A Guide to Email Whitelisting (With Tips and Best Practices)

By Indeed Editorial Team

Published April 25, 2022

Related: Email Etiquette: Tips For Professional Communication in the Workplace

You'll learn the best email etiquette tips for the workplace including how to schedule meetings and what to do when you don't know how to respond to an email!

Email marketing is critical for businesses to increase awareness of their products and services. It can be beneficial to have your email address pre-approved through the use of an email whitelist to make your email marketing campaign a success. Learning more about whitelisting in emails can significantly improve your marketing outreach and response rate. In this article, we define the process of email whitelisting, discuss what an email whitelist is, and share related tips and best practices.

What is email whitelisting?

Email whitelisting is the process of adding an email address to a list of permitted senders, ensuring that the email service provider never filters messages from that specific email as spam. When a receiver adds an email address to their whitelist, they indicate that they are familiar with the sender and trust them. People usually do it for brands, businesses, and service providers they wish to receive updates and offers from.

This instructs the email server to forward messages straight to the inbox. For instance, let's say you attended a digital webinar on path mapping and received a follow-up mail from the presenter. By whitelisting the presenter's email address, you ensure that your spam filter doesn't intercept future promotional messages from that person and can arrive in your Inbox as you intend.

Related: What Does a Digital Marketer Do? Everything You Need to Know

What is an email whitelist?

A whitelist of email addresses is a list of all the people, email addresses, and phone numbers that are permitted to access your primary email account. Including the designation on a recipient's personal whitelist or safe list guarantees that it reaches their inbox rather than their spam folder. While the user can customize their whitelist settings, the system is not flawless, and some undesired mail may still make its way into their inbox.

Conversely, email users constantly update their whitelists to prohibit suspected spam accounts and addresses. Not every email sent to the user is whitelisted, but the email service provider filters email correctly within its technological capabilities. This function stops after users set their unique whitelist, restricting the emails that reach their inbox to those they authorize. Email whitelisting is the process of adding an email to a whitelist.

Tips for email whitelisting

Here are some tips and best practices to help you enhance your email whitelisting delivery and response rates:

Start your email strong

When contacting new recipients and prospective clients, the initial email you send determines the future impressions and tone of your communications. This makes it critical to generate a strong first impression with your first email. Utilize the information you have about your receivers to create an email that you can customize as per their interests and requirements. Clarify the call to action, or CTA, and go directly to the point of the email so the user understands its clear purpose and can decide whether to continue getting such messages and updates.

Related: The Best Ways to Start an Email for the Desired Response

Offer instructions for whitelisting

To ensure that your audience remains connected and engaged, ensure that you include information on how to allow future emails. It's critical to note that receivers use many email service providers, some of which may be well-known and others less so. Create a list of the most frequently used email domains and then provide distinct instructions for each. You may concentrate on smaller email domains after covering all the leading email providers.

Check your email bounce rate

If you're going to employ email whitelisting to advance your marketing initiatives, it's critical to closely monitor your email bounce rates. This statistic indicates the proportion of receivers that don't receive your email. As a result, when they don't get the email, it "bounces." The lower your bounce rate, the more likely your emails will reach their recipient. Your emails may bounce for a variety of reasons, including a bad IP reputation, spam filters, or an incorrectly written email address or domain name. Take the necessary precautions to maintain a low bounce rate.

Analyze user preferences

Email users utilize a variety of email apps, and their usage preferences also vary greatly. While some individuals may read their emails on a desktop computer or laptop, a growing number also read their emails on their mobile phones. This is critical since the whitelist settings in a mobile email programme can differ from those in a standard email provider. The email itself typically requires a modified design to fit inside the visual area of a smartphone. Understanding how your audience reads their emails can be helpful while writing the email copy and adding the CTA.

Establish a relationship with your recipients

When you've established a long-standing engaging relationship with your recipients, they're much more likely to whitelist your emails. This guarantees that they can always read your emails and respond to your calls to action. Providing reliable, trustworthy, and unique information is one way to build a strong relationship with your audience. It's simpler to earn your receivers' confidence when your emails are useful and contain relevant high-quality material. Additionally, it's beneficial if you're mindful of the frequency with which you send promotional emails.

Define your call to action

A compelling call to action is critical for whitelisting since it provides an action for your consumers, such as making a purchase or downloading a voucher. Your email is most effective when it's related to your readers' interests and clearly communicates the value to the audience. If your readers get an excessive number of emails with poorly-defined or irrelevant calls to action, they may not whitelist your email address. Once you've defined an action that resonates with your audience, keep it consistent to increase the frequency with which recipients whitelist your emails.

Utilize inbound lead development instead of purchasing email lists

Lead generation is critical for every organization, as it enables businesses to increase sales and revenue. Lead generation can be an effective strategy for achieving your whitelisting goals since it ensures that everyone who receives your emails is an active user. While not every lead may convert into a customer, the response rate is likely better than purchasing bulk email lists. When purchasing an email list, it's possible that a substantial proportion of emails are obsolete, invalid, or misspelt. Building an email database by attracting leads can offer better engagement and response.

Divide your email database into segments

When you segment your email database, you can ensure that all recipients receive relevant and customized emails. Segmentation of a list or database is the process of dividing your email list by the information you have about your recipients. You may rely on certain factors, such as their previous business relationships, purchasing habits, location and professional background. This enables you to send personalized content and calls to action to each segment of recipients. When recipients receive relevant emails, they're more likely to add you to their whitelist, which can increase conversions, email opens, and click-throughs.

Update the email database periodically

A simple strategy to increase your whitelisting rates is to ensure that you always monitor your email list and purge addresses that are no longer useful to the business. Whether receivers have indicated that they no longer wish to receive your communications or are inactive, it's critical to identify these emails and delete them from your database to maintain an updated list.

Examining your bounce rate and the frequency of receiving complaints can also help you determine which emails to eliminate from your list. The more favourable comments you receive, the better your IP reputation. This can also help increase engagement and boost deliverability rates.

Maintain a reputable IP address history

Email service providers can evaluate your IP address's history to determine the reliability of your email. The providers usually analyze the feedback you receive on your emails to determine the integrity of your IP address. This can determine whether you have many complaints associated with your IP address, a high email bounce rate, or a high number of emails labelled as spam.

These are often the first and most important elements that email service providers analyze when evaluating your IP address history. By adhering to customer-friendly email practices, you may maintain a good history and ultimately increase your email delivery and whitelisting rates.

Related: How to Write Email Salutations (With Tips and Examples)

Send emails of better quality

Email service providers also examine the content quality and style of your email communications when determining your reliability. If your email is of inferior quality, recipients are less likely to read it. This makes it critical to conduct a quality check before sending the emails. Conduct A/B testing to determine which email formats and templates evoke a better response. Your users may be more responsive to your communications if your emails are of higher quality.

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