As a marketer, one of the reasons I think it\u2019s fun to work in email is that not only are we sending messages, but we are also receiving them. Being on both sides is a great way to gain perspective as to what those on your list are experiencing.<\/p>\n
<\/a><\/p>\n As a result, I\u2019m going to talk about whitelists from two distinctly different perspectives:<\/p>\n As a recipient of email marketing. Here\u2019s a recent example that shows why this is important: Just this week, I went looking for a purchase confirmation for a small Sago palm that I\u2019d ordered online. It should have been in my inbox \u2026 but I could not find it. I was curious about when my plant would arrive \u2014 and I was hoping that I had actually completed the order.<\/p>\n I decided to check my spam or junk folder. And guess what \u2013 there it was. Sigh.<\/p>\n I imagine I\u2019ll be ordering from this merchant again, so I decided to whitelist their email address.<\/p>\n For more on the what, why, and how of whitelisting an email, read on.\u00a0<\/p>\n Table of Contents<\/p>\n What is a whitelisted email?<\/a> Best Practices Beyond Whitelisting<\/a>\u00a0 <\/p>\n <\/a> <\/p>\n <\/a> <\/p>\n As a recipient, you\u2019ll want to whitelist the sending address of people and brands that you trust \u2013 whose messages you want delivered to the inbox, not to the spam folder.<\/p>\n This could include:<\/p>\n Family and friends. The good news is that it\u2019s relatively easy to white list an email sender. Step-by-step directions for how to do it follow.<\/p>\n The exact process varies based on what you use to read your email; we have detailed instructions for:<\/p>\n Gmail <\/a> <\/p>\n Now, let\u2019s put on our email marketer hats.<\/p>\n Many of my clients send email newsletters \u2013 some of them are subscription-based, meaning that readers pay to receive them. And when one of those lands in the spam folder instead of the inbox? We usually hear about it.<\/p>\n It\u2019s an occupational hazard of being an email marketer: At some point, a message you send will end up in the spam folder. It\u2019s inevitable.<\/strong><\/p>\n We all know what it means when your email lands in the spam folder. Images are blocked, links are disabled \u2026 but that isn\u2019t the worst of it. Your email is much, much less likely to be opened, read, and acted on if it\u2019s diverted to the spam folder.<\/p>\n And this means that even if you crafted a perfect subject line, wrote amazingly persuasive body copy, and had a fabulous call-to-action, it doesn\u2019t matter. The spam folder negates all that.<\/p>\n Here\u2019s the thing: Often it\u2019s not your fault when your email lands in the spam folder. You can follow best practices<\/a>, keep your list clean<\/a>, confirm that your email authentication protocols<\/a> are in place and still<\/em> have your email messages sent to the spam folder.<\/p>\n But there\u2019s one more thing you can do to help ensure your emails reach the inbox: <\/strong>Ask your subscribers to whitelist your email address.<\/p>\n When an email address is whitelisted, messages sent from it are almost guaranteed to reach your recipient\u2019s inbox \u2013 not the spam folder. When your readers whitelist your email address, it tells the algorithms that control inbox and spam folder placement that the recipient trusts you and that they want to receive email from you.<\/p>\n <\/a> <\/p>\n There\u2019s only one way to get your email address whitelisted \u2013 you have to ask your subscribers to do it. This is true whether you are B2B, B2C, or something else.<\/p>\n A whitelist request used to be a standard part of the new subscriber onboarding process. You see it less these days, but it\u2019s still a good thing to do to help your messages reach the inbox.<\/p>\n Here\u2019s an example: <\/strong>A note like this would appear on a confirmation page when sign-up was complete and\/or in the welcome email (feel free to copy this \u2013 the link will bring your subscribers back to this page for detailed instructions):<\/p>\n Thanks for signing up to receive email from [Your Brand Here]; please whitelist our sender address, which is [Your Sender Address] to be sure our emails reach your inbox. Not sure how to whitelist an email address? Here are<\/em> detailed instructions<\/em><\/a> from Hubspot.<\/em><\/p>\n Here\u2019s an example from my inbox of a welcome message with a whitelist request in it. It\u2019s pretty lengthy, and it appears in the middle of a long welcome email (see the arrow I added).<\/p>\n\n But whitelist requests aren\u2019t just for onboarding. Many organizations include them in every message they send, as a consistent reminder to subscribers.<\/p>\n Once again from my inbox, here\u2019s an example where it\u2019s at the top of the message.<\/p>\n\n And finally, here\u2019s an example where the whitelist message appears in the footer of each email sent (also from my inbox).<\/p>\n\n The exact wording of your whitelist request isn\u2019t important, as long as it conveys:<\/p>\n Why whitelisting is important. Some email tools will automatically whitelist email messages from senders in the recipient\u2019s address book \u2013 but some won\u2019t. That\u2019s why the detailed instructions by email tool are so important.<\/p>\n <\/a> <\/p>\n To begin, you need to open your email settings. Click the gear icon<\/strong> in Gmail and select See all settings<\/strong> from the Quick Settings<\/strong> menu.