Summary
The overwhelming consensus is that 'blocklist' should be used instead of 'blacklist' in email marketing. This shift is driven by several factors, including a desire for more inclusive and ethical language, the avoidance of potentially offensive terms and harmful connotations, and alignment with evolving industry standards and best practices. While 'blacklist' may still be understood, 'blocklist' is increasingly preferred for its clarity, sensitivity, and future-proofing of communications. Major tech organizations, email marketing platforms, and community members are actively adopting the new terminology. However, it's important to remember that changes to terminology do not directly influence the effectiveness of blocking or allowing senders.
Key findings
- Ethical & Inclusive: 'Blocklist' promotes inclusivity and avoids the potential for negative connotations associated with 'blacklist'.
- Industry-Wide Shift: Major tech companies, email marketing platforms, and community members are actively transitioning to 'blocklist' and 'allowlist'.
- Historical baggage: 'Blacklist' carries historical baggage, including being a term coined by spammers and associations with suppression lists, causing potential confusion.
- Clarity & Modernity: While both terms may be understood, 'blocklist' is preferred for its clarity and is considered the more modern and up-to-date term.
Key considerations
- Context: Consider the context of your audience when choosing between 'blocklist,' 'denylist,' and 'blacklist.'
- Messaging & Communication: Clearly communicate the reasons for the change to internal and external stakeholders to ensure everyone understands the rationale behind the switch.
- System Updates: Recognize that the impact of this shift will be fully realized once email filters and anti-spam systems also update their terminology.
- Documentation & Training: Update existing documentation and training materials to reflect the updated terminology consistently.
- Practicality: Remember that the terminology change does not inherently improve deliverability; blocking and allowing continue to function similarly regardless of the term used.
What email marketers say
13 marketer opinions
The consensus is shifting towards using 'blocklist' instead of 'blacklist' in email marketing. This change is driven by a desire for more inclusive language, avoiding potentially offensive terms, and aligning with evolving industry standards. While 'blacklist' is still understood, 'blocklist' is increasingly preferred for clarity, sensitivity, and future-proofing communications. Some suggest that although the terminology may change, practical impacts will only be seen when mail filters themselves update their language.
Key opinions
- Inclusivity: 'Blocklist' is seen as a more inclusive term, avoiding the negative connotations associated with 'blacklist'.
- Industry Shift: Many organizations and marketers are actively changing their documentation and practices to use 'blocklist' and 'allowlist'.
- Clarity: While both terms are generally understood, 'blocklist' is gaining preference for its directness and reduced potential for misinterpretation.
- Suppression Lists: 'Blacklist' can sometimes refer to suppression lists, causing potential confusion. 'Blocklist' avoids this ambiguity.
- Practical Impact: Changes to terminology may have limited impact until mail filters and related systems also adopt the new language.
Key considerations
- Internal Consistency: Ensure consistent use of 'blocklist' throughout your organization's documentation and communication materials.
- Audience Awareness: While 'blocklist' is gaining traction, be mindful of your audience's familiarity with the term, especially in older or more traditional contexts.
- System Updates: Consider when and how email filters and anti-spam systems will update their terminology, as this will ultimately drive widespread adoption.
- Practicality: Understand that a change in terminology does not directly influence the effectiveness of blocking or allowing senders.
- Rationale: Be prepared to explain the reasons behind the shift to 'blocklist' to stakeholders and team members who may be unfamiliar with the rationale.
Marketer view
Marketer from Email Geeks says that the term “blocklist” had already been used plenty before now.
3 May 2023 - Email Geeks
Marketer view
Email marketer from Mailjet Blog recommends switching to 'blocklist' to promote inclusivity and avoid potentially offensive language. This change reflects a broader movement towards more sensitive and respectful communication practices in the industry.
29 Jan 2024 - Mailjet Blog
What the experts say
3 expert opinions
Experts suggest that 'blocklist' is the sensible choice and there is a lot to be said for using 'denylist' in enterprise IT and security contexts. One expert reveals that 'blacklist' was originally coined by spammers and has negative origins, also citing that 'blocklist' is better due to ethical considerations around inclusivity.
Key opinions
- Sensible Choice: 'Blocklist' is considered a sensible and up-to-date choice.
- Alternative Term: 'Denylist' is an alternative term to consider, particularly in security and enterprise IT settings.
- Historical Origins: 'Blacklist' was a term coined by spammers to negatively portray anti-spam efforts.
- Ethical Considerations: Preference for 'blocklist' stems from ethical concerns about inclusivity and avoiding harmful connotations.
Key considerations
- Contextual Appropriateness: Consider the context of your audience when choosing between 'blocklist', 'denylist' and 'blacklist'.
- Security/IT Environments: In security and enterprise IT environments, 'denylist' might be more readily understood and accepted.
- Ethical Messaging: Prioritize inclusivity and avoid perpetuating harmful connotations by using 'blocklist' or 'denylist' over 'blacklist'.
- Clarity and Understanding: Ensure that whichever term you use is clearly understood by your audience to avoid confusion.
Expert view
Expert from Email Geeks shares that switching to using "blocklist" is sensible and there's a lot to be said for using "denylist", especially around security or enterprise IT people.
20 Feb 2022 - Email Geeks
Expert view
Expert from Email Geeks reveals that blacklist was a term invented by spammers to make what we were doing back at MAPS seem bad, but it became a term of art because people understood it better than blocklist.
28 Aug 2024 - Email Geeks
What the documentation says
4 technical articles
Major technology organizations like Microsoft, Red Hat, Google, and OWASP are updating their documentation to favor 'blocklist' and 'allowlist' over 'blacklist' and 'whitelist'. This shift is driven by a commitment to inclusive language, diversity, and a desire to avoid perpetuating negative stereotypes and promote a more welcoming environment.
Key findings
- Industry-Wide Adoption: Leading tech companies are actively adopting 'blocklist' and 'allowlist' as standard terminology.
- Inclusivity Focus: The change is motivated by a commitment to inclusive language and avoiding potentially harmful connotations.
- Promotion of Diversity: These updates reflect a broader initiative to promote diversity and inclusion within the technology industry.
- Equity and Welcoming Environments: The goal is to create more equitable and welcoming environments for all users and developers.
Key considerations
- Consistency: Ensure your organization's terminology aligns with industry standards and best practices.
- Communication: Clearly communicate the reasons for the change to stakeholders and team members.
- Cultural Sensitivity: Be mindful of the potential impact of language on diverse audiences.
- Documentation Updates: Update existing documentation and training materials to reflect the new terminology.
Technical article
Documentation from OWASP advocates for using 'allow list' and 'block list' to promote inclusive language in cybersecurity and development. This change aims to avoid reinforcing negative stereotypes and promote a more equitable and welcoming environment.
8 Dec 2023 - OWASP
Technical article
Documentation from Google Developer Documentation Style Guide now recommends using 'blocklist' instead of 'blacklist'. They state the importance of inclusive language. This change is intended to reduce potential harm and promote a more welcoming environment for all users and developers.
15 Sep 2021 - Google Developer Documentation Style Guide
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