Hidden Deliverability Dangers In Your Email Marketing Messages

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Email Marketing

Danger signWhen we’re investigating delivery issues, there’s one area that’s often overlooked:  Domains or URLs within an email.

It’s easy to load up your marketing emails with links.  Just for starters, you’ve got an unsubscribe link, your company’s link, and a link to view the email in the browser.  You could also have links to landing pages, registration forms, affiliates, and tracking links. If just one of those links is blacklisted, it can impact the deliverability of the email.

Unlike a standard blacklist which looks at the IP address sending the actual email, a domain blacklist (DBL) or Uniform Resource Identifier (URI) black list looks at the individual domains within the email. Domain-based blacklists provide an extra layer of protection for companies using spam-blocking appliances.

There are currently four major providers of domain blacklists that should be monitored to ensure the domains in your email are not blacklisted:



2)    uriblKent URIBL

3)   Invaluement ivmURI

Kent ivmURI


4)     Spamhaus DBLKent DBL


How can you protect yourself from the deliverability-sabotaging dangers?

All of these domain blacklists provide the ability to look up your domain, and provide instructions on getting the blacklist removed. So, make sure to check each one and look for your domains on a regular schedule.

You should also beware of using URL shorteners such as Bit.ly in your email. People who send out spam have used the shorteners to mask their domains, and as a result the majority of shorteners are at increased risk of being blacklisted. Use URL shorteners only in social media such as Twitter that have message length restrictions; there is no need to use them in email.

Defuse those hidden dangers – and reduce the risk of delivery issues down the road.