Getting blacklisted hurts your email deliverability, but fixing it is possible. Here’s a quick guide to help you resolve the issue and prevent it from happening again:
Quick Tip: If blacklisting persists, avoid switching to a new IP or domain unless it’s absolutely necessary, as this can damage your reputation further.
The first step in tackling blacklist issues is confirming whether you’ve been blacklisted. Certain warning signs, like a dip in open rates or an increase in bounce rates, can hint at blacklisting even before conducting formal checks.
"If you notice that your open rate has dropped down, it's a sign that you might have been blacklisted." - Margaret Sikora, Author at Woodpecker
Keep an eye on spam complaints - exceeding the 0.1% threshold can damage your reputation and lead to blacklisting. For instance, in March 2023, Spotify, a Mailchimp client, significantly reduced bounce rates and improved deliverability by cleaning up their subscriber list and implementing real-time verification.
There are tools that make it easy to check your blacklist status across multiple databases at once. One of the most comprehensive options is MXToolbox, which scans your domain or IP against various blocklists in a single search. However, it’s worth noting that not all blocklists have a major impact. What’s more important is understanding that major email providers like Gmail, Yahoo, and Microsoft rely on their own filtering systems rather than depending heavily on public blocklists.
Another valuable tool is Spamhaus, which provides direct lookup options for its influential databases. Spamhaus’ Block List (SBL) focuses on IP addresses known for spam activity, making it an essential resource for monitoring your sending reputation.
When using these tools, always check both your sending IP address and your domain, as either can be targeted independently. For best results, run these checks regularly - weekly if you’re a high-volume sender, or monthly if your operations are smaller.
Interpreting blacklist reports is key to resolving the problem effectively. Each blacklist has its own criteria for flagging domains or IPs, and this information is typically available on their website. The goal isn’t just to confirm you’ve been blacklisted but to pinpoint the root cause.
When reviewing reports, pay attention to specific details about why you were blacklisted. Common reasons include high spam complaints, sending emails to invalid addresses, compromised email security, or sudden changes in sending patterns. Some reports even include timestamps for when the blacklisting occurred, which can help you connect it to specific campaigns or technical changes.
When preparing for delisting, keep this advice in mind:
"My advice is to get all the information ready to provide the correct justification to the delisting organization so that they can approve your request. You want to be genuine in your response, as they will certainly monitor your domain/IP for a few more weeks, even after the delisting takes place." - Siva Devaki, Founder and Co-CEO, MassMailer
To fully understand the reports, analyze your email logs and performance metrics leading up to the blacklisting. Look for any campaigns with unusually high complaint or bounce rates, and check for recent changes like new IP addresses, sending domains, or updates to your email infrastructure that could have triggered the issue.
Don’t forget to audit your security. Blacklisting can occur if your systems are compromised. Watch for unusual sending activity, unauthorized access to your accounts, or signs that your domain has been spoofed by malicious actors.
The experience of Rent a Mac highlights the value of proactive monitoring. Co-founder Luca Dal Zotto shared:
"When I launched our email campaigns, 35% of our messages were in spam folders. By actively managing our domain reputation, we reduced this number to below 2% in 60 days and increased our conversion rates by 18%."
Their success came from consistently monitoring their blacklist status and addressing issues promptly, rather than letting problems escalate. With these strategies, you can identify and resolve the root causes, setting the stage for successful delisting.
Now that you know how to identify if you're on a blacklist, the next step is figuring out how to get off one. The process requires a methodical approach: start by addressing the root causes before submitting any delisting requests. This ensures you're not just fixing the symptoms but solving the underlying issues that got you blacklisted in the first place.
Before reaching out to blacklist administrators, make sure you've resolved the issues that led to your blacklisting. They won't remove you based on promises alone - they need evidence that the problem is fixed.
Start by analyzing email headers and SMTP error codes. These can reveal authentication or content-related problems. Double-check that your SPF, DKIM, and DMARC records are properly configured. Misconfigured or missing email authentication protocols are a frequent cause of blacklisting.
