Summary
SURBL (Spam URI Realtime Blocklist) listings can significantly harm email deliverability and inbox placement in Gmail. These lists identify domains and URLs that have appeared in spam messages, indicating an association with spam, phishing, or other malicious activities. Email providers, including Gmail, use SURBLs as one of the many data points to filter unwanted emails, leading to messages being blocked, sent to the spam folder, or experiencing reduced inbox placement. The impact of a SURBL listing can be immediate, causing drops in open rates and engagement. It is important to monitor domain reputation, address the underlying issues that led to the listing, and follow delisting procedures to restore normal deliverability. Additionally, other blocklists like BRBL and URIBL can similarly impact deliverability, making proactive reputation management vital.
Key findings
- Deliverability Impact: SURBL listings negatively impact email deliverability and inbox placement in Gmail.
- Spam Identification: SURBLs identify domains and URLs that have appeared in spam messages.
- Filtering Mechanism: Email providers use SURBLs to filter unwanted emails based on their association with spam, phishing, or other malicious activities.
- Data Point Consideration: SURBLs are used as one data point among many by email providers to determine message filtering.
- Underlying Causes: The reasons for a SURBL listing, such as poor sending practices, also independently affect deliverability.
- Immediate Impact: SURBL listings can have an immediate and significant negative impact on email engagement metrics.
- Recovery Possible: Delisting from SURBLs and addressing underlying sending issues can restore deliverability.
- Similar Blocklists: Other blocklists like BRBL and URIBL can similarly affect deliverability.
Key considerations
- Domain Monitoring: Continuously monitor domain and URL reputation to identify and address SURBL listings quickly.
- Sending Practices: Implement and maintain email sending best practices to prevent SURBL listings.
- Delisting Process: Familiarize yourself with and follow the delisting procedures for each SURBL.
- Reputation Management: Actively manage sender reputation to minimize the risk of being added to blocklists.
- Holistic Approach: Acknowledge that deliverability is multifactorial and requires a holistic approach to email sending practices.
What email marketers say
12 marketer opinions
SURBL (Spam URI Realtime Blocklist) listings can negatively affect Gmail deliverability and inbox placement. If a domain or IP address appears on a SURBL, it signals an association with spam or malicious activity. While not all email providers weigh SURBLs equally, Gmail, among others, uses them as one data point to determine whether to block, filter to spam, or deliver emails. The impact can range from reduced inbox placement to complete blocking. The specific practices leading to the SURBL listing are often the root cause of deliverability issues. Even minor blacklistings can coincide with Gmail bulking, where Gmail picks up on behavior patterns that cause the listings. Removing the domain from the SURBL and addressing the underlying issues may return deliverability to normal.
Key opinions
- Negative Impact: SURBL listings generally lead to reduced email deliverability and poorer inbox placement in Gmail.
- Spam Signal: A SURBL listing indicates that a domain or IP has been associated with spam or malicious activities.
- Data Point: Email providers like Gmail use SURBLs as one data point, among many, to determine email filtering decisions.
- Root Cause: The practices causing the SURBL listing often contribute to deliverability issues independently.
- Bulking Correlation: Minor blacklistings can coincide with Gmail's tendency to bulk certain emails, due to similar behavioral patterns.
- Recovery Possible: Removing a domain from SURBL and rectifying the underlying issues can restore normal deliverability.
Key considerations
- Monitoring: Continuously monitor domain reputation and promptly address any SURBL listings.
- Underlying Practices: Identify and correct the sending practices that led to the SURBL listing to prevent future occurrences.
- Holistic Approach: Deliverability is multifactorial; SURBLs are just one aspect. Ensure all sending practices align with best practices.
- Delisting Process: Understand and follow the specific delisting process for each SURBL.
- Gmail Variance: Be aware that Gmail's algorithms and their weighting of factors can change over time.
Marketer view
Email marketer from SendPulse explains that being listed on an RBL (which includes SURBLs) can hurt sender reputation and email deliverability. They share that email providers like Gmail use these lists to identify and filter spam.
17 Oct 2022 - SendPulse
Marketer view
Email marketer from StackExchange states that SURBLs are used by some (but not all) email providers to help determine if an email is spam. If your domain is listed, your emails are more likely to be marked as spam or blocked entirely, thus affecting deliverability.
21 Aug 2022 - StackExchange
What the experts say
2 expert opinions
Appearing in spam can lead to a URL being listed in a URI DNSBL (SURBL), which has detrimental effects on email deliverability. This can cause messages containing the listed URL to be blocked or directed to the spam folder. Being on more blocklists negatively impacts how much email reaches the inbox.
Key opinions
- SURBL Listing Consequence: URLs found in spam may be listed in a URI DNSBL (SURBL).
- Deliverability Impact: SURBL listings result in emails being blocked or sent to spam folders.
- Blocklist Harm: The more blocklists you are on, the less email reaches the inbox.
Key considerations
- URL Monitoring: Monitor URLs in your email campaigns to prevent them from appearing in spam.
- Reputation Management: Actively manage your sending reputation to minimize the risk of blocklist inclusion.
- Content Scrutiny: Carefully review the content of your emails to avoid triggering spam filters and blocklists.
- Prevention: Proactive steps and prevention measures are most beneficial to help avoid being listed.
Expert view
Expert from Spamresource shares that a URL showing up in spam can lead to being listed in a URI DNSBL (SURBL). They explain that this can have negative consequences for email deliverability, causing messages containing the URL to be blocked or sent to the spam folder.
11 Mar 2023 - Spamresource
Expert view
Expert from Word to the Wise (Laura Atkins) discusses that landing on blocking lists is harmful to deliverability. The more lists that block you, the less mail gets delivered to the inbox.
13 Jun 2023 - Word to the Wise
What the documentation says
4 technical articles
SURBLs (Spam URI Realtime Blocklists) are lists of websites found in spam messages. Email providers, including Gmail, use these lists to filter unwanted emails. A SURBL listing indicates that a website has been associated with spam, phishing, malware, or abusive content, leading to reduced deliverability. Email providers may block or filter emails containing links to listed websites, sending them to the junk folder. Similar lists, such as the Barracuda Reputation Block List (BRBL), have the same impact.
Key findings
- SURBL Definition: SURBLs are lists of websites appearing in spam messages.
- Filtering Mechanism: Email providers use SURBLs to filter unwanted emails.
- Deliverability Reduction: A SURBL listing reduces email deliverability to Gmail and other providers.
- Link Association: A SURBL listing indicates a website has been linked to spam, phishing, malware, or abusive content.
- Blocking or Filtering: Email providers may block or filter emails containing links to listed websites, sending them to the junk folder.
- Similar Lists: Lists like the Barracuda Reputation Block List (BRBL) have similar impacts on deliverability.
Key considerations
- Website Monitoring: Monitor your website to ensure it is not associated with spam or malicious content.
- Content Scrutiny: Review email content to avoid links to websites listed on SURBLs.
- Reputation Management: Maintain a good sender reputation to minimize the risk of being listed on SURBLs or similar blocklists.
- Proactive measures: Proactive steps and prevention measures are most beneficial to help avoid being listed.
Technical article
Documentation from MultiRBL shares that being listed on a SURBL indicates that your website has been linked to spam. This can significantly harm your email deliverability, as email providers may block or filter emails containing links to listed websites.
28 Jun 2022 - MultiRBL
Technical article
Documentation from URIBL shares that its URI Block Lists can impact email deliverability. It states URIBLs are used to identify spam, phishing, malware, and other abusive content. Email marked with a URIBL hit may be dropped or sent to the junk folder.
1 Feb 2023 - URIBL
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