How to make the recipient whitelist your email?

There are a lot of competitors out there to flood your subscribers’ inboxes with bulk emails. Sometimes, it leads them to a  complicated situation as they can’t find the important ones.

According to Talos, almost 85% of bulk emails are unexpected to the customers.

Email clients provide features to filter the emails the recipients don’t expect. Whitelisting is such a feature that allows the users to find out the important ones.

On the other hand, it forces you to write quality content when communicating with your customer through email. The quality depends on how the topic reflects your customers’ interest.

What is whitelisting?

Whitelisting is a security mechanism in the cyber world under which users can keep themselves a step ahead of hackers.

It’s a database containing all the IP addresses from which the users agree to It’s a database containing all the IP addresses from which the users agree to receive updates regarding email. When your customers mark you whitelisted, they tell their email clients that you are trusted. Then the email clients will place your sent emails into their primary inbox. Being on customers’ whitelist will lower the email bounce rate. Many MailBluster customers get their bounce rate higher by sending emails to users who they don’t know.

In short, when your customers intentionally approve your emails to their primary inbox, it is called whitelisting.

Whitelist only allows the contacts it contains. It is helpful to the users to find the essential mail. On the other hand, it’s struggling for businesses that depend on email marketing. Gaining customers’ trust is always tricky, whereas keeping it is more.

The importance of whitelisting

In businesses, the importance of customer trust is beyond question, where whitelisting reflects their faith in you. Deliverability is essential when you advertise through email. Lower deliverability may lead to a higher bounce rate, making the ESP server consider you spam. Being in a spam folder is always a nightmare for all ecommerce businesses like yours. Whitelist always ensures the selected senders’ emails are in the recipients’ primary inboxes and out of the spam folder.

Whitelisting indicates that the recipients who trust you agree to receive all the updates from your business. So, it’s an opportunity for you to make a long-term relationship with your customers. Whenever you are whitelisted, your message will undoubtedly get into customers’ primary inboxes. It’s up to your customers’ decision whether you will be whitelisted. If they feel the urgency to receive your email, it’s the only way.

Suppose you are a customer of an airline corporation. You planned a journey today that you booked three days ago. Today you discovered that you couldn’t find any confirmation email and immediately communicated with the corporation and found that they sent a denial text. Naturally, you couldn’t find it in the flood of thousands of unimportant emails.

There are a lot of businesses online to flood the users’ inboxes with marketing emails. If you consider your customer’s perspectives, you will understand their inconveniences.

What is the difference between a blacklist and a whitelist?

Whitelist and blacklist are the same in the context of purpose but different in their functionality. Both have the same goal of helping users filter out unexpected emails differently.

Whitelist only allows the contacts to send emails with the users’ consent. Whitelisting will filter any contact as spam, excluding this list. On the other hand, a blacklist will deny all the emails from the users, including the list as spam.

Whitelisting is essential when it comes to security and priority issues. But, the disadvantage is that the users will not discover any new things in their inbox, excluding their preliminary list where the digital world is updating rapidly.

Blacklisting doesn’t have the same kind of trouble, but the user will have to put every spam email on that list separately. It needs a lot of effort to make a blacklist as the users deal with hundreds of spam every day.

How does whitelisting affect deliverability?

Email Service Providers (ESP) and the anti-spam community continually judge the reputation of the senders using complaint rates. The complaint rates depend on the acceptance of your emails. A higher complaint rate may harm your reputation, and you might seem spammy to the providers.

Achieving permission from the recipient to send emails is the only way out of this problem. And that’s why there is a feature called whitelisting. Being on customers’ whitelist will ensure the improvement of your reputation and deliverability. The more permission you get, the more emails you can send to your customers’ primary inbox. And the more relevant your topic is, the fewer complaint rates it will have. The deliverability will improve your online impression.

How to be whitelisted?

One of the most positive things for online business owners is when customers agree to accept all the updates through whitelisting. It’s not possible overnight; instead, it’s a gradual process to be trusted by your customers. You will have to consider the zest of your customers and look from their perspective. A higher bounce rate and less deliverability are the primary enemies of your business. You need to take some steps and avoid others to fix these issues.


Ensure quality content

If you can’t make your customers trust you, your efforts will go wrong. There are a lot of competitors trying to reach your customers’ inboxes. Some are trying it so severely that they don’t focus on quality. Contents not meeting the basic standards seem to be spammy and lead them to get a place in the junk folders.

