• Best Practices

The Best DNS Blacklists – Not All Blacklists Are Created Equal

Nick Schafer
5 min read

What is a blacklist anyway?

Before we run through the different types of email blacklists, let’s cover what blacklists are exactly. DNSBL (DNS-Based Black List) and RBL (Real-time Black List) are lists of IP addresses that are suspected of sending spam and are used to prevent unwanted email messages from reaching unsuspecting recipients.

An important thing to mention is that blacklists don’t actually block your messages but rather the actual mailbox providers.

These providers use this information from various blacklist services along with internal metrics to make decisions on whether or not to block a message. This is noteworthy because just being listed on a blacklist isn’t necessarily going to cause you problems with your deliverability.

There are a lot of blacklists out there, and we mean a lot: check here to see how many we are talking about. These are created by large, reputable businesses, as well as little lesser knowns, and even fraudsters. Since pretty much anyone can create a blacklist, they aren’t all treated the same by ISPs (think Gmail and Yahoo), so you shouldn’t treat them the same either.

Which blacklists matter?

So how do you decipher between the reputable blacklists and the fraudsters? Don’t fret. We’ve got you covered as we have compiled a list of the ones we pay the closest attention to:


Find the Problem

Finally, a word of caution: just because we are saying you can treat some listings differently, the fact remains that something caused the listing in the first place. As a result, you should always be maintaining best practices when it comes to your email program. Oftentimes, blacklists happen because you send a message to a spam trap that is being monitored by one of these blacklist operators.

If you do happen to get listed, take a close look at your list collection practices. Make sure you are incorporating confirmed opt-in to your sign up process, and lastly always keep up with your list hygiene. You might also want to check how you’re sending, like from shared server versus your own SMTP. Once you’ve done the work to identify the cause of a listing, feel free to put in a request removal from the blacklist. If you don’t take necessary measures to prevent a re-listing you will get listed again, guaranteed. Frequent recurrences could lead to future removal requests being rejected, so fix the problem ASAP before you’re listed again. Plus, your email service provider will be happy to see you off of the blacklist for good, so everyone wins.

If you have any questions on blacklists, improving your overall email deliverability or anything else email-related, don’t hesitate to reach out to our team of email experts at Mailgun and we will be happy to help!


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Last updated on April 14, 2020

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