Summary
When an IP gets blocklisted during warmup, the consensus advice from experts and documentation involves a multi-step process. Initially, identify the specific blocklist and understand the reason for the listing, often due to issues like data quality (spam traps, incorrect addresses), high bounce rates, spam complaints, or poor email authentication. Immediately pause sending and investigate the root cause, checking logs for unusual activity. Corrective actions include improving list hygiene through double opt-in and regular cleaning, ensuring proper SPF, DKIM, and DMARC setup, and reviewing email content for spam triggers. Monitoring IP and domain reputation using tools like Google Postmaster Tools is essential, along with contacting the blocklist provider to request removal after addressing the issues. Prevention strategies involve segmenting lists based on engagement during warmup and gradually increasing sending volume. Escalating the issue with your ESP may be necessary if initial efforts fail. Maintaining low complaint rates and providing easy unsubscribe options are vital for long-term deliverability.
Key findings
- Identify Blocklist & Root Cause: Determine the specific blocklist and the underlying reason for the listing (e.g., spam complaints, invalid emails).
- Immediate Pause: Immediately stop sending emails to prevent further damage to your IP reputation.
- Data Quality is Key: Ensure data quality by removing spam traps, invalid email addresses, and unengaged recipients.
- Authentication Matters: Proper SPF, DKIM, and DMARC setup are crucial for verifying your emails and improving deliverability.
- Content Inspection: Review email content for spam triggers like excessive capitalization or spammy words.
- Monitoring is Proactive: Regularly monitor IP and domain reputation using tools like Google Postmaster Tools.
Key considerations
- Gradual Warmup: Gradually increase sending volume during IP warmup, starting with engaged subscribers.
- List Segmentation: Segment email lists based on engagement levels to avoid sending to inactive or problematic recipients.
- ESP Support: Consider escalating the issue to your Email Service Provider (ESP) for assistance.
- Prevention Over Cure: Implement double opt-in and maintain a clean email list to minimize the risk of blocklisting in the first place.
- Engage with Blocklist Operators: Communicate with blocklist operators to demonstrate corrective actions and prevent future occurrences.
What email marketers say
10 marketer opinions
When an IP gets blocklisted during warmup, experts recommend a multi-faceted approach. First, immediately identify the specific blocklist and the reason for the listing, often stemming from spam complaints, invalid addresses, or poor authentication. Use tools to check IP status and sender reputation. Address the root cause by improving list hygiene (double opt-in, removing invalid addresses), authenticating emails (SPF, DKIM, DMARC), and checking content for spam triggers. Escalate to your ESP if needed. Prevention via list segmentation based on engagement during warmup is also key.
Key opinions
- Identify Blocklist: Use tools like MXToolbox to identify the specific blocklist your IP is on.
- Address Root Cause: Determine the reason for the blocklisting (spam complaints, invalid emails, etc.) and fix the underlying issue.
- Improve List Hygiene: Implement double opt-in and regularly clean your email list to remove invalid addresses and spam traps.
- Authenticate Emails: Ensure proper SPF, DKIM, and DMARC setup to verify your emails and improve sender reputation.
- Check Content: Review your email content for spam triggers such as excessive capitalization or spammy words.
- Monitor Sending Volumes: Sudden spikes in email volume can cause the IP to be added to a blocklist.
Key considerations
- Early Prevention: Segment lists based on engagement during IP warmup. Start with engaged subscribers.
- Escalation: If initial efforts fail, escalate the issue to your email service provider for assistance.
- Sender Reputation: Check the sender reputation using tools like Sender Score.
- Log Analysis: Check the email logs for any unusual activity that might indicate a compromise or misconfiguration.
Marketer view
Email marketer from EmailOnAcid recommends checking your email content for spam triggers before sending. Avoid using excessive capitalization, spammy words, or broken links. Use a tool like EmailOnAcid’s content checker to identify and fix any potential spam triggers that could negatively impact your deliverability.
23 Dec 2022 - EmailOnAcid
Marketer view
Email marketer from EmailGeeks forum shares that if initial efforts to resolve the blocklisting are unsuccessful, consider escalating the issue with your email service provider. They may have established relationships with blocklist providers and can assist in expediting the removal process. Provide them with all the necessary information and documentation.
