Summary
Invaluement is a blacklist that considers spam complaints, compromised systems, and malicious URL shorteners. Its influence varies, with some organizations heavily relying on it while others use it as one signal. Historical data suggests limited explicit usage, although it's often integrated into broader filtering systems. Listing on Invaluement can severely damage sender reputation, leading to emails being marked as spam or blocked. Therefore, monitoring blacklists, maintaining a positive sender reputation, implementing proper email authentication, and addressing issues leading to blacklisting are crucial for email deliverability. Using tools for deliverability testing and managing email lists are essential preventative measures.
Key findings
- Varied Usage: While not universally adopted, some organizations integrate Invaluement into their filtering systems.
- Reputation Impact: Listing on Invaluement significantly impacts sender reputation and deliverability.
- Listing Criteria: Invaluement blacklists based on spam complaints, compromised systems, and malicious URL shortener use.
- Proactive Monitoring: Monitoring blacklist status is crucial for identifying and resolving deliverability issues.
- Google Shortener Abuse: The 2018 Google URL shortener abuse highlighted the importance of blacklist effectiveness.
- Email Security Appliances: Email security appliances (e.g., Cisco, Proofpoint) can be configured to leverage Invaluement.
Key considerations
- Monitor Blacklists: Regularly monitor blacklists, including Invaluement, to ensure your sending IP or domain isn't listed.
- Maintain Sender Reputation: Implement best practices to maintain a positive sender reputation.
- Implement Authentication: Use SPF, DKIM, and DMARC to authenticate your emails and improve deliverability.
- Address Blacklisting Causes: Address and rectify the cause if blacklisted (e.g., spam complaints, compromised systems) before requesting delisting.
- Utilize Monitoring Tools: Use deliverability monitoring tools and seed list testing.
- Maintain Clean Email Lists: Regularly clean email lists to minimize bounce rates and spam complaints.
- Understand Filtering Policies: Recognize impact depends on recipient mail server's filtering policies.
- Be Prompt with Delisting Requests: Provide detailed information about steps taken when requesting delisting.
What email marketers say
11 marketer opinions
Invaluement is an influential blacklist used in email filtering, although its direct usage by specific domains is not widely publicized. Its impact on deliverability can be significant. Being listed on Invaluement or similar blacklists can severely damage sender reputation, leading to emails being marked as spam or blocked. Monitoring blacklists, maintaining a positive sender reputation, implementing proper email authentication (SPF, DKIM, DMARC), and promptly addressing issues leading to blacklisting are crucial for ensuring email deliverability.
Key opinions
- Influence of Invaluement: Invaluement is recognized as a top 5 influential blacklist, suggesting it impacts filtering decisions.
- Blacklist Impact: Listing on Invaluement can damage sender reputation, causing emails to be marked as spam or blocked.
- Proactive Monitoring: Monitoring blacklists like Invaluement is crucial to identify and resolve deliverability issues.
- Google Shortener Abuse: In 2018, abuse of Google's URL shortener highlighted how spammers bypass URI/domain lists; Invaluement identified and addressed this issue.
- Importance of Reputation: A positive sender reputation is essential for email deliverability and avoiding blacklists.
Key considerations
- Monitor Blacklists: Regularly monitor blacklists like Invaluement to ensure your sending IP or domain isn't listed.
- Maintain Sender Reputation: Implement best practices to maintain a positive sender reputation.
- Implement Authentication: Use SPF, DKIM, and DMARC to authenticate your emails and improve deliverability.
- Address Blacklisting Causes: If blacklisted, identify and rectify the cause (e.g., spam complaints, compromised systems) before requesting delisting.
- Utilize Monitoring Tools: Use email deliverability monitoring tools and seed list testing to detect issues early.
- Maintain Clean Email Lists: Regularly clean your email lists to minimize bounce rates and spam complaints.
Marketer view
Email marketer from GMass shares the importance of using seed list testing to see if your emails are landing in the inbox, spam folder, or being blocked altogether. This method can help you identify if you're being impacted by blacklists like Invaluement without actively monitoring them.
