How to Encourage Personal Whitelisting
Email subscribers have quite a bit of control over what gets filtered and what gets delivered to their inbox. Through the use of personal spam filtering software, many people are able to choose which email to allow into the inbox. This feature is also built into the functionality of many popular email services, including AOL, MSN/Hotmail and Yahoo! In essence, email recipients can create their own personal whitelist of companies and publishers they want to hear from.
In the last few years, end users of email have become savvier about these features, which is good for email marketers. However, reminding your subscribers to use this feature for your email – particularly at the point of subscription – is an important component in the battle for inbox placement. We recommend a sixstep process to encourage whitelisting.
1. Promote whitelisting at signup by providing specific instructions. We recommend a free tool called CleanMyMailbox (http://www.cleanmymailbox.com/whitelist.html) to automatically generate instructions you can put on your website.