Another key step is cleaning up your email lists. Remove invalid, inactive, or unengaged contacts. Sending emails to outdated addresses results in high bounce rates, which can trigger blacklisting. Setting up feedback loops with major ISPs can also alert you when recipients mark your emails as spam, giving you a chance to address the issue proactively.
Lastly, take a hard look at your email content. Make sure it's relevant and valuable to your audience. Avoid spammy language, misleading links, or poorly crafted subject lines. Even legitimate businesses can end up flagged if their content looks suspicious.
For instance, in January 2022, a Google Workspace user found their mail server IP blacklisted on SORBS due to malware and brute force attacks on their SMTP server. This situation highlighted how security gaps can lead to blacklisting and stressed the importance of regular system audits.
Every blacklist has its own process for removal, so you'll need to follow their specific guidelines. Here's a quick overview of how to approach three major blacklists:
| Blacklist | Removal Process | Timeline |
|---|---|---|
| Spamhaus | - Use the Blocklist Removal Center to check your domain, IP, or hash - Submit a detailed request outlining the issue, fixes, and preventive measures - Provide thorough documentation |
Varies depending on case complexity |
| Barracuda | - Visit the Barracuda Removal Page - Submit your email server IP, contact info, and an explanation for removal |
Typically within 12 hours |
| SORBS | - Create an account - Use the "Delist An IP Address" option - Submit a support ticket via "Get Help/Support" |
Self-managed after registration |
Barracuda's process is relatively straightforward, often resolving requests within 12 hours if your documentation is clear and thorough. For SORBS, creating an account lets you manage your listings directly, which can speed up future delisting efforts.
When submitting removal requests, be professional and detailed. Clearly explain what caused the issue, what steps you've taken to fix it, and how you'll prevent it from happening again. A well-crafted, polite request increases your chances of success. If your request is denied or the problem persists, you may need to explore alternative solutions.
Switching to a new IP address or domain should be your absolute last resort. This tactic is often associated with spammers, and email providers are quick to flag such behavior. New domains, especially those less than a year old, are heavily scrutinized and may face delivery issues, forcing you to rebuild your sender reputation from scratch.
Constantly changing your IP or domain can also backfire, as it may lead to being labeled a "snowshoe spammer" - a term for those who frequently switch identities to dodge reputation problems.
That said, if you've tried every other option and blacklisting remains an issue - perhaps due to a domain's history or a security breach - switching may be unavoidable. If you go this route, take these precautions right away:
These steps will help you rebuild your sender reputation and maintain the improvements you've achieved through proper blacklist resolution.
Getting removed from a blacklist is just the beginning. The real challenge is staying off it for good. Achieving this requires a combination of strict compliance measures and ongoing monitoring to protect your sender reputation and maintain trust.
Once you've resolved blacklist issues, it's time to focus on compliance to ensure your emails continue to reach your audience. Compliance not only safeguards your reputation but also fosters trust with recipients and email providers.
Start with proper authentication. Make sure your SPF, DKIM, and DMARC records are correctly configured. These protocols prevent domain impersonation and establish your credibility as a sender.
Keep your email list clean. Email databases naturally degrade over time - up to 30% annually. Regularly clean your list using email verification tools to identify and remove invalid or problematic addresses before they harm your reputation.
Make unsubscribing easy. Include a clear and accessible unsubscribe link in every email. This is a requirement under both CAN-SPAM and GDPR and helps reduce spam complaints.
Be transparent about your emails. Follow the example of National Geographic by explaining in your email footer why recipients are on your list. This practice not only builds trust but also reduces confusion and spam reports, aligning with GDPR and CAN-SPAM regulations.
The financial risks of non-compliance are steep. In the U.S., violations of the CAN-SPAM Act can result in fines of up to $53,088 per email. Meanwhile, GDPR penalties can reach €20 million or 4% of a company's global revenue.
Use double opt-in. This ensures that your subscribers genuinely want to receive your emails, improving engagement and reducing spam complaints.
