FML, I Got Blacklisted. What Do I Do?
The holidays already come with mounting anxiety. Will I find a Nintendo Switch for the kids? Your mom’s going to stay here for how long?! Will there be eggnog?
So when you find either your domain or IP on an email blacklist, it’s easy to overreact.
Like overcooking the turkey, getting blacklisted has the potential to ruin your holiday plans. But it’s important to gain some perspective (i.e. breathe) and then solve the problem.
First and foremost, hitting a blacklist is not the end of the world. And it doesn’t mean you should call into question your ability to manage a successful email campaign. In fact, a recent industry survey run by Litmus indicated that 1 in 4 respondents experienced at least one instance of block or blacklisting of their email campaigns over a 12-month period.
The other thing to keep in mind is that, with a constellation of blacklists out there, not all are created equal. They don’t all hold the same reputation or utilization, so just getting blacklisted won’t necessarily affect the delivery of your messages. For insight into the blacklists our team has found to directly impact delivery of your email, go here.
What to Do When You Get Blacklisted
If you find yourself blacklisted, you’ll receive information for remediation within the failure event. This will usually include a URL to begin the delisting process.
Most reputable BL vendors will have a clear self-service path to delisting that will involve sending over your contact information and any comments as to the possible reason for the block. Others will provide a case-specific email address and subject line.
For major DNSBLs like Spamhaus and Spamcop, you can – and should – ask for specifics of the offending traffic, such as the FROM, Subject or sending domain if you have multiple on a dedicated IP. This can help you better target the issue and solve for it, and it’ll go a long way when communicating back on what you’ve done in consideration of being delisted. Granted most BLs like SORBs are automated, and a delist request is likely to be approved for a period of time before they begin analyzing your traffic again for spammy behavior.
As a benefit of our managed service, our team of email experts has developed automated monitoring of all major blacklists, and we will step in to deal with the blacklist providers directly. Basically, this allows you to focus on the more important aspects of your business while we help you get off blacklists.
So in a nutshell, that’s what you need to do if you get blacklisted. But the best way to really handle blacklists is by taking steps to mitigate your risk of ever getting on one in the first place. As we like to say at Mailgun, “best practices will produce best results.” (Yes, it’s true, and yes, we are dorks.)
Two Ways to Stay Off Blacklists
Blacklists use spam traps. Spam traps are mailboxes that are purpose-built or reconditioned from previous use to collect messages and track senders as possible sources of spam. There are two key aspects to keep in mind to avoid these spam traps and help you stay off of blacklists: your list acquisition source and measuring engagement.
1. Do not buy or rent recipient lists.
These lists are filled with a number of unpalatable items, much like a fruit cake. We’re talking invalid addresses, pristine spam traps that were scraped from a website, and old addresses that may now be a spam trap. Additionally, recipients on these lists may not have actually opted into your mail stream, which in turn will produce higher complaint rates, which can then feed into a number of blacklists that track user spam and abuse complaints.
2. Monitor recipient engagement.
As spam traps are not maintained by a real user, these recipients will have zero engagement with your messages. So, you can easily eliminate the potential presence of spam traps on your send list by either entering non-engaged recipients into a final re-engagement campaign or removing them from your sending completely. TL;DR: If no one eats the ambrosia salad, don’t make it for Thanksgiving next year.
Keeping these best practices in place and managing reputation can pull your focus in a number of directions. Mailgun has the experts and tools to help keep your sanity over the holidays. If you want the peace of mind that comes with having a partner when the unforeseen occurs (like blacklisting), talk to one of our sales droids about our managed service. From all of us at Mailgun, happy holiday emailing!