Fear No Blacklist: How Email’s Savviest Senders Steer Clear

By Tom Sather

Frequently misunderstood and feared, blacklists vex many email marketers. To those without the benefit of experience, blacklists seem liable to penalize any sender on a whim, but industry veterans know that's not the real story. The savviest understand where the hazards are and how to avoid them.

Misconceptions
There are many common misconceptions about the way blacklists operate. Frustrated senders find them to be secretive with no discernible rules, begging the question, how do you fix something you don't understand? Some accuse blacklist operators of holding an anti-marketing agenda, intentionally disrupting commercial email.

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Companies:
Return Path, Inc.

Tom Sather Author's page Tom Sather is Return Path’s senior director of email research. Tom uses his knowledge of ISPs, spam filters and deliverability rules to advise marketers on how to get their email delivered to the inbox. He began his Return Path career as an email deliverability consultant working with top-brand clients like eBay, MySpace, IBM and Twitter. Tom’s previous experience includes roles with email service provider Experian and on the abuse desks for AOL, Bellsouth, AT&T and GTE.