<\/p>\n\n Once you\u2019ve opened your settings, select Filters and Blocked Addresses<\/strong> on the top bar.<\/p>\n In Gmail, whitelisting an email actually involves creating a filter, so you need to select the Create new filter <\/strong>button.<\/p>\n\n Now it\u2019s time to specify who you are whitelisting. You do this by entering in a specific email address (e.g., hello@domain.com<\/a>) or a whole domain by omitting everything before the at symbol (e.g., @domain.com<\/a>) in the \u201cFrom\u201d field.<\/p>\n The former will whitelist one specific email address, while the latter whitelists anyone who is sending emails from that domain.<\/p>\n\n From there, all you need to do is click the Create filter<\/strong> button at the bottom of the window (next to the blue \u201cSearch\u201d button).<\/p>\n\n Clicking the Create filter <\/strong>button brings up a new window where you actually specify what you\u2019re doing with those emails. In this case, you\u2019re whitelisting. In Gmail, you do this by ticking the Never send it to Spam <\/strong>box.<\/p>\n This will ensure that emails coming from the sender or domain you specified never end up in Spam or Trash.<\/p>\n\n As you can see, you can also add other filters here if they are relevant to those email addresses.<\/p>\n Once you have selected your filter, simply click the blue Create filter <\/strong>button again, and this creates the whitelist within Gmail.<\/p>\n Note: The default email provider for Android is Gmail. Follow the above instructions to whitelist emails on your Android device.<\/em><\/p>\n\n To start, click the gear icon<\/strong> in Outlook. When you select it, a drop-down menu will appear and you\u2019ll choose View all Outlook settings<\/strong> at the bottom.<\/p>\n\n On the sidebar, click Mail.<\/strong><\/p>\n After clicking Mail<\/strong>, a submenu specific to mail will pop out. Choose Junk email.<\/strong><\/p>\n You\u2019ll see the heading Safe senders and domains<\/strong>. Click + Add<\/strong> to whitelist specific addresses and domains.<\/p>\n A field will appear below Add<\/strong>. \u200b\u200bJust like in Gmail, you can either enter a specific email address (e.g., hello@domain.com<\/a>) or a whole domain (@domain.com<\/a>).<\/p>\n\n Then click Save. <\/strong>This will save your whitelist preferences and ensure that emails from those senders don\u2019t end up in your junk email folder in Outlook.<\/p>\n\n Source<\/em><\/a><\/p>\n Find the gear icon<\/strong>, which is the settings menu. From the dropdown menu, select the More settings <\/strong>option.<\/p>\n\n Source<\/em><\/a><\/p>\n Source<\/em><\/a><\/p>\n To whitelist emails on Yahoo, you are actually creating a filter. So on the sidebar, select Filters<\/strong> and hit Add new filters<\/strong> to enter the email you\u2019d like to whitelist.<\/p>\n\n Source<\/em><\/a><\/p>\n In Yahoo, you have to name your filter. I recommend something simple like \u201cWhitelist.\u201d<\/p>\n\n Source<\/em><\/a><\/p>\n Then you set the rule for your filter. Because you\u2019re creating a white list, select contains <\/strong>from the filter criterion <\/strong>list.<\/p>\n\n Source<\/em><\/a><\/p>\n After that, you just enter the email address or domain in the text box.<\/p>\n\n Source<\/em><\/a><\/p>\n To ensure those emails don\u2019t go to spam or junk, select the Inbox <\/strong>folder. This will send all emails coming from the specified address or domain to your inbox.<\/p>\n\n Source<\/em><\/a><\/p>\n As always, be sure to click Save<\/strong> so your new settings are saved.<\/p>\n\n To whitelist emails or domains on AOL, you will actually be adding a new contact. This will signal to the server that you trust the emails coming from these addresses.<\/p>\n So, on the left navigation pane, open Contacts<\/strong>.<\/p>\n\n Source<\/em><\/a><\/p>\n Under Contacts <\/strong>select New Contact.<\/strong> Enter the contact\u2019s name and email address. You can also enter a full domain (e.g., @domain.com<\/a>) to the email field.<\/p>\n\n Source<\/em><\/a><\/p>\n Finally, just click Add Contact<\/strong> and you\u2019re all set.<\/p>\n\n Choose Mail <\/strong>from the menu bar and then select Preferences<\/strong> from the dropdown.<\/p>\n\n Source<\/em><\/a><\/p>\n Under preferences, click the Rule<\/strong> tab up top and choose the Add Rule<\/strong> button from the sidebar.<\/p>\n\n Source<\/em><\/a><\/p>\n Enter the description for your new rule. I think \u201cWhitelist\u201d or \u201cWhitelist Emails\u201d are good descriptors.<\/p>\n\n Source<\/em><\/a><\/p>\n Settings you need to select to make a whitelist rule would be \u201cany,\u201d \u201cfrom,\u201d and \u201ccontains\u201d \u2014 as you can see in the screenshot above.<\/p>\n Type the email address or domain you want to whitelist. You can add more than one address or domain at a time if you want to apply the same rule. Just press the + <\/strong>sign next to the textbox where you entered the first email.<\/p>\n
\n As a marketer sending email. <\/p>\n
\n Why whitelist emails?<\/a>
\n Why prompt your subscribers to whitelist your email?<\/a>
\n How to Get Subscribers to Whitelist Your Email Address<\/a>
\n How to Whitelist an Email (by Email Provider)<\/a> <\/p>\nWhy whitelist emails?<\/h2>\n
\n Schools, churches, volunteer organizations, and other institutions.
