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Resources Hub » Guides » Your Guide to Email Whitelisting

6 minute read time


YOUR GUIDE TO EMAIL WHITELISTING


INTRODUCTION

Whether you’re an email marketer who wants your campaigns to reliably land in
your subscribers’ inboxes, or an email recipient who wants to ensure your
favorite emails don’t get junked, you need to understand how to whitelist email
addresses.

These days, with email clients like Gmail creating tabs to sort your inbox
automatically, whitelisting your favorite email addresses becomes more important
than ever for anyone using email — which is pretty much everyone.

Have you ever waited on an email, gotten frustrated when you couldn’t find it,
just to realize that it wound up sorted into the wrong tab? While email clients
rework their algorithms frequently and use artificial intelligence to constantly
improve the function of their tabs, they don’t work perfectly. That’s where
whitelisting comes in.

For marketers, getting subscribers to whitelist the email address you use for
email marketing can mean the difference between your hard work languishing away
in an unseen corner of their inbox or yielding results.

Whichever camp you fall into—whether email marketer or email recipient—knowing
how to whitelist your favorite email addresses is a handy inbox hack that will
make your inbox more efficient.

And who doesn’t need that?

Chapter 1


WHAT IS AN EMAIL WHITELIST?

To whitelist an email address just means you add them to your approved senders
list. This tells your email client that you know this sender and trust them,
which will keep emails from this contact at the top of your inbox and out of the
junk folder.

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Understanding email whitelisting best practices can be useful to both email
marketers and email subscribers since it will boost the efficiency of anyone’s
inbox.

On the other hand, email blacklisting is really only relevant to email
marketers. Your server or domain can get blacklisted when
your deliverability and sender score drops so much that internet service
providers think you’re spam. If you wind up on an email blacklist, your email
will get flagged by spam filters and your message won’t get through to your
subscribers at all.


WHY SHOULD YOU AND YOUR SUBSCRIBERS WHITELIST EMAIL SENDERS?

Don’t be afraid to ask your subscribers to whitelist your email address. Plenty
of people don’t even realize they have this ability and making a friendly
request—and even including a link to these instructions—can position your brand
as helpful.

Here are a few reasons you should make a straightforward suggestion for your
subscribers to whitelist your email address into your welcome email:

 * Whitelisting leads to improved deliverability.
 * Your subscribers won’t miss an email. After all, they subscribed to your
   email marketing because they know you deliver value straight to their inbox
   and they don’t want to miss out.
 * Your emails will land in the inbox every time. More eyes on your email mean
   better results for your email marketing campaigns.

Check out this example from Scott’s Cheap Flights. This welcome email not only
asks subscribers to whitelist Scott’s email address—you’ll see they don’t
actually use the term whitelist, but use more universal language—but this email
also clearly defines which email address will be added to the subscriber’s
contacts list and even includes a link to instructions on how to do it.



Whitelisting is a simple way to make sure you’re doing the most to get your
emails in front of your dedicated subscribers. After all the work you put into
crafting effective email campaigns, why wouldn’t you take this last step to
improve your email marketing metrics?


HOW DO YOU WHITELIST?

Whitelisting is a quick, one-time-only task to ensure the sender of an email
gets added to the recipient’s address book or safe senders list.

Usually, all you need to do is open an email message and verify the sender can
be trusted:



Here are simple instructions on how to ensure that future emails get delivered
straight to the inbox, in some of the most popular email clients:

 * Apple Mail (OS X and iOS devices)
 * Outlook 20XX
 * Outlook.com
 * Yahoo! Mail
 * Gmail (Webmail and mobile)
 * Android (Default client)
 * Windows Live Desktop>
 * AOL Mail


APPLE MAIL WHITELISTING (OS X AND IOS DEVICES)

Both Apple Mail on OSX and Mail on iOS devices have a similar process for adding
senders to Contacts. By selecting the From, or Reply-to on an email message, you
can choose to “Add to Contacts” or “Add to VIPs.”



