Imagine launching a meticulously prepared emailing campaign, only to realize that your emails never reach their destination. The reason? Your domain or IP address has been placed on a blocklist. For digital marketing experts, this kind of scenario is a nightmare that can jeopardize email deliverability and directly impact revenue. Good news: it is possible to get removed from a blocklist. How? That’s precisely what we are going to explore in this article.
Understanding what a blocklist is
A blocklist, or block list, is a list of IP addresses or domains identified as potential sources of spam or malicious behavior. These lists are used by email service providers (Gmail, Outlook, Yahoo, etc.) to filter suspicious emails and protect users from spam and cyberattacks.
Blocklist vs Blacklist: What’s the difference?
Although the terms “blocklist” and “blacklist” are often used interchangeably, there is a notable distinction. “Blacklist” refers to a list of banned IP addresses or domains due to suspicious or malicious activities, with a punitive connotation.
Conversely, “blocklist” focuses on the prevention and filtering of emails without necessarily implying malicious intent, as they can be refused for other reasons.
The different types of blocklists
Internal blocklists are directly managed by email providers like Google, Yahoo, or Outlook and only affect emails sent to their users.
External blocklists are maintained by third-party organizations like Spamhaus, Barracuda, or Spamcop and are used by many email services to filter spam.
Among these types of blocklists, we distinguish:
- IP blocklists (internal and external), which list suspicious IP addresses, often those of email sending servers.
- Domain blocklists (internal and external), which block domain names identified as spam sources.
- RBL blocklists (external): These are real-time lists used to block emails from IPs known as spam sources.
Diagnosing the problem
Before taking action, you must first confirm that you are indeed on a blocklist.
How to know if you are blocked?
Some signs may indicate an entry on a blocklist, such as a sudden drop in email open rates, an increase in bounced emails, or an unusual number of spam complaints, for instance.
You can also use tools like:
- MXToolbox
- MultiRBL
- Spamhaus
- SenderScore to assess the reputation of your IP or domain.
If your IP address or domain is listed on a blocklist, you need to understand why.
Identifying the cause of the blockage
Here are some common reasons:
- High complaint rates – Too many users mark your emails as spam.
- Low engagement – A large number of unopened emails can reveal a reputational issue.
- Sending to invalid addresses – Spam traps can trigger a report.
- Incorrect technical configuration – Misconfigured SPF, DKIM, and DMARC.
- Leakage of your contact list – A hack or data theft can lead to malicious use of your domain.
- Massive email sending over a short period – Sudden and unusual activity may be perceived as suspicious.
- Malicious software – A compromised server can be used to send spam without your knowledge.
Procedure for getting delisted
1) Correct technical errors
Check your SPF, DKIM, and DMARC records with tools like DMARC Analyzer. You need to resolve authentication issues to prove to providers your legitimacy as a sender.
2) Clean your contact list
Remove invalid and inactive addresses. Use an email verification tool like Captain Verify to maintain a clean database.
Consider implementing a double opt-in to ensure your subscribers are genuinely interested.
3) Contact the concerned blocklist
Each blocklist has its own delisting procedure.
- Spamhaus: Use their removal request form and ensure you correct the cause of the blockade.
- Barracuda: Submit a removal request on their official site after verifying your reputation.
- Spamcop: Removals are often automatic if no suspicious activity is detected after a few days.
The importance of preventing potential future blockages
Getting delisted is one thing, but you must prevent it from happening again.
The first thing to do is to establish reputation monitoring. For this, there are monitoring tools such as Google Postmaster or Microsoft SNDS and Yahoo. Then, automate the cleaning of your database to avoid obsolete addresses.
The second key point to avoid ending up on a blocklist again is to comply with regulations. Ensure that your practices comply with data protection laws, and always provide a visible and functional unsubscribe link in your emails.
Finally, keep in mind this: finding yourself on a blocklist can seem catastrophic, but with a structured approach and appropriate corrective actions, it is possible to get out of it.
