Guide to Email White List

Discover why your company needs to be on an email white list
By L. Newton

If companies send email invoices, newsletters, and customer correspondence, an email white list is very important. An email white list directory is a list of email addresses from which one wishes to receive messages. Because many companies now give consumers the option of going paperless, it is very important that customers receive email notice of bills and other business properly and in a timely manner.

Businesses that use email correspondence often take great measures to ensure that their customers accept their email addresses. Sometimes, though, it is the recipient's responsibility to add a business to the white list. In other cases, some Internet Service Providers assume the duty of filtering emails for spam. If your company domain is not on the Internet Service Provider white list, the ISP does not deliver the message. Consider the following:

1. Will being on an email white list give you confidence with paperless statements?

2. Can your address on an email white list reduce complaints about not receiving notices?

3. Do you generate enough emails to need to be on an email white list?

Action Steps

The best contacts and resources to help you get it done

Apply to the Yahoo! Mail and AOL email white list Yahoo! Mail generates its own email white list for its users. This ISP requires domains to complete an application for white list status. AOL also has a white list that is systemwide. The white list increases the chance that the email goes to the inbox folder versus the junk folder. In return, customers are more likely to read it. AOL also offers an enhanced white list; it does not allow application for the enhanced list.

I recommend: Apply to the email white list provider for email white list privileges at Yahoo! Mail by completing a form. Also contact AOL about placement on the email white list; list your information on the form provided.

Encourage individuals to place you on their email white list Many businesses add a line at the top of their messages requesting recipients to add them to the address book, yet this may not be the best idea. Different Internet Service Providers offer different ways to white list addresses.

I recommend: Simplify 101 and Internet Tips offer methods of adding addresses to a white list for all ISPs. Add these links to your newsletters or attach them to your customer emails. Customers can then connect to the link, locate their ISP, and add you to their white list. Give your recipient the email white list information they need.

Get certified for the email white list ISP typically white list IP addresses, domains, and email addresses certified by a third party. Get your business certified.

I recommend: Sender Score Certified and Goodmail can certify your company emails. This assures recipients that the messages you send are not junk.

Tips & Tactics

Helpful advice for making the most of this Guide

If you are not sure if your company is on the ISP email white list, you can find email white list by setting up an email account. Send an email to your new ISP email address and see if the message goes to the inbox.