Summary
Addressing a SORBS listing involves a comprehensive strategy encompassing prevention, detection, remediation, and ongoing monitoring. Initially, assess if SORBS is the actual cause, considering its potentially limited impact and the possibility of other underlying issues. Prevention includes good list hygiene, confirmed opt-in, honoring unsubscribes, implementing authentication protocols (SPF, DKIM, DMARC), and a gradual volume increase. Early detection relies on continuous IP reputation monitoring. Remediation requires identifying and addressing the cause that led to the listing, following the SORBS delisting process, and cleaning up practices like spammers, and finally checking IP address and domain against blacklists. For shared IPs, the risk is higher, making a dedicated IP a better option. Implement the use of tools like inbox placement monitoring and email testing to continuously test deliverability and flag potential problems.
Key findings
- Assess SORBS Relevance: Verify SORBS is impacting deliverability before taking action; it may not be the primary cause.
- Address Root Cause: Identify and resolve the underlying issues causing the listing, not just delist.
- Preventive Measures: Implement good email practices (list hygiene, opt-in, authentication) to prevent listings.
- Monitor Reputation: Continuously monitor IP reputation to detect issues early.
- Use Monitoring tools: Use tools like inbox placement monitoring to track where emails land (inbox, spam).
- Test Emails: Test Emails to check for potential problems.
- BlackList Checks: Check your IP/Domain against blacklists to identify if there are any further issues.
- Shared IP Issues: Shared IPs carry a higher risk and thus require a dedicated IP.
Key considerations
- Prioritize Issues: Prioritize addressing the root cause, before delisting.
- Choose IP type: Consider switching to a dedicated IP for more control.
- Continuous Monitoring: Ongoing monitoring and testing are crucial for maintaining deliverability.
- SORBS instructions: Follow specific delisting directions of SORBS if needed
- Limited Impact: Consider that a SORBS listing may not be a big issue if you can't prove it is causing you problems
What email marketers say
9 marketer opinions
Dealing with a SORBS listing affecting email deliverability involves a multi-faceted approach. Key strategies include proactive monitoring of IP reputation, implementing strong email authentication (SPF, DKIM, DMARC), practicing rigorous list hygiene, ensuring a valid PTR record, regularly checking blacklists, utilizing inbox placement monitoring, and employing email testing before sending. The type of IP address also plays a role, as shared IPs carry a higher risk of SORBS listing due to the actions of other users. Early identification and prompt action are crucial to mitigate the impact on deliverability.
Key opinions
- IP Monitoring: Regularly monitor IP reputation using tools to detect SORBS listings early.
- Authentication: Implement SPF, DKIM, and DMARC to verify sender identity and improve deliverability.
- List Hygiene: Practice good list hygiene by removing inactive or invalid addresses.
- PTR Record: Ensure a valid PTR record matches the sending domain to avoid being flagged as spam.
- Blacklist Checks: Check IP addresses and domains against blacklists regularly to identify listing issues.
- Shared IP Risk: Using shared IPs increases the risk of SORBS listing due to the actions of other users; consider a dedicated IP.
- Inbox Monitoring: Use inbox placement monitoring tools to track where emails land (inbox, spam) and identify deliverability issues.
- Email Testing: Perform email testing to identify potential issues before sending and avoid spam triggers.
Key considerations
- Proactive Measures: Focus on proactive measures like monitoring and authentication to prevent SORBS listings.
- Underlying Issues: Identify and address the underlying causes of the listing, such as poor sending practices or spam complaints.
- Impact Assessment: Assess the impact of a SORBS listing on deliverability and prioritize actions based on the severity of the issue.
- Prompt Action: Take prompt action to delist and resolve any issues once a SORBS listing is identified.
- IP Type: Consider the type of IP address (shared vs. dedicated) and its potential impact on reputation.
Marketer view
Email marketer from NeilPatel.com shares that regularly monitoring your IP reputation using tools like Sender Score or Talos is crucial to identify SORBS listings early. Addressing issues promptly can prevent severe deliverability problems.