9 Oct 2024 - GMass
Marketer view
Email marketer from NeilPatel.com shares that it's crucial to monitor blacklists like Invaluement to ensure your sending IP address isn't listed, which can negatively impact deliverability. Regular monitoring helps identify and resolve issues promptly.
21 Jun 2022 - Neil Patel
What the experts say
3 expert opinions
While Invaluement's usage in email filtering isn't universally adopted, its impact on sender reputation can be significant. Some ISPs and organizations rely heavily on blacklists like Invaluement, while others consider them as one factor among many in their filtering policies. The ultimate impact on email deliverability depends on the receiving mail server's specific filtering rules and algorithms.
Key opinions
- Past Usage: Cox used to use Invaluement, but usage was light even in 2017 and didn't increase in 2018.
- Variable Effectiveness: The effectiveness of Invaluement varies; some organizations rely on it heavily, others less so.
- Reputation Impact: Invaluement can significantly impact sender reputation, potentially leading to emails being filtered as spam.
- Filtering Policy Dependent: The actual impact depends on each mail server's specific filtering rules and algorithms.
Key considerations
- Understand Filtering Policies: Recognize that the impact of Invaluement depends on the recipient's mail server's specific filtering policies.
- Monitor Reputation: Monitor sender reputation to ensure any negative impact from blacklists is identified quickly.
- Focus on Email Best Practices: Prioritize email best practices to avoid being blacklisted and maintain a positive sender reputation, regardless of specific blacklist usage.
- No Universal Impact: Understand that not all mail servers use Invaluement, so the impact is not universal.
Expert view
Expert from Spam Resource explains that the effectiveness of blacklists like Invaluement varies, with some ISPs and organizations relying on them heavily while others use them as one signal among many. The impact depends on the specific filtering policies of the receiving mail server.
8 Aug 2021 - Spam Resource
Expert view
Expert from Email Geeks shares that Cox used to use Invaluement, but data from 2017 indicates very light usage (0.2% of blocks). Further checks in 2018 didn't reveal much wider use.
4 Jun 2022 - Email Geeks
What the documentation says
4 technical articles
Invaluement blacklists domains based on spam complaints, compromised systems, and malicious URL shortener use, aiming to protect users from unwanted email. While Spamhaus doesn't directly use Invaluement, many organizations integrate multiple blacklists. Cisco's Email Security Appliance allows admins to use DNSBLs, potentially including Invaluement, for filtering based on sender reputation. Proofpoint also uses various techniques including external blacklists that may include Invaluement data.
Key findings
- Invaluement's Criteria: Invaluement blacklists based on spam complaints, compromised systems, and malicious URL shortener usage.
- Blacklist Integration: Many organizations integrate multiple blacklists, even if individual services like Spamhaus don't directly use Invaluement.
- Configurable Filtering: Cisco's Email Security Appliance allows admins to use DNSBLs like Invaluement for filtering.
- Proofpoint's Approach: Proofpoint uses various techniques, including external blacklists that might incorporate Invaluement data.
Key considerations
- Avoid Spam Triggers: Avoid activities that trigger blacklisting by Invaluement, such as spam complaints and using malicious URL shorteners.
- Monitor Reputation: Monitor your domain's reputation and blacklist status across various services.
- Understand Security Appliance Settings: If using an email security appliance like Cisco's, understand how DNSBLs are configured and whether Invaluement is in use.
- Comprehensive Security: Recognize that Proofpoint and similar services use multiple layers of security, with blacklists being just one component.
Technical article
Documentation from Cisco details how their Email Security Appliance allows administrators to configure policies that leverage various DNSBLs, including potentially Invaluement, to filter incoming email based on the sender's reputation. This helps block spam and malicious content.
19 Oct 2024 - Cisco
Technical article
Documentation from Invaluement explains that their blacklist criteria include factors like spam complaints, sending from compromised systems, and using URL shorteners associated with malicious activity. Their listings aim to protect users from unwanted email.
24 Jul 2024 - Invaluement
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