E-mail Marketing: Seven Ways to Get Whitelisted

3. Change sending patterns slowly. In terms of volume, ISPs look for consistency. If you plan to change your e-mail volume or frequency, do so slowly and over an extended period of time. Any sudden break of pattern raises alarm bells for an ISP and can keep you off a whitelist.

4. Address hygiene. To be considered for whitelisting, you must maintain a low bounce rate. Accept inbound bounces quickly. Promptly remove bad addresses from your list. Many ISPs keep records of addresses that have bounced. If you continue to mail these addresses, you seriously risk your chances of being whitelisted.