 



The advantage of “Add to VIPs” is that future emails from this sender will be
added to a special VIP mailbox in iOS Mail.


OUTLOOK 20XX WHITELISTING

When opening an email from a sender, an alert at the header of the message,
“Click here to download pictures…” should display. Click this and select, “Add
Sender to Safe Senders list:”

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OUTLOOK.COM WHITELISTING

After opening an email message, an alert message should display with, “Parts of
this message have been blocked for your safety.” Beneath this, click the link
with, “I trust sender@theirdomain.com. Always show content:”




YAHOO! MAIL WHITELISTING

When opening an email message, a “+” symbol should display next to From: and the
sender’s name. Select this and an “Add to contacts” pop-up should appear. Select
“Save:”




GMAIL WHITELISTING (WEBMAIL AND MOBILE)

Getting all future emails from a sender to appear in the “Primary” tab (instead
of “Promotions”, or elsewhere) is a quick, two-step process.

First of all, drag-and-drop the email message from beneath the tab it’s
currently filed under, to the “Primary” tab:



Once done, a message alert will appear with, “This conversation has been moved
to Primary. Do this for all future messages from sender@theirdomain.com?” Select
“Yes:”



Gmail on mobile devices doesn’t provide a way to prioritize messages. However,
touching “Show images” then “Always show images from Sender” will ensure that
images always display in the inbox:




ANDROID WHITELISTING (DEFAULT CLIENT)

On Android devices, open the email message and touch the picture of the sender
that displays before the message. Tap “Add to Contacts.”


WINDOWS LIVE DESKTOP WHITELISTING

After opening an email message in Windows Live Desktop, an alert in the preview
pane with, “Some images in this message are not shown.” will display. Select the
link, “Add to Safe Senders list.”




AOL MAIL WHITELISTING

In the preview pane for an opened email message in AOL Mail, select the sender’s
From name under the email’s subject line and select “Add Contact” from the
drop-down menu:



> Knowing how to whitelist your favorite email addresses is a handy inbox hack
> that will make email more efficient.

Chapter 2


LINK TO THESE INSTRUCTIONS

Many email senders link to whitelist instructions from their email campaigns—and
specifically their welcome emails—just like Scott’s Cheap Flights. This ensures
your campaigns get delivered straight to the inbox for as many recipients as
possible.

A common approach is to add a short message to your email content, like, “To
keep receiving emails from us, please add us to your address book.” It’s direct
but not pushy. Remember, your subscribers want to hear from you—they did have
to double opt-in to receive your emails, after all—so they’ll appreciate the
suggestion.

Here’s code you can use to link to this guide from your email newsletter:

<p>To keep receiving emails from us, <a href="//www.campaignmonitor.com/resources/guides/whitelisting/"> please add us to your address book</a>.</p>


Chapter 3


WRAP UP

Hopefully we’ve addressed any hesitation you might have when it comes to
whitelisting your favorite contacts or asking your subscribers to do the same.
Truthfully, there’s no real reason not to whitelist.

Even if your deliverability rates remain stellar, spam filters can still grab
your email before it reaches your subscriber’s inbox. Sometimes, things just
happen. And when the only constant regarding algorithms is how frequently they
change, you never know when you’ll suddenly see a shift in your deliverability
and wind up missing out on opportunities to connect with your dedicated fans.

Sending your email marketing from a verified sender means you get to transcend
all those worries. Regardless of any unexpected updates from Gmail or Apple
mail—or any other clients that might emerge in the future—you can rest easy
knowing your email marketing will always land in the right place.

> When the only constant regarding algorithms is how frequently they change,
> whitelisting ensures you never miss a connection.


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CHAPTERS
 1. What is an email whitelist?
 2. Link to these instructions
 3. Wrap up

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YOU SHOULD ALSO CHECK OUT THIS OTHER HELPFUL CONTENT.

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 * Email Deliverability: What It Is and Why It Matters
 * 9 Factors That Affect Your Email Deliverability
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