to a junk folder,

delete it etc.

Who Manages These Blacklists and why

do they think I send Spam when we are fully Can Spam

Compliant?

Spam like beauty is in the eye of the beholder. If an

independent group thinks that your message has some

spammy characteristics they may or may not add you to

their list. A number of the blacklists select with an

algorithm that is independent of human selection.

Bottom line selection can be arbitrary and every

legitimate marketer should be aware of this potential

delivery rate pitfall.

What are the main Blacklists?

There are hundreds of blacklists out

there, however there are 10 or so that are used the

most by mail administrators;

1.Open Relay Database

2.Spam and Open Relay Blocking System

3.Spam Prevention Early Warning System

4.Vipul’s Razor

5.Pyzor

6.Distributed Checksum Clearinghouse

7.Spamhaus

8.SpamCop Blocking List

9.MAPS

10.SpamFire

Each of these uses a slightly different

technology to identify spam; it’s a very useful way for

diligent mail administrators to control incoming

email.

How do I check if I am Blacklisted?

We recommend testing an independent email delivery

service. One that offers a powerful free trial is

http://www.emailreach.com

Here you can test your mail server against the most

popular blacklists and ensure that currently you are not

listed as spam.

What Do I Do If I think I am

Blacklisted?

First of all check if you are or not. Use a service like

www.emailreach.com. Once confirmed that you have

been wrongly assigned as spam there are number of

things you can do. We strongly recommend you

working to understand what characteristic caused you

to be listed, and working to remove this trait from your

campaigns. Typical issues are incorrect mail

administrator settings, using a non-dedicated

deployment machine, sending large volumes of mail in

short periods. Once this is corrected reach out to the

blacklist and request to be whitelisted. This often is

easier if a third party request on your behalf.

Whitelisting takes time far better to avoid blacklists in

the first place.

How Often Should I check my email

reputation with the Blacklists?

We recommend you testing with the primary blacklists

at least twice a month.

What other types of delivery issues can

my email encounter?

Apart from being listed with Blacklists another key area

of issue are ISP level filters and mail administrator

software and hardware for email delivery. Consumers

also have a myriad of anti spam software installed on

their machines that blocks valid email.

For More on Blacklists read

http://www.sorbs.net/

http://razor.sourceforge.net/

http://www.ordb.org/

http://www.spamhaus.org/

http://www.emailreach.com/

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