Should I use blacklist or blocklist in email marketing?

Key findings

• Widespread Adoption: Many companies and individuals are actively transitioning to 'blocklist' and 'allowlist' (or 'denylist' and 'safelist') in their documentation and daily discourse.
• Clarity of Meaning: Some find 'blocklist' more accurate as it directly describes the function of blocking or denying access, unlike 'blacklist' which can be conflated with other concepts like suppression lists.
• No Confusion: Currently, there is little to no confusion about the meaning of either term within deliverability circles, allowing for a gradual transition without significant operational impact.
• Industry Shift: The move is part of a larger industry-wide initiative to adopt more inclusive language in technical and general communications, reflecting societal changes.

Key considerations

• Reputation Management: Regardless of the term used, understanding how email blocklists (or blacklists) function and their impact on sender reputation remains paramount for email deliverability.
• Communication with Stakeholders: Companies should consider internal communication strategies when shifting terminology, especially if their marketing or legal teams are sensitive to language nuances. This is aligned with broader efforts towards inclusive language.
• Technical vs. Colloquial Use: While 'blocklist' may be technically more precise, 'blacklist' still holds significant colloquial recognition. The priority should be clear communication, whether that means adapting to evolving norms or ensuring immediate understanding.
• Monitoring Importance: Regardless of the term, monitoring major blocklists remains essential for maintaining good email deliverability.

Key opinions

• Preference for 'Blocklist': Many marketers have already adopted 'blocklist' (and 'allowlist') in their daily operations and documentation.
• Inclusive Language: The move is often spurred by a commitment to inclusive language, particularly in light of current social discussions.
• No Confusion Reported: Marketers report that switching to 'blocklist' has not caused confusion among peers or clients, suggesting broad acceptance.
• Clearer Definition: Some find 'blocklist' to be a more precise term, avoiding ambiguity with other types of lists, such as suppression lists.

Key considerations

• Industry Adaptation: While internal shifts are happening, the broader industry, including email filters and blocklist providers, will take time to fully adapt their terminology.
• Impact on Reputation: Being on an email blocklist (or blacklist) can significantly damage sender reputation and email deliverability, as detailed in our guide on what happens when your domain is blacklisted. Marketers need to focus on preventative measures regardless of the terminology.
• Avoiding Blacklisting: The core focus for marketers should remain on implementing best practices to avoid being listed on a blocklist in the first place, ensuring emails reach the inbox. Mailchimp provides valuable insights into understanding email blacklisting.
• Adopting New Standards: It is generally advisable to align with the evolving industry standards in language to reflect professionalism and modern communication practices.

Key opinions

• Historical Context: Some experts note that 'blacklist' was a term inadvertently popularized by spammers, even if 'blocklist' is more precise.
• Sensible Switch: Switching to 'blocklist' is considered sensible, and alternative terms like 'denylist' are also viable, especially in security contexts.
• No Impact on Function: The terminology change doesn't alter how mail filters or blocklists operate; their core function remains the same.
• Evolving Language: The shift reflects a natural evolution in technical language, moving towards more neutral and descriptive terms.

Key considerations

• Adoption by Filters: True industry-wide change will occur when mail filters and blocklist providers themselves consistently use the new terminology.
• Focus on Deliverability: Regardless of the term, the core challenge remains ensuring emails reach the inbox, which requires adherence to best practices and avoiding spam triggers.
• Importance of Monitoring: Experts advise that understanding and monitoring blocklists remains a critical part of email deliverability strategy.
• Clarity over Controversy: While some find 'blacklist' offensive, experts often prioritize clear and effective communication above linguistic debates, noting that the meaning is generally understood by all parties.

Key findings

• Terminology Evolution: Many major tech companies and standards organizations have formally endorsed 'blocklist' and 'allowlist' for consistency and inclusivity.
• Precision in Definition: Technical documentation often favors 'blocklist' for its direct and unambiguous meaning regarding the blocking of undesirable entities.
• Inclusive Language Mandates: Some organizations have explicit guidelines for using inclusive language, which includes replacing 'blacklist' with 'blocklist' in their official communications.
• Interoperability: Adopting standardized, neutral terms aids in clearer communication across different systems and platforms.

Key considerations

• Legacy Systems: Older systems and documentation may still use 'blacklist,' requiring awareness of both terms for historical context. Our guide on the history of email blacklists provides more context.
• Standardization Efforts: Referencing resources like the Ashleigh Rentz LinkedIn post about inclusive language can provide further insights into industry-wide standardization.
• Formal Adoption: Look to official RFCs and industry-specific documentation for formal adoption of 'blocklist' in technical specifications. Learn more about what a DNSBL is and how it affects deliverability, as DNSBLs are types of blocklists.