Why do some email service providers restrict crypto emails?

The main reason is to protect their sender reputation. Historically, cryptocurrency-related emails have been associated with higher rates of spam, fraud, and phishing. To prevent their shared IP addresses from being blacklisted and impacting all their users, many ESPs implement strict acceptable use policies (AUPs) or outright bans on such content. The lack of clear regulatory frameworks also plays a role, as it makes risk assessment difficult for providers.

Which specific ESPs are known to restrict or ban crypto-related mail?

Mailchimp is a prominent example with an explicit ban on cryptocurrency, virtual currency, and related digital assets in its acceptable use policy. Other providers like HubSpot and Twilio SendGrid may not have an outright ban, but they categorize crypto as a high-risk industry and subject it to closer scrutiny or internal review processes.

Can I still send crypto-related emails and achieve good deliverability?

Yes, you can improve deliverability. Focus on building a clean, engaged email list using double opt-in. Ensure your content is transparent, informative, and avoids speculative claims. Implement proper email authentication (SPF, DKIM, DMARC) and monitor your sender reputation. For high volume, a dedicated IP might also be beneficial.

What is a blacklist or blocklist in the context of email, and how does it relate to crypto mail?

A blocklist, or blacklist, is a database of IP addresses or domains that have been identified as sources of spam or malicious email. If your emails lead to high spam complaints or are flagged as abusive, your sending IP or domain could end up on a blocklist. This means your emails will be rejected by many recipient servers, severely impacting your deliverability.

What should I do if my current email service provider bans crypto content?

If your current ESP has strict policies, consider migrating to one that has a more nuanced approach or specializes in high-risk industries. However, even with a new provider, it is crucial to adhere to email best practices, maintain excellent list hygiene, and continuously monitor your sending metrics to ensure good deliverability.

Which email service providers restrict or ban cryptocurrency-related mail, and what are the reasons? - Content - Email deliverability - Knowledge base

When sending emails related to cryptocurrency, it's crucial to understand that not all email service providers (ESPs) have the same policies. I've seen firsthand how varying stances can impact deliverability for legitimate businesses in this evolving sector. Some providers openly restrict or even ban crypto-related mail, while others approach it with caution, often on a case-by-case basis.

This isn't always about outright disapproval of cryptocurrency itself, but rather a reflection of the inherent risks and regulatory complexities associated with the industry. ESPs are very sensitive to anything that could harm their network's reputation, and unfortunately, crypto has historically been targeted by bad actors, leading to increased scrutiny.

For email marketers and businesses operating in the crypto space, navigating these restrictions is essential. Understanding which providers have strict acceptable use policies (AUPs) and why can help you avoid deliverability pitfalls and maintain a healthy sender reputation. It's about being proactive rather than reactive when your emails start bouncing or landing in the spam folder.

Why email service providers (ESPs) restrict crypto content

Email service providers implement restrictions on crypto-related mail primarily to protect their sender reputation and comply with anti-spam regulations. The cryptocurrency industry, especially in its earlier days, was unfortunately associated with a higher incidence of scams, phishing, and fraudulent activities. This led to many crypto-related emails being flagged as spam by recipients and internet service providers (ISPs).

For an ESP, a high volume of complaints or spam reports from users, even if they are for specific campaigns, can negatively affect their overall IP and domain reputation. This can lead to all their users' emails, regardless of content, experiencing deliverability issues. It's a classic case of a few bad apples spoiling the bunch, forcing providers to take a conservative stance to protect their entire network. This is similar to how mailbox providers determine if a business is in a spammy industry.

Another significant reason is the evolving regulatory landscape surrounding cryptocurrencies. Many jurisdictions are still developing clear guidelines for crypto businesses, and the lack of consistent regulation can make it difficult for ESPs to assess compliance risks. To avoid legal complications or inadvertent participation in illicit activities, some providers opt for strict policies.