\n Utilities, mortgage companies, and others who send you bills.
\n Publications that send you alerts and newsletters.
\n Local and national businesses that you purchase from.
\n Others whom you interact with via email. <\/p>\n
\n Outlook
\n Yahoo
\n AOL
\n Apple Mail
\n Windows 365 Desktop
\n ProtonMail <\/p>\nWhy prompt your subscribers to whitelist your email?<\/h2>\n
How to Get Subscribers to Whitelist Your Email Address<\/h2>\n
\n What email address should be whitelisted for your messages.
\n How the subscriber can do it. <\/p>\n1. Open settings.<\/strong><\/h3>\n
2. Navigate to \u201cFilters and Blocked Addresses\u201d in the top menu.<\/strong><\/h3>\n\n
3. Select \u201cCreate a new filter.\u201d<\/strong><\/h3>\n
4. Add a specific email or a whole domain in the \u201cFrom\u201d field.<\/strong><\/h3>\n
5. Click \u201cCreate filter.\u201d<\/strong><\/h3>\n
6. Check \u201cNever send it to Spam\u201d in the checkbox.<\/strong><\/h3>\n
7. Click \u201cCreate filter.\u201d<\/strong><\/h3>\n
1. Go to settings in Outlook.<\/strong><\/h3>\n\n
2. Select \u201cMail\u201d from the settings menu.<\/strong><\/h3>\n\n
3. Choose \u201cJunk email\u201d from the submenu.<\/strong><\/h3>\n
4. Click \u201cAdd\u201d under \u201cSafe senders and domains.\u201d<\/strong><\/h3>\n\n
5. Enter the email address that you want whitelisted.<\/strong><\/h3>\n
6. Choose \u201cSave.\u201d<\/strong><\/h3>\n
1. Open Yahoo Mail and log in.<\/strong><\/h3>\n\n
2. Navigate to \u201cSettings\u201d then click \u201cMore Settings.\u201d<\/strong><\/h3>\n\n
3. Select \u201cFilters\u201d and hit \u201cAdd new filters.\u201d<\/strong><\/h3>\n\n
4. Name the filter and add the email address.<\/strong><\/h3>\n
5. Select to send all mail to \u201cInbox.\u201d<\/strong><\/h3>\n
6. Save your settings.<\/strong><\/h3>\n
1. Log in to your AOL account.<\/strong><\/h3>\n\n
2. Open \u201cContacts.\u201d<\/strong><\/h3>\n
3. Click the \u201cNew Contact\u201d icon and add the email address.<\/strong><\/h3>\n
4. Click the \u201cAdd Contact\u201d button.<\/strong><\/h3>\n
1. Log into your Apple Mail account.<\/strong><\/h3>\n\n
2. Click \u201cMail\u201d then \u201cPreferences\u201d in the menu bar.<\/strong><\/h3>\n
3. Click on the \u201cRules\u201d tab.<\/strong><\/h3>\n
4. Enter a new description and set the rule.<\/strong><\/h3>\n
5. Type the email address and select \u201cInbox.\u201d<\/strong><\/h3>\n
![Source<\/em><\/a><\/p>\n3. Click the \u201cNew Contact\u201d icon and add the email address.<\/strong><\/h3>\nUnder Contacts <\/strong>select New Contact.<\/strong> Enter the contact\u2019s name and email address. You can also enter a full domain (e.g., @domain.com<\/a>) to the email field.<\/p>\n\nSource<\/em><\/a><\/p>\n4. Click the \u201cAdd Contact\u201d button.<\/strong><\/h3>\nFinally, just click Add Contact<\/strong> and you\u2019re all set.<\/p>\n\n1. Log into your Apple Mail account.<\/strong><\/h3>\n\n2. Click \u201cMail\u201d then \u201cPreferences\u201d in the menu bar.<\/strong><\/h3>\nChoose Mail <\/strong>from the menu bar and then select Preferences<\/strong> from the dropdown.<\/p>\n\nSource<\/em><\/a><\/p>\n3. Click on the \u201cRules\u201d tab.<\/strong><\/h3>\nUnder preferences, click the Rule<\/strong> tab up top and choose the Add Rule<\/strong> button from the sidebar.<\/p>\n\nSource<\/em><\/a><\/p>\n4. Enter a new description and set the rule.