Summary
A dating site listed on Spamhaus DBL typically faces serious spam issues beyond just COI. While confirmed opt-in is important, the root cause often lies in affiliate spam, user-generated spam, poor email list hygiene, high bounce rates, or a compromised sender reputation. The DBL lists domains found in spam, including those used in unsolicited bulk email or those indirectly involved through advertising. Resolving the listing involves identifying and addressing these underlying issues: policing affiliates, moderating user content, cleaning email lists, monitoring bounce rates, configuring proper email authentication (SPF, DKIM, DMARC), using a dedicated IP address, monitoring feedback loops, and complying with email marketing laws. Experts suggest focusing on sources of unsolicited emails, checking IP and domain reputation, understanding how email providers filter spam, and actively managing sender reputation.
Key findings
- DBL is about spam: DBL is a real-time database listing domains found in spam.
- Affiliate spam: Affiliate spam is a common reason for DBL listings for dating sites.
- User generated spam: User-generated content can be exploited for spam requiring strong moderation.
- Poor email list hygiene: Poor email list hygiene with inactive or invalid addresses contributes to blacklisting.
- High bounce rates: High bounce rates indicate a problem needing prompt investigation and solving.
- Bad sender reputation: Poor sender reputation from affiliates or user content leads to DBL listings.
- Confirmation emails aren't the problem: Fixing confirmation emails likely wont help the issue.
Key considerations
- Audit affiliate program: Regularly audit affiliate marketing activities to prevent spam.
- Moderate user content: Enforce strict moderation policies to minimize user-generated spam.
- Clean email lists: Regularly clean email lists and removing unengaged addresses.
- Check DNS Records: Ensure SPF, DKIM, and DMARC records are configured correctly.
- Warm up IP address: If using a new dedicated IP, follow a proper warm-up schedule to build reputation.
- Monitor feedback loops: Monitor feedback loops to handle spam complaints proactively.
- Follow email laws: Adhere to email marketing laws like CAN-SPAM and GDPR.
- Find sources of unsolicited emails: Thoroughly investigate the reasons behind unsolicited emails.
- Check reputation: Check your IP and domain reputation.
What email marketers say
10 marketer opinions
Dating sites often end up on the Spamhaus DBL due to a variety of factors, extending beyond direct spamming activities. Affiliate spam, where affiliates use unethical techniques to drive traffic, can lead to domain blacklisting. User-generated content, like profiles and messages, could be exploited for spam distribution, emphasizing the need for robust moderation. Maintaining a clean email list by removing inactive or invalid addresses is crucial, as is monitoring bounce rates to identify potential issues. Ensuring proper email authentication (SPF, DKIM, DMARC), using a dedicated IP address (with proper warm-up), and monitoring feedback loops help protect sender reputation. Compliance with email marketing laws like CAN-SPAM and GDPR is essential. Changes to confirmation emails alone will not fix the issue. Ultimately, proactive reputation management and careful monitoring are key to avoiding and resolving DBL listings.
Key opinions
- Affiliate Spam: Spammy affiliate practices are a major cause of DBL listings for dating sites. Even if your own marketing is clean, affiliates might be using black hat techniques.
- User-Generated Content: User-generated content (profiles, messages) can be exploited for spam, necessitating strict content moderation.
- Email List Hygiene: Maintaining a clean email list by removing inactive or invalid addresses is crucial to avoid spam traps.
- Bounce Rate Monitoring: High bounce rates indicate problems with your email list or sending practices, potentially leading to DBL listings.
- Authentication: Proper email authentication (SPF, DKIM, DMARC) is essential for establishing trust with email providers.
- Dedicated IP: Using a dedicated IP address for sending emails isolates your reputation and gives you more control (but requires proper warm-up).
- Feedback Loops: Monitoring feedback loops (FBLs) helps identify and remove users who are marking your emails as spam.
- Compliance: Complying with email marketing laws like CAN-SPAM and GDPR is vital for protecting your reputation.
Key considerations
- Affiliate Audits: Regularly audit affiliate marketing activities to ensure compliance with ethical marketing practices.
- Content Moderation: Implement strict content moderation policies and spam filters for all user-generated content.
- List Cleaning: Establish a process for regularly cleaning your email list and removing unengaged subscribers.
- Bounce Rate Analysis: Investigate and address the root cause of high bounce rates.
- DNS Configuration: Verify that your domain's DNS records (SPF, DKIM, DMARC) are correctly configured.
- IP Warm-up: If using a new dedicated IP address, follow a proper warm-up schedule to build a positive reputation.
- FBL Integration: Integrate with feedback loops provided by ISPs to monitor and address spam complaints.
- Compliance Checks: Conduct regular compliance checks to ensure adherence to all applicable email marketing laws and regulations.
Marketer view
Email marketer from Email Marketing Analytics Blog explains the importance of monitoring feedback loops (FBLs) provided by ISPs. FBLs allow you to identify users who are marking your emails as spam and remove them from your list, preventing further damage to your reputation.