Furthermore, the financial nature of cryptocurrency transactions makes them a prime target for phishing attempts and malware distribution. ESPs are on the front lines of combating these threats, and restricting certain content types is a preventative measure. This helps them maintain the integrity of their platform and protect their users from potential financial harm, as outlined by the Federal Trade Commission on crypto scams.

The impact of crypto email restrictions

Being listed on a shared email blacklist or blocklist is a common deliverability problem for ESPs. The risk of illicit crypto activities is a major concern. If an ESP's shared IP addresses or domains get frequently blocklisted due to spam or fraud originating from crypto-related campaigns, it negatively affects all senders using that service. This can result in widespread email delivery failures, leading to frustrated customers and a damaged reputation for the ESP.

To mitigate this, many ESPs proactively restrict or ban crypto content. They implement automated filters and human review processes to detect and prevent suspicious emails from being sent. This can be challenging for legitimate crypto businesses that adhere to best practices, as their emails may still be caught in these broad filtering nets. Always check if your email is being blocked due to an acceptable use policy.

Prominent ESPs and their policies

One of the most well-known ESPs to explicitly ban cryptocurrency-related mail is Mailchimp. Their acceptable use policy (AUP) specifically prohibits cryptocurrency, virtual currency, and any other digital assets, including initial coin offerings (ICOs). This policy, implemented in 2018, was a significant move that affected many businesses in the crypto space. It reflects their zero-tolerance approach to content that could potentially lead to abuse complaints or legal issues.

While Mailchimp is the most explicit, other large ESPs like HubSpot and Twilio SendGrid also have general acceptable use policies that prohibit illegal or harmful content, which can be broadly interpreted to include certain high-risk crypto activities. They might not have an outright ban like Mailchimp but often have internal review processes for industries deemed high-risk, including anything related to finance or investment opportunities that could be seen as speculative or prone to fraud.

Some ESPs, such as Constant Contact and iContact, have been noted to place extra restrictions or monitor crypto-related emails closely, rather than imposing an outright ban. For these providers, the specific content and sending practices matter. If you are sending educational materials about blockchain technology, for example, it might be treated differently than emails promoting an initial coin offering (ICO) or a new token launch.

Conversely, privacy-focused email providers like Proton Mail and Tutanota emphasize security and user privacy, which makes them popular among crypto users for personal correspondence. However, it's important to differentiate between personal email services and bulk email marketing platforms. Even these privacy-focused services have acceptable use policies to prevent abuse, illegal activities, or excessive spamming that could harm their network integrity.

ESP	Policy on crypto-related mail	Primary reason for policy
Mailchimp	Explicitly bans cryptocurrency, virtual currency, and related digital assets.	Risk of scams, fraud, and high abuse rates, leading to reputation damage.
HubSpot	Prohibits illegal or harmful content; crypto falls under high-risk financial categories subject to review.	Compliance with regulations and protection of sender reputation.
Twilio SendGrid	Prohibits illegal or inappropriate content; high-risk industries are closely monitored.	Mitigating abuse, spam complaints, and maintaining deliverability for all users.
Constant Contact / iContact	Tend to monitor or restrict, rather than outright ban, depending on specific content.	Balancing business needs with risk management and abuse prevention.

Successfully delivering crypto-related mail requires a strategic approach that prioritizes compliance and sender reputation. It's not just about finding an ESP that allows your content, but ensuring your practices align with deliverability best practices. Many email deliverability issues stem from poor sending habits, not just the industry you're in.

First, focus on building and maintaining a clean, engaged email list. Avoid purchasing lists or scraping email addresses. Implement double opt-in for all new subscribers to ensure they genuinely want to receive your emails. High engagement rates signal to ISPs that your emails are valued, which is crucial for bypassing spam filters, even for high-risk content. This directly relates to why your emails might be going to spam.

Consider using a dedicated IP address if your volume is substantial and you commit to strict list hygiene. While more expensive, a dedicated IP allows you to build your own sending reputation independently of other senders. If you're on a shared IP, the actions of other senders can impact your deliverability, especially if they're engaging in practices that lead to blocklistings. Understanding how your email address ends up on a blacklist is key.