<\/strong><\/h3>\nEnter the description for your new rule. I think \u201cWhitelist\u201d or \u201cWhitelist Emails\u201d are good descriptors.<\/p>\n\nSource<\/em><\/a><\/p>\nSettings you need to select to make a whitelist rule would be \u201cany,\u201d \u201cfrom,\u201d and \u201ccontains\u201d \u2014 as you can see in the screenshot above.<\/p>\n5. Type the email address and select \u201cInbox.\u201d<\/strong><\/h3>\nType the email address or domain you want to whitelist. You can add more than one address or domain at a time if you want to apply the same rule. Just press the + <\/strong>sign next to the textbox where you entered the first email.<\/p>\nBelow, select Move Message<\/strong> from the first dropdown and choose Inbox<\/strong> from the second.<\/p>\n\nSource<\/em><\/a><\/p>\n6. Select \u201cOK\u201d to save.<\/strong><\/h3>\nAnd that\u2019s it! Pressing OK <\/strong>at the bottom right-hand corner will save your changes.<\/p>\n\n1. Open the Windows Outlook 365 app.<\/strong><\/h3>\n\n2. Navigate to \u201cTools\u201d and then select \u201cRules.\u201d<\/strong><\/h3>\nClick Tools <\/strong>from the top menu and select Rules\u2026 <\/strong>from the dropdown.<\/p>\n\n3. Click on \u201cNew Rule.\u201d<\/strong><\/h3>\nFrom there, it will display the rules you\u2019ve created. If you haven\u2019t created any yet, it will look blank like the screenshot below. Click the New Rule <\/strong>button on the bottom left-hand side of the screen.<\/p>\n\n4. Name your rule \u201cWhitelist.\u201d<\/strong><\/h3>\nYou will have to name your rule. I recommend sticking with \u201cWhitelist.\u201d<\/p>\n\n5. Select \u201cFrom\u201d and enter the email address.<\/strong><\/h3>\nNext, choose From <\/strong>from the dropdown menu as your rule. In the next field, enter the email address or domain you want to whitelist.<\/p>\n\n6. Select \u201cMove to\u201d and \u201cInbox\u201d from the dropdown menus.<\/strong><\/h3>\nNow it\u2019s time to choose your action. In the first dropdown menu, choose Move to<\/strong> and select Inbox<\/strong> from the next one.<\/p>\n\n7. Click \u201cSave.\u201d<\/strong><\/h3>\nTo save your settings, just click Save<\/strong> at the bottom.<\/p>\n\n1. Log into your ProtonMail account.<\/strong><\/h3>\n\n2. Click \u201cSettings,\u201d then select \u201cGo to settings.\u201d<\/strong><\/h3>\nClick on the gear icon <\/strong>to open your settings options and select Go to settings<\/strong>.<\/p>\n\n3. Select \u201cFilters\u201d from the sidebar.<\/strong><\/h3>\nChoose Filters<\/strong> from the sidebar and look for the Span, block, and allow lists<\/strong> subheading.<\/p>\n\n4. Click the \u201cAdd address or domain.\u201d<\/strong><\/h3>\nUnder the Span, block, and allow lists<\/strong> subheading, click on the Add address or domain <\/strong>button. It will open the dropdown menu, from which you want to choose Allow.<\/strong><\/p>\n5. Select either \u201cEmail\u201d or \u201cDomain.\u201d<\/strong><\/h3>\nChoose either Email <\/strong>or Domain. <\/strong>Depending on your selection, you can enter the email address or domain you want to whitelist in the field box.<\/p>\n\n6. Click \u201cAdd address\u201d to save your changes.<\/strong><\/h3>\nClicking Add address<\/strong> will save your changes. Repeat this process if you want to whitelist more than one sender.<\/p>\n<\/a> <\/p>\n](\"https:\/\/spreademail.net\/NewImages\/41\/pages\/cont\/op_aol-add-contacts.png\"){kind=link}