3 Oct 2022 - NeilPatel.com
Marketer view
Marketer from Email Geeks mentions that SORBS listing can impact deliverability at Proofpoint hosted domains and offers to provide more details about the delisting process.
19 Nov 2022 - Email Geeks
What the experts say
5 expert opinions
Dealing with a SORBS listing requires careful assessment and targeted action. If deliverability issues arise, first verify if SORBS is the actual cause, as it may not be widely used or the primary reason for blocks at major providers. Focus on identifying and addressing the underlying behavior that led to the listing, as simply delisting may not resolve the problem. Ensure you follow the delisting instructions on the SORBS website if necessary. Furthermore, prioritize addressing issues if they are causing demonstrable harm, measuring current metrics, making intentional changes with a clear goal, and refraining from implementing unnecessary solutions.
Key opinions
- Verify SORBS as Cause: Confirm that SORBS is genuinely affecting deliverability before taking action.
- Address Underlying Issues: Identify and resolve the behavior that led to the SORBS listing, rather than just delisting.
- SORBS Relevance: SORBS may not be widely used, particularly if issues are observed with major email providers.
- Data Driven Action: Measure current performance, set goals, and only fix current issues.
Key considerations
- Delisting Process: Follow the specific delisting instructions provided on the SORBS website if needed.
- Reputation Management: Address the root cause of the listing to prevent future issues and improve overall sender reputation.
- Limited Impact: Recognize that a SORBS listing might be a minor issue compared to other deliverability factors.
- Focus on True Issues: Don't waste resources on problems that don't exist, focus on true problems.
Expert view
Expert from Spam Resource explains that SORBS is an older blocklist that primarily targeted dynamic IP addresses. John Levine suggests checking where the block is occurring, as SORBS may not be the cause of your specific delivery issues if major providers are involved. He also notes SORBS has been broken for many years.
25 Dec 2024 - Spam Resource
Expert view
Expert from Word to the Wise shares that if your mail is being blocked based on IP reputation, it is due to sending mail like spammers. She explains cleaning up practices and requesting removal is required as well as investigating what caused the listing in the first place.
12 Aug 2021 - Word to the Wise
What the documentation says
5 technical articles
Dealing with a SORBS listing effectively requires understanding the delisting process, preventing future listings through good email practices, addressing the underlying issues that caused the listing, and understanding general blocklist operation. Preventative measures include confirmed opt-in, honoring unsubscribe requests, segmented content, and gradual increase of sending volume to establish IP reputation.
Key findings
- Delisting Process: Delisting involves visiting the SORBS website, identifying the IP, and following specific instructions, potentially proving IP control and resolving the original issues.
- Prevention Practices: Good email practices prevent blacklisting: confirmed opt-in, honoring unsubscribes, segmented lists.
- Address Root Cause: Addressing the underlying issues that caused listing is critical for long-term resolution.
- Gradual Volume Increase: Ramping up email volume slowly establishes reputation.
Key considerations
- Proactive Prevention: Implement preventive measures to avoid being listed on SORBS in the first place.
- SORBS Specifics: Follow the specific delisting process outlined by SORBS.
- Source Identification: Identify and rectify the source of any spam activity originating from your IP address.
- Volume Control: Monitor and control email sending volumes, especially when using a new IP.
Technical article
Documentation from Microsoft states that dealing with block lists, including SORBS, requires understanding the reason for listing and addressing the underlying issues. Microsoft also provides guidance on how to request delisting once the issues are resolved.
5 Feb 2025 - Microsoft
Technical article
Documentation from Spamhaus clarifies that while they are not SORBS, understanding how major blocklists operate provides insight. If your IP is listed due to spam activity, identify the source of the spam, stop it immediately, and then follow the specific removal process for the relevant blocklist (including SORBS).
16 May 2023 - Spamhaus
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