Four E-mail-Blocking Causes and How to Fix Them
ISPs have four main reasons for blocking your e-mail. Find out how to fix the issues.
ISPs have four main reasons for blocking your e-mail. Find out how to fix the issues.
Why ISPs block your e-mail or route it to the junk folder might seem like one of life’s great mysteries, but the reasons fall into four simple categories:
There are other reasons, but these are the most common. And as you can see, they’re not personal. Even better, you can overcome them without restarting your e-mail program from scratch.
First, ID the Problem
Contact the ISPs that block the largest percentage of your e-mail and try to resolve the block or filter. You’ll find this information in the delivery reports your list-sending software generates during and after each send. They show which ISPs blocked your message and why, although the reasons aren’t always specific or accurate.
Once you analyze the reports and pinpoint the problem, go to each ISP’s site and find out how it resolves disputes. You might only have to fill out a form. For more serious problems, you might have to work with the ISP’s postmaster team.
No matter whether you fill out a form, send an e-mail, or talk to someone on the phone, be sure you provide all the information the ISP requests. Check with your IT staff if you’re not sure. If you use an e-mail service provider (ESP), someone on that staff likely will run interference with the ISP for you.
Now, you’re ready to clean up your act.
Problem 1: Technical Sending Problems
These include incorrect message headers, errors in authentication records, and no revere DNS (define). If you use an ESP, turn this problem over to your account rep. If not, your IT staff will have to correct the problems. These can be serious errors, but they are generally easy to correct.
Most technical errors show up during times of change. Your IT staff may have added or removed servers for capacity, you have changed service providers, or sometimes even the ISP has changed what it’s looking for. Quarterly testing of your mailing infrastructure can help prevent these types of problems before they become delivery challenges.
Problem 2: Excessive Invalid Addresses
When you don’t confirm opt-ins or clean your list regularly, you pile up thousands of undeliverable addresses. Repeatedly e-mailing to them is a spammer trademark. When you do it, you behave like a spammer and get treated like one. Here’s the fix:
Most invalid address problems should be rooted out in your first or second mailing. Excessive invalid addresses that persist beyond these clearly indicate data hygiene problems.
Problem 3: Excessive Spam Complaints
Spam complaints hurt deliverability two ways: First, you can rack up so many complaints per messages sent that you trigger ISP blocking or filtering. Second, you might be re-mailing complainers because you didn’t remove their addresses from your database.
You must act fast on both issues, because your sender reputation depends on both the number and management of spam complaints. Your reputation, in turn, is the number one factor ISPs consider in blocking or filtering your e-mail.
Spam complaints are not evil. They warn you that something is wrong with your e-mail program, which should lead to actions you can take to correct it. Here’s what you should do:
Problem 4: Spammy-looking Content
We all know what spam looks like. So why do so many so-called legitimate e-mailers keep sending messages that have all the hallmarks of classic spam, such as:
Once you understand both the major reasons ISPs block or filter e-mail and how to fix the problems, you should find that deliverability loses that aura of mystery.
Until next time, keep on deliverin’!