Why is my dating site listed on Spamhaus DBL and how to fix it?

Key findings

• DBL listings reason: Sites are often blocklisted on Spamhaus DBL due to unsolicited email being sent to addresses that have not consented, indicating potential issues with data collection or hygiene.
• COI vs. spam issues: While COI (Confirmed Opt-In) is crucial for consent, the frequency of confirmation emails (e.g., three attempts) is generally not the direct cause of a DBL listing. Spamhaus typically focuses on the sending of unsolicited mail beyond these confirmation efforts.
• Affiliate programs: Many dating sites utilize affiliate programs, which can be a significant source of unsolicited email (spam) if not properly policed. These affiliates might be sending spam promoting the dating site, leading to the domain being blocklisted.
• Domain-based blocking: DBL specifically blocks based on domains found in emails. If your domain is listed on DBL without a corresponding SBL (Spamhaus Blocklist) or IP listing, it strongly suggests the problem isn't with emails you directly control, but rather with how your domain is being used in other spam campaigns (for example, by affiliates).

Key considerations

• Review unsolicited email: Instead of merely adjusting COI email frequency, focus on why Spamhaus identifies your domain in unsolicited emails. This might involve auditing your data collection processes and list hygiene.
• Police affiliate programs: If using affiliates, implement strict monitoring and enforcement to prevent them from sending spam that references your domain. This is a common cause for DBL listings that direct senders may overlook.
• Isolate the problem: Confirm whether your internal email operations (like transactional emails or marketing campaigns) are suffering deliverability issues. If not, the DBL listing likely points to external spamming activity using your domain, not your direct sending practices.
• Address underlying issues for delisting: Spamhaus often requests Confirmed Opt-In enforcement as a condition for delisting, not necessarily because the lack of it caused the initial listing, but as a measure to prevent future spam. Refer to the Spamhaus Marketing FAQs for their expectations on COI.
• Monitoring and resolution: Regularly monitor your domain's reputation to catch issues early and be prepared to take swift action, potentially seeking expert help for complex delisting scenarios.

Key opinions

• COI email frequency: Many marketers question the optimal number of confirmation emails to send, debating whether multiple attempts could trigger blocklists despite being part of a Double Opt-In (DOI) process.
• Impact on engagement: Marketers monitor email engagement metrics and note when DBL listings don't seem to impact their direct mailing efforts, suggesting the problem might stem from external factors.
• Unsolicited email focus: The core of the problem, as conveyed by blocklist responses, often points to sending unsolicited email to addresses that have not consented, rather than the mechanics of COI.
• Partner behavior: There's a significant concern among marketers regarding how their partners or affiliates might be generating traffic, potentially using spamming tactics that link back to the marketer's domain.

Key considerations

• Beyond COI logic: Marketers should broaden their investigation beyond just the number of COI emails. The issue is likely with overall data collection, list hygiene, or external parties (such as affiliates) misusing their domain.
• Data collection integrity: Ensure that all methods of data collection, including web forms, are robustly protected against unconfirmed submissions and potential spam trap hits.
• Affiliate oversight: For dating sites, rigorous policing of affiliate programs is paramount. Uncontrolled affiliate marketing can quickly lead to blocklist issues for the main domain, even if the site's direct email sending is clean.
• Holistic deliverability review: If a DBL listing occurs, consider it a signal to review the entire email program, including sender reputation, list management, and external influences, rather than focusing solely on specific email flows.
• Utilize available resources: Check resources like Benchmark Email's blog for insights into blocklist mechanics and how to address them effectively.

Key opinions

• COI not the cause: Experts strongly doubt that DBL listings are directly due to a site not enforcing COI, or to the specific retry logic of confirmation emails (e.g., three attempts).
• Serious spam issues: The more likely reason for a DBL listing is serious spam issues, potentially leading Spamhaus to demand COI enforcement as a condition for delisting, implying an existing problem rather than the COI process itself being the trigger.
• Unsolicited email focus: The critical point is the sending of unsolicited email, particularly to Spamhaus-controlled addresses (spam traps), which indicates a broader issue with consent or data acquisition.
• Affiliate program policing: A major concern for dating sites is how affiliate programs are policed, as affiliates sending spam that links to the site's domain can easily lead to DBL blocklistings, even if the primary sender's mail is clean.
• DBL vs. IP listings: If a domain is on DBL but not SBL (Spamhaus Blocklist) or an IP blacklist (like CBL), it strongly suggests that the problem isn't with the mail directly controlled by the sender, but with how the domain appears in other unsolicited mail streams.

Key considerations

• Investigate partner abuse: Prioritize investigating whether partners or affiliates are engaging in questionable practices that lead to spam complaints or trap hits for the listed domain.
• Strict consent enforcement: Ensure that users cannot access site functionality or receive any mail beyond COI until their email address is confirmed, to genuinely enforce consent.
• Don't over-focus on COI retries: While multiple COI attempts might hit spam traps, experts generally agree that this practice is not severe enough on its own to warrant a DBL listing, unless it's part of a much larger abuse pattern.
• Address the actual issue: The focus should shift from tweaking COI email frequency to identifying and resolving the actual source of unsolicited email using the domain. For more details on resolution, refer to what to do if listed on Spamhaus.
• Consult resources: Platforms like IPXO's blog provide practical steps for requesting removal from Spamhaus blocklists, which typically involve demonstrating that underlying issues have been resolved.

Key findings

• DBL's purpose: Spamhaus DBL lists domains that are identified within spam messages, regardless of who sends the message. This means a domain can be listed even if the spam originates from a third party or compromised system outside the owner's direct control.
• Confirmed Opt-In (COI) importance: Documentation often stresses COI as a best practice to ensure consent and prevent unsolicited emails, which are the primary target of DBL. Lack of COI enforcement, in a broad sense, can lead to DBL listings if it results in sending to unconsented addresses.
• Addressing unsolicited email: Spamhaus outlines methods to resolve unsolicited email issues, including confirming new subscriptions, re-confirming existing lists, retiring non-responsive subscriptions, and protecting web-forms from unconfirmed submissions. This highlights the importance of proactive list management.
• DNS resolver considerations: Technical documentation sometimes points to DNS resolver configurations (e.g., using Cloudflare DNS) as a potential factor affecting how Spamhaus mirrors are accessed and interpreted, though not a cause of the listing itself.

Key considerations

• Robust consent mechanisms: Implement or reinforce strong DOI/COI practices across all signup points to minimize the risk of sending to unconsented addresses that could become spam traps.
• Proactive delisting process: Understand the delisting process for Spamhaus DBL. It typically requires demonstrating that the identified issues (sending unsolicited mail, poor consent enforcement) have been fully addressed, not just making minor tweaks to email flows.
• Comprehensive data hygiene: Regularly clean email lists to remove inactive or problematic addresses and protect web forms from bot submissions, which can feed invalid addresses into your system.
• Understanding DBL criteria: Consult Spamhaus documentation directly to grasp the exact criteria for a DBL listing. This clarity helps in accurately diagnosing the problem and implementing targeted solutions.
• Monitor DNSBL usage: If you are an email service provider (ESP) or administer mail servers, ensure your systems correctly query DNSBLs like Spamhaus, especially when using public DNS resolvers, as incorrect configurations can lead to false interpretations of your listing status.