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Email Deliverability is not a black box of tricks, back room deals and secret handshakes—stellar email deliverability is within the reach of every email marketer out there. To be successful marketers need to understand the fundamentals of email deliverability as they are defined by the ISPs, the door guardians of better ROI and marketing success. The following guides will help you better understand what the ISPs expect of legitimate marketers and what you can do to differentiate your messages from that of spammers
| Domains Covered |
AOL.com
CompuServe
Netscape
Mail.com
WMConnect |
Whitelisting |
AOL provides a whitelist mailers can apply for here
- Mailers who are applying for the whitelist using a new IP with no previous mailing history, can expect to be throttled until the IP's mailing history has been built up. AOL will not whitelist an IP with no mailing history.
- Make sure that your IP has a valid reverse DNS (rDNS) record.
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| Tools |
IP Rep Check |
Feedback Loop |
AOL offers a feedback loop which mailers can sign up for here
- To take advantage of the feedback loop mailers should ensure that they are capable of processing the MARF (Messaging Abuse Reporting Format) formatted email complaints.
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| Error Messages |
Bounce Codes |
Blacklists |
AOL does not reference external or 3rd party blacklist providers but as a best practices will not accept mail from IPs listed in the PBL which is a list of dynamic IP space for broadband/internet connectivity providers. |
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| Domains Covered |
Yahoo.com
att.net
bellsouth.net
btinternet.com
(+ Regional
Y! Properties
such as
yahoo.fr) |
Whitelisting |
Yahoo! provides a whitelist mailers can apply for here
- Yahoo! states they will block or filter mail from mailservers with any of the following characteristics:
- Failing rDNS
- Dynamic IPs
- Open Relays and Proxies
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| Tools |
Postmaster Site |
Feedback Loop |
Yahoo! offers a feedback loop which mailers can sign up for here
- In order to apply for an FBL with Yahoo! mailers must sign their email with either Domain Keys or DKIM.
- To take advantage of the feedback loop mailers should ensure that they are capable of processing the MARF (Messaging Abuse Reporting Format) formatted email complaints.
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| Error Messages |
Bounce Codes |
Blacklists |
Yahoo! will block email that comes from senders blacklisted by the SBL/XBL. |
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| Domains Covered |
Gmail.com |
Whitelisting |
Google does not offer whitelisting for end mailers at this time.
- Gmail verifies SPF & DK/DKIM signatures, mailers should sign with these email authentication technologies as a best practice and to achieve maximum deliverability.
- Gmail requires senders to have valid rDNS entries for their mailing IPs.
|
| Tools |
Bulk Sender Guidelines |
Feedback Loop |
Google does not offer a Feedback Loop for mailers at this time. |
| Contacting Support |
Fill out
"Further Troubleshooting"
Dynamic Form
to Reach Contact Form |
Blacklists |
Gmail does not reference external blacklists. |
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| Domains Covered |
Live.com
Hotmail.com
MSN.com |
Whitelisting |
Microsoft does not offer a public whitelist but will verify other 3rd party paid services.
- Mailers should ensure that their rDNS records valid for their mailing IPs.
- Microsoft verifies SenderID records and mailers should consider signing their emails as a best practice and to ensure deliverability.
- Microsoft has stated publically that they support DKIM but has not stated how they are implementing it or using it as of yet.
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| Tools |
SNDS (Smart
Network Data
Services) |
Feedback Loop |
Microsoft offers a feedback loop known as the Junk eMail Reporting Program. Mailers can apply for inclusion in the JMRP here. |
| Contacting Support |
Email Form |
Blacklists |
Microsoft references their own proprietary blacklist. |
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| Domains Covered |
Comcast.net
(One of the largest
cable internet
providers in the US) |
Whitelisting |
Comcast does not offer a public whitelist at this time.
- Comcast has a list of recommendations for mailers on their postmaster site here.
- Comcast verifies DKIM signatures but has not commented on how email authentication formally plays into sender reputation or deliverability.
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| Tools |
RBL Removal Form |
Feedback Loop |
Comcast offers a feedback loop that mailers can apply for here. |
| Error Messages |
Bounce Codes |
Blacklists |
Comcast references Spamhaus Zen, Cloudmark CSI, Trend Micro RBL & Reputation Network Blacklist |
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