To avoid this hassle, write quality content that meets the need of your customers. A standard quality must contain well-organized and appropriate tones that will lead the customer to CTA. You need to set a goal and focus on making your message straight and easy to understand.

Know your customers

Good understanding always brings betterment. Knowing more about your customers will lead your business to improve, especially in digital marketing. Convincing the customers is the primary goal, and you won’t be able to do it if you don’t know them.

Your research will let your customers know that you care about their problems and needs. I think your lack of knowledge may create a misunderstanding here. The more engaged your research is, the more vital communication will be. Describing/Promoting to someone who has no interest in your product will waste your time and efforts.

Segment audiences

After knowing about your customers, you should divide them into segments based on their needs and interests. Suppose that you have a saloon business with both male and female customers. You can’t send a similar offer to both classes because they have different interests. If one segment of customers meets your email’s claim, it might seem irrelevant to the other. It will lead you to lose the other segment of customers.

Create segments as much as it needs to meet every customer’s interest. Each part needs relevant texts to make the best communication with your customers.

Check segments regularly

You can segment the subscribers based on several factors such as their buying habits, number of purchases, personal and professional backgrounds etc. None of this is eternal as people change over time. They might lose interest in certain products or services you segmented. It needs to update the segments coping up with their needs.

A backdated segmentation can increase the email bounce rate and reduce the deliverability. You have to remove those people from the list who aren’t interested anymore in receiving your email. Otherwise, they will put your emails into spam boxes, which will hamper your IP address’s reputation to the ESP.

Meet your customers’ needs

Users tend to find the things they are looking for and avoid the others online. Whitelisting helps users to see ordinary things. So, if you can’t reflect your customers’ interest in your email, it will automatically lose its value.

Don’t advertise shampoo to a person who doesn’t have hair because it’s irrelevant to him. Researching the customers and segmenting them is essential to understand them better. They won’t come to you to purchase again and again if they can’t find comfort. They will find satisfaction when you meet their needs in your email.

Be careful with call-to-action

Your delivered email becomes more meaningful when it leads the recipient to take action, like downloading something or purchasing. Customers won’t take action if your content can’t describe it clearly. It would be best to consider that your customers have thousands of call-to-action emails in their inboxes that annoy them.

You need to put a call to action that immediately meets your customers’ interests.

Suppose you are looking for a car to rent, and in the meanwhile, you get an email containing a call to action – ‘Rent a car now!’ Your urgency and the timing of that email can help you make a purchase here.

Could you do the exact thing to your customers, considering their perspectives?

Ask them to allow your emails

Maintaining all the standards given above, you can ask your customers to whitelist you so that they can receive any updates whenever you send them. When your customers meet the basic needs of your emails, then they will have no problem accepting them.

Eventually, they will feel the urge to hear from you, leading to a long-term relationship with your customers. Being on customers’ whitelist is the key to reducing bounce rate and developing business reputation.


Don’t buy email lists

Many businesses can’t stop themselves from buying email lists to run a campaign to expand rapidly. But, it’s a terrible idea because 36% of them are spam. Moreover, these lists don’t show the segmentation by which you can communicate with your customers. You won’t be able to meet the customers’ needs because you didn’t study them. 

In addition, purchasing email lists will increase your bounce rate and damage your business reputation. This shortcut will be one of the worst outcomes for your business.

Don’t try to send mass emails

Generally, we don’t send thousands of emails in a day. Though, for advertising, many emails can be sent by email marketing tools.

What if you send fifty thousand emails today, seventy thousand the next day and one hundred thousand the day after tomorrow! It might seem fishy to the ESP. So, there is a risk here of being marked as spam.

Don’t present excessive visualization

A good presentation contains comfortable and conceptual visualization. Various colors and emoticons can make the presentation more acceptable. But, nothing is good when it becomes excessive. Overuse of colors and variations will hamper the main focus of your email marketing.

Could you try to be straightforward, meaningful and to the point with the colors and designs you use? Clarity is the primary key while communicating with customers.

There are several email marketing tools to assist you in running marketing campaigns. Sometimes, it costs too much, which might make you worry. If you are looking for a proper solution with a low budget, user-friendly and helpful features, then Mailbluster can be your assistant in sending out emails to your subscribers. 


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