How do whitelists impact deliverability?

Whitelisting can have a direct impact on deliverability, especially in resolving temporary failures at certain mailbox providers. However, being whitelisted does not guarantee inbox placement even at the mailbox provider who offers the whitelist. Being on the whitelist indicates that the mailbox provider is familiar with you and your mailing practices and considers you a sender worthy of a certain level of trust. 

Whitelists may allow your email to bypass some email filters, so you often see:
  • An increase in inbox placement
  • A higher tolerance for variation in your sending patterns
  • Potentially faster delivery speeds to your subscribers 
Mailbox provider filtering algorithms are complex and vary from one provider to the next.  However, following the best practices of one mailbox provider often enhances your deliverability to most of them because it indicates you are a reputable sender.

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