A whitelist or whtelist,in terms of email marketing, refers to all those emails, IP addresses and domains that you consider acceptable to send mail to your domain, to the contrary of the blacklist, which blocks the reception of them.
All emails from addresses on a whitelist will be marked as sending from safe senders and therefore should not appear in the spam folder. Let’s remember that spam is unwanted bulk email. That is, an email that is sent to a multitude of people without prior approval, with the aim of promoting a product, service or even a particular scam. (Find out in our digital glossary where this term comes from.)
How to be included in the whitelists?
In a good email marketing strategy it is essential that all the communications of a company are included in the whitelist of its customers. Otherwise, your campaigns will serve absolutely no purpose. To ensure that the messages of a company do not go directly to the spam folder, you have to have a series of considerations:
- The first, and most important, is to have previously obtained the permission of the users to receive the newsletters. This, in addition to being recommended, is currently a legal requirement to comply with the regulations.
- Facilitate the process of unsicing or modifying data. Like the previous point, it is something required by the General Data Protection Regulation (GDPR).
- Segment the contact list and personalize emails (for example, with your name). If a user repeatedly receives content that they don’t find interesting, they will end up sending the sender to the blacklist.
- Send clear and valuable information to the receiver.
- Do not bombard users with repeated messages. In most email marketing strategies, one newsletter a week is enough.