2 Jan 2024 - Email Marketing Analytics Blog
Marketer view
Email marketer from Email Geeks shares the conclusion that doing any changes to these confirmation emails won't make any difference and that they have to look deeper into how partners potentially is doing something bad, or if there's a flaw in their logic that urgently needs to be addressed.
8 Aug 2023 - Email Geeks
What the experts say
8 expert opinions
A dating site's presence on the Spamhaus DBL primarily signals serious spam issues, often stemming from affiliate programs or other sources of unsolicited email. The DBL is a real-time database used to block domains found in spam. Experts emphasize that confirmation emails themselves are typically not the cause. The focus should be on identifying and rectifying the sources of unsolicited mail, particularly policing affiliate activities. Lack of a corresponding SBL/IP listing suggests the problem lies outside of directly controlled mail. Maintaining good sender reputation through proactive monitoring and issue resolution is crucial to avoiding and resolving DBL listings.
Key opinions
- Spam Issues: DBL listing is primarily due to serious spam issues, not just lack of confirmed opt-ins.
- Affiliate Programs: Affiliate programs are a common source of spam that leads to DBL listings.
- Unsolicited Mail: Focus should be on identifying and stopping all sources of 'unsolicited email'.
- COI Not the Issue: Confirmation (COI) emails are likely not the primary reason for the listing.
- DBL Purpose: The DBL is used to block domains used in spam, helping prevent its spread.
- Reputation Matters: Maintaining a good sender reputation is critical for avoiding DBL listings.
Key considerations
- Investigate Spam Sources: Thoroughly investigate all potential sources of spam associated with the dating site.
- Police Affiliates: Strictly police affiliate programs to prevent spammy activities.
- Monitor Sending Practices: Proactively monitor email sending practices to identify and address potential issues.
- Improve Reputation: Implement measures to improve and maintain a positive sender reputation.
Expert view
Expert from Email Geeks explains it's far more likely the sites were listed for serious spam issues, possibly with an affiliate program. After failing to fix the issues, Spamhaus may have requested confirmation of opt-ins before delisting.
20 May 2025 - Email Geeks
Expert view
Expert from Email Geeks raises the question of what mail is being sent besides the COI message before addresses are confirmed. Suggests considering whether users are blocked from site functionality until confirmation.
18 Dec 2023 - Email Geeks
What the documentation says
6 technical articles
According to documentation from various sources, the Spamhaus DBL lists domains involved in spam, including those used in unsolicited bulk email, hosting malware, or associated with spam operations. Even advertisement within spam can lead to listing. Resolving a DBL listing requires identifying and fixing the root cause, such as cleaning email lists, addressing security vulnerabilities, or terminating spammy affiliates. Proper email authentication (SPF, DKIM, DMARC) builds trust with email providers and reduces spam flagging. For sites with user-generated content, robust anti-spam measures are essential. Confirmed opt-in (COI) significantly lowers the risk of sending to unengaged addresses. Understanding and adhering to email providers' (like Microsoft's) spam filtering guidelines is also critical.
Key findings
- DBL Listing Criteria: The DBL lists domains involved in spam activities, including indirect involvement through advertising.
- Remediation Requires Fixing Root Cause: Delisting from the DBL requires identifying and addressing the underlying spam issue (e.g., cleaning lists, fixing vulnerabilities).
- Email Authentication is Key: Proper email authentication (SPF, DKIM, DMARC) establishes trust and reduces spam flagging.
- Anti-Spam for User Content: Robust anti-spam measures are essential for sites with user-generated content.
- COI Reduces Risk: Confirmed opt-in (COI) reduces the risk of sending to unengaged or invalid addresses.
- Understand Provider Guidelines: Adhering to email provider (e.g., Microsoft) spam filtering guidelines is important.
Key considerations
- Identify Spam Source: Conduct a thorough investigation to identify the specific activities leading to the DBL listing.
- Implement Authentication: Ensure proper implementation of SPF, DKIM, and DMARC for your domain.
- Strengthen Anti-Spam Measures: Implement CAPTCHAs, reporting mechanisms, and spam detection algorithms on user-generated content.
- Enforce Confirmed Opt-In: Require users to confirm their email address before sending marketing emails.
- Review Provider Policies: Regularly review and adhere to email provider (e.g., Microsoft) spam filtering policies.
- Clean Email Lists: Maintain a clean email list to avoid spam traps.
Technical article
Documentation from RFC Editor details that proper email authentication (SPF, DKIM, DMARC) is crucial for establishing trust with email providers. Implementing these protocols helps verify that emails are genuinely sent from your domain and reduces the risk of being flagged as spam.
20 Nov 2024 - RFC-Editor
Technical article
Documentation from Postmark explains the importance of confirmed opt-in (COI) for email marketing. It states that requiring users to confirm their email address before sending marketing emails significantly reduces the risk of sending to unengaged or invalid addresses, thereby protecting your sender reputation.
6 May 2024 - Postmark
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