Finally, ensure your email content is clear, transparent, and compliant with all relevant regulations. Avoid hyperbolic claims, speculative investment advice, or anything that could be perceived as misleading. Clearly state your unsubscribe options and honor them promptly. Adhering to these best practices will significantly improve your chances of reaching the inbox, even in a challenging industry.

Common pitfalls

Purchasing lists: Often contain old, inactive, or spam trap addresses, leading to high bounce rates and blocklistings.
Misleading subject lines: Using sensational or deceptive phrases to trick recipients into opening emails.
Lack of clear unsubscribe options: Making it difficult for users to opt out, increasing spam complaints.
Overly promotional content: Focusing solely on sales pitches without providing value, leading to disengagement.

Best practices

Double opt-in: Verify all subscribers to ensure consent and reduce spam complaints.
Transparent content: Deliver clear, honest information, especially regarding financial products.
Easy unsubscribe: Provide a clear, one-click unsubscribe link in every email.
Engagement-focused campaigns: Segment your audience and send relevant content to drive positive interactions.

Views from the trenches

Best practices

Maintain a clean, engaged email list to avoid spam complaints and improve your sender reputation.

Implement double opt-in for all new subscribers to ensure explicit consent for receiving your emails.

Segment your audience and tailor content to specific interests to boost engagement and reduce unsubscribes.

Use clear, transparent language in your email content, especially when discussing financial topics.

Ensure your email authentication (SPF, DKIM, DMARC) is correctly configured for optimal deliverability.

Common pitfalls

Sending to purchased or unverified email lists, which often contain spam traps and lead to blocklistings.

Using deceptive subject lines or misleading content that results in high spam complaint rates.

Neglecting to monitor your sender reputation and ignoring warnings from ESPs or postmasters.

Failing to provide easily accessible unsubscribe options, which can drive recipients to mark emails as spam.

Relying solely on shared IPs if you have high volume and are sending high-risk content.

Expert tips

If an ESP has blanket bans on crypto, consider alternative providers that offer a more nuanced, case-by-case evaluation.

For very high-volume or sensitive crypto campaigns, a dedicated IP address can offer better control over your sending reputation.

Prioritize email list quality over quantity, as engaged subscribers are key to long-term deliverability success.

Regularly clean your email list by removing inactive subscribers to prevent hitting spam traps and maintain list hygiene.

Stay updated on email deliverability best practices and regulatory changes in the crypto space to ensure ongoing compliance.

Expert view

Expert from Email Geeks says that a few providers had extra restrictions on crypto content, and that Constant Contact and iContact are most likely to monitor it closely or disallow it.

2018-08-02 - Email Geeks

Expert view

Expert from Email Geeks noted that some email distribution platforms were barring all marketing campaigns related to cryptocurrencies, and wondered if even targeting crypto exchanges directly would be frowned upon.

2018-08-03 - Email Geeks

Maintaining deliverability in a regulated landscape

Navigating the landscape of email service providers and their policies on cryptocurrency-related mail can be challenging, but it's not insurmountable. The key takeaway is that while some major ESPs enforce strict bans to protect their network reputation, others operate on a more nuanced, case-by-case basis. Understanding these distinctions is the first step toward successful email deliverability in the crypto space.

For businesses in the cryptocurrency sector, prioritizing legitimate sending practices is paramount. This includes maintaining a clean, engaged email list, adhering to transparent content guidelines, and ensuring all your email authentication protocols are properly configured. By doing so, you can build a strong sender reputation that helps mitigate the risks associated with this industry.

Remember, the goal of ESPs is to maintain a healthy email ecosystem for all users. By demonstrating that your crypto-related emails are valuable, desired, and free from abuse, you significantly increase your chances of reaching your audience's inboxes. It's an ongoing effort, but one that pays off in sustained deliverability.