避免邮件被屏蔽或被列入黑名单的15个注意事项
鸟
2016年1月18日
电子邮件
1 min read
关键要点
电子邮件阻止可能发生，即使您不是故意发送垃圾邮件——仅凭不良做法就可能触发它。
由于垃圾邮件陷阱和不活跃的收件人，购买列表是被阻止的最快方式之一。
双重选择加入有助于保证真实、有效的注册并最大限度地减少垃圾邮件投诉。
重复、模糊或误导内容会增加投诉率并损害发件人声誉。
附件通常在网关处被屏蔽，应避免在大规模或营销活动中使用。
适当的退订方法、发件人身份和订阅者信任信号显著影响可投递性。
发送频率必须保持一致但不过度，以维持参与度并避免过滤。
强大的列表卫生习惯可以防止退信、保护声誉并保持健康的可投递性。
避免垃圾邮件信号，例如过多的标点符号、全大写、仅图像消息和密件抄送发送。
保护发送环境至关重要——感染恶意软件的服务器可以在您不知情的情况下发送垃圾邮件。
Q&A 精华
是什么原因导致邮件被封锁或列入阻止名单？
ISP 和反垃圾邮件组织维护着与垃圾邮件行为相关的 IP 和域名的阻止列表。不良的发送行为、垃圾邮件陷阱、高投诉率以及被感染的服务器都可能导致被封锁——即使是合法发送者。
为什么购买电子邮件列表如此危险？
购买的列表通常包含垃圾邮件陷阱、过期地址和从未选择加入的人。向他们发送信息会导致高投诉率，并几乎保证会被列入黑名单。
双重选择加入如何帮助防止列入黑名单？
双重选择加入可确保订阅者确认他们电子邮件地址的所有权。这减少了虚假注册，防止投诉，并提高列表质量。
为什么重复或模糊的内容有风险？
发送相同或类似的电子邮件会导致参与度下降。 低参与信号可能会导致邮箱提供商将您的电子邮件归类为不需要的或垃圾邮件。
发件人为什么要避免附件？
附件通常因安全原因而在网关处被阻止。这导致传递失败——虽然不总是黑名单问题，但对可传递性的影响是相似的。
为什么包含退订链接是必不可少的？
隐藏或缺失的选择退出让用户感到沮丧，导致垃圾邮件投诉。这些投诉直接损害发送者声誉并触发过滤。
发送频率如何影响送达率？
不频繁的发送会导致列表衰减，而过度发送则会让订阅者不堪重负。保持稳定的节奏可以保持良好的参与度，并减少投诉的可能性。
为什么发件人身份很重要？
从随机或未监控的地址发送的电子邮件在过滤器和用户看来很可疑。 从合法、受监控的地址发送邮件可以建立信任并改善Inbox放置。
保持邮件列表的卫生在避免封锁方面起什么作用？
移除无效、退信或不活跃的接收者可以防止不必要的垃圾邮件信号。保持清洁的列表能够维护强大的发件人声誉并降低被列入阻止名单的风险。
恶意软件如何导致被列入黑名单？
一个被攻破的服务器可能会在不知情的情况下发送垃圾邮件或网络钓鱼信息。一旦被发现，邮箱提供商可能会阻止服务器的IP地址，这会影响来自该环境的所有合法邮件。
您的电子邮件被封锁或列入电子邮件封锁名单将直接影响您的电子邮件可达性。不幸的是，您不需要发送垃圾邮件就可以让您的电子邮件被封锁或列入封锁名单。
封锁名单 由独立的垃圾邮件组织创建，他们汇总了一份电子邮件和IP列表，这些邮件和IP曾被视为发送垃圾邮件。事实上，一些ISP（和其他公司）甚至有自己的内部封锁名单。因此，每个电子邮件管理员都有权选择封锁封锁名单上的项目，他们也可以封锁任何他们认为看起来像垃圾邮件的其他电子邮件或IP。
您的电子邮件被封锁或列入电子邮件封锁名单将直接影响您的电子邮件可达性。不幸的是，您不需要发送垃圾邮件就可以让您的电子邮件被封锁或列入封锁名单。
封锁名单 由独立的垃圾邮件组织创建，他们汇总了一份电子邮件和IP列表，这些邮件和IP曾被视为发送垃圾邮件。事实上，一些ISP（和其他公司）甚至有自己的内部封锁名单。因此，每个电子邮件管理员都有权选择封锁封锁名单上的项目，他们也可以封锁任何他们认为看起来像垃圾邮件的其他电子邮件或IP。
您的电子邮件被封锁或列入电子邮件封锁名单将直接影响您的电子邮件可达性。不幸的是，您不需要发送垃圾邮件就可以让您的电子邮件被封锁或列入封锁名单。
封锁名单 由独立的垃圾邮件组织创建，他们汇总了一份电子邮件和IP列表，这些邮件和IP曾被视为发送垃圾邮件。事实上，一些ISP（和其他公司）甚至有自己的内部封锁名单。因此，每个电子邮件管理员都有权选择封锁封锁名单上的项目，他们也可以封锁任何他们认为看起来像垃圾邮件的其他电子邮件或IP。
Here are 15 do’s and don’ts to avoid having your email blocked or blocklisted:
Don’t buy email lists. Ever. The people on these lists are likely to mark your unsolicited emails as spam, and there’s a good chance that a spamtrap is included in the list. Sending email to a spamtrap will usually land you on a blocklist.
Do use double opt-in to confirm email list subscribers. This helps ensure that subscribers are signing up with their own email addresses and that those email addresses are valid.
Don’t repeatedly send the same or similar content. Every email you send should consist of unique content. Not only will this help keep you stay off of blocklists, but it will also keep your subscribers engaged.
Don’t string readers along with vague content. Include a clearly written subject line and call to action.
Don’t send attachments, it’s a sure way to get blocked. (Sending attachments may get your email blocked, but not blocklisted. The effect on deliverability may be the same, but the remedy is to simply not send attachments rather than working to get removed from a list).
Do include information on how to unsubscribe in every email.
Do watch your sending frequency. Send email regularly while