20 Sep 2022 - EmailGeeks
What the experts say
4 expert opinions
When an IP is blocklisted during warm-up, experts highlight the importance of identifying the root cause, which could stem from data quality issues like spam traps or disengaged recipients, compromised accounts, list hygiene, or content. Immediate action involves contacting Microsoft for mitigation and engaging with the blocklist operator to address the issues with corrective actions and prevent recurrence. Maintaining strict list hygiene practices and monitoring engagement metrics are also crucial.
Key opinions
- Data Quality: Blocklisting can be due to data quality issues such as spam traps or incorrect email addresses, even in purchased lists.
- Recipient Engagement: Lack of recipient engagement (deleting emails without reading) can lead to blocklisting.
- Root Cause Analysis: Diagnose the root cause of blocklisting, including compromised accounts, list hygiene, or content issues.
- Contact Blocklist Operator: Engage in dialogue with the blocklist operator to demonstrate corrective actions.
Key considerations
- List Hygiene: Implement strict list hygiene practices.
- Engagement Metrics: Monitor engagement metrics to identify and address potential problems.
- Proactive Mitigation: Contact Microsoft for preemptive mitigation.
- SFMC Assistance: SFMC should be able to assist with blocklist issues.
Expert view
Expert from Spam Resource emphasizes understanding the root cause of the blocklisting. He explains that it's crucial to diagnose whether the issue stems from compromised accounts, list hygiene problems, or content issues. Addressing the underlying problem is critical for successful removal and preventing future occurrences.
4 Nov 2021 - Spam Resource
Expert view
Expert from Word to the Wise suggests implementing strict list hygiene practices and monitoring engagement metrics. She also explains if an IP gets blocklisted, identify which blocklist it is on and address the reason for the listing. Engage in a dialogue with the blocklist operator to demonstrate corrective actions and prevent recurrences.
10 Oct 2024 - Word to the Wise
What the documentation says
5 technical articles
When facing IP blocklisting during warm-up, documentation emphasizes immediate action: pause sending, investigate the root cause (high bounce rates, spam complaints), resolve the issues, and request removal from the blocklist. Proactive monitoring of IP and domain reputation using tools like Google Postmaster Tools is crucial. Maintain a good IP reputation by adhering to SMTP standards, employing email authentication (SPF, DKIM, DMARC), maintaining low complaint rates, and providing easy unsubscribe options to minimize the chances of being blocklisted and improve deliverability.
Key findings
- Pause Sending: Immediately stop sending emails when an IP is blocklisted.
- Investigate Cause: Determine the cause of blocklisting, such as high bounce rates or spam complaints.
- Request Removal: Contact the blocklist provider to request removal after resolving the issues.
- Monitor Reputation: Proactively monitor IP and domain reputation using tools like Google Postmaster Tools.
- Authentication Importance: Email authentication (SPF, DKIM, DMARC) is crucial for avoiding blocklisting.
Key considerations
- Gradual Volume Increase: Gradually increase sending volume during IP warm-up to avoid sudden spikes.
- SMTP Standards: Adhere to SMTP standards for proper email formatting and handling.
- Low Complaint Rates: Maintain low spam complaint rates to avoid deliverability issues.
- Easy Unsubscribe: Provide easy unsubscribe options to reduce spam complaints.
Technical article
Documentation from Microsoft details best practices for sending email to Outlook.com users, emphasizing the importance of authentication (SPF, DKIM, DMARC), maintaining low complaint rates, and providing easy unsubscribe options. Abiding by these guidelines will minimize the chances of being blocklisted and improve deliverability to Outlook.com inboxes.
3 Feb 2023 - Microsoft
Technical article
Documentation from Google Postmaster Tools explains the importance of proactively monitoring your IP and domain reputation using Google Postmaster Tools. It shares to track metrics such as spam rate, IP reputation, and domain reputation to identify and address issues before they impact deliverability. Spike in spam rate indicates a need to review sending practices.
4 Feb 2025 - Google
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