While compliance is essential, automated tools provide an additional layer of protection by monitoring your email performance and preventing issues before they escalate. Manual monitoring simply can't keep up with the complexities and volume of modern email marketing.
Email warm-up tools help establish a strong sending reputation by gradually increasing your email volume and mimicking natural engagement patterns. These tools automate actions like opening emails, replying, and marking messages as important, which is especially critical for new domains or IP addresses.
Here’s a look at some tools that can help:
| Tool | Best For | Key Features | Pricing | Free Trial |
|---|---|---|---|---|
| Warmforge | AI-powered warm-up | Automated warm-up, placement tests, health checks, blacklist scanning | $10/month (quarterly billing) | 1 free warm-up slot + 1 free placement test/month |
| Warmy | Avoiding spam folders | Proactive deliverability improvement, real-time analysis | Varies | Available |
| Generic Tools | Basic monitoring | Deliverability insights, domain configuration testing | Varies | Limited |
Warmforge is a standout option. It uses AI to simulate human email behavior, ensuring your messages land in primary inboxes instead of spam folders. The platform also offers continuous blacklist scanning, DNS and MX record health checks, and always-on warm-up functionality. Plus, if you’re using Salesforge for cold email campaigns, Warmforge is included for free with unlimited access.
Automated tools are invaluable because they catch potential problems early. They monitor key metrics like bounce rates, spam complaints, and deliverability issues, alerting you to any risks before they escalate.
As email marketing expert Paul Leslie puts it:
"A smart email warmup strategy ensures your messages land in inboxes instead of spam folders."
Whether you’re using automated tools or warming up manually, start small and increase your email volume gradually. Begin with your most engaged recipients and expand to the broader list as your reputation strengthens.
Investing in automated monitoring and warm-up tools is a smart move for the long term. With email marketing revenue projected to exceed $9.5 billion by 2025 and 93% of people checking their email daily, maintaining strong deliverability isn’t just about avoiding blacklists - it’s about ensuring your messages reach the right audience and maximizing your return on investment. Continuous monitoring and compliance are the keys to success.
After resolving blacklist issues, keeping a close eye on your email systems is key to maintaining a strong sender reputation. With email marketing delivering an average ROI of 36:1 and a projected 4.6 billion daily email users by 2025, staying vigilant ensures your emails consistently reach their audience.
Regular monitoring isn’t just a precaution - it’s essential. Small problems, if ignored, can quickly snowball into major issues that harm your reputation. Think of your email infrastructure like a car: routine checks prevent breakdowns and keep things running smoothly.
Weekly and monthly evaluations are the foundation of email health. Weekly checks help you monitor key metrics, while monthly audits dive deeper into your system, reviewing authentication protocols and placement performance. Focus on these benchmarks: bounce rates below 2% (ideally under 1%), unsubscribe rates between 1–2%, and spam complaint rates under 0.3%. Gmail specifically recommends keeping spam rates below 0.1% to avoid blocks.
Placement tests are another critical step. These tests show where your emails land - whether they make it to the primary inbox, end up in the promotions tab, or worse, the spam folder. Pre-send testing tools can flag potential red flags like spammy content or authentication issues, while post-send monitoring evaluates how your emails perform across various providers.
"Real-time email deliverability monitoring is the best way to give your campaigns the highest chance of converting."
- Vladyslav Podoliako
This level of attention pays off. With 85% of daily emails classified as spam and 15.8% of legitimate emails mistakenly filtered out, consistent monitoring ensures your emails reach their intended audience.
Sender reputation can take a hit quickly, but rebuilding it is a slow process. If your open rate drops below 10%, it’s time to take immediate action. Start by targeting only the most engaged contacts - those who’ve clicked your emails within the last two weeks. As your click-through rate climbs to 20–25%, you can gradually expand your audience to include those who’ve opened emails in the past four weeks.
This recovery strategy requires patience. Sustaining a 20–25% open rate for at least four weeks signals to ISPs that your practices have improved, allowing your reputation to recover.
A real-world example: In June 2022, Litmus faced a steep decline in inbox placement, dropping from 98–99% to under 90%. By segmenting Gmail users based on recent engagement - suppressing inactive users - and slowly increasing email volume while closely monitoring engagement, they successfully restored their deliverability rates.
If you’re dealing with issues tied to a specific ISP, tailor your recovery efforts to that provider. Focus on engaging their most active users while maintaining regular sending patterns for other ISPs. Additionally, pause risky automations like win-back campaigns targeting unengaged audiences, as these can worsen reputation problems by signaling low engagement to ISPs.
"Reputation isn't a grade, it's an ongoing assessment of your brand's respect for your mutual customers."
- Alison Gootee from Braze
Be cautious about sudden spikes in email volume. For example, jumping from 1,000 to 15,000 emails per week can raise red flags with ISPs. Instead, increase your volume gradually to avoid triggering spam filters.
If standard recovery methods fall short, reach out to ISP postmasters. Providers like Gmail, Yahoo, and Outlook offer postmaster programs that can help identify deeper issues that automated tools may overlook.
Getting blacklisted can seriously hurt your email deliverability, so it’s crucial to act quickly - but not recklessly. Instead of immediately requesting delisting, focus on fixing the underlying problems. Whether it’s updating your authentication protocols, cleaning up your email list, or improving your sending habits, these steps are essential to restoring your sender reputation.
Sticking to email best practices is your first line of defense. For example, 69% of email recipients mark messages as spam based solely on the subject line, and email lists tend to degrade by about 22.5% annually. Staying proactive can help you avoid these pitfalls.
To avoid future blacklist issues, regular monitoring is key. Conduct health checks, placement tests, and engagement tracking to catch problems early - before they escalate into serious deliverability issues.
Automation also plays a vital role in managing email deliverability. Tools like Warmforge, priced at $10/month, can automate the email warm-up process, use AI to simulate natural email behavior, and track deliverability in real time. With a 4.9/5 rating on G2, Warmforge has proven to be a reliable solution for businesses looking to maintain their sender reputation.
"Reputation isn't a grade, it's an ongoing assessment of your brand's respect for your mutual customers."
- Alison Gootee, Compliance and Deliverability Enablement Principal at Braze
Every email you send either builds trust or chips away at it. By combining swift action to resolve blacklisting with consistent monitoring and automation, you can maintain strong deliverability and protect your brand’s reputation over time.
To figure out why your email address or domain ended up on a blacklist, start by looking into common culprits like spam complaints, poor list management, or technical issues. This could happen if you're sending emails to people who didn’t opt-in, using outdated or invalid email lists, or if your account has been compromised by hackers. High bounce rates and frequent spam reports can also damage your sender reputation.
Other possible reasons include email spoofing, where someone sends fraudulent emails pretending to be you, or a sudden surge in your email activity, which might raise red flags. Keep an eye on your sender reputation and use tools to check if your domain or IP is listed on any blacklists. Services like Warmforge can help you monitor your email performance, safeguard your sender reputation, and stay off blacklists in the future.
To ensure your emails continue to reach inboxes after being removed from a blacklist, it's crucial to follow these key practices:
Sticking to these steps can help you improve your email deliverability and safeguard your sender reputation, reducing the chances of future blacklisting.
To keep your email sender reputation strong, you need the right tools and smart strategies. Tools like Google Postmaster Tools, Sender Score, and MXToolbox are invaluable for tracking metrics like spam complaints and engagement rates. These insights can help you understand how your emails are performing and where improvements might be needed.
A few key practices can make a big difference. Start by authenticating your emails with SPF, DKIM, and DMARC protocols to establish trust. Regularly clean your email list to remove invalid addresses, and focus on sending content that’s relevant and engaging to your audience. It’s also a good idea to keep an eye on your sender score and adjust your approach based on feedback from these tools.
If you're looking for additional support, platforms like Warmforge offer features like automated email warm-up, deliverability monitoring, and placement tests. These tools can help you fine-tune your email campaigns and safeguard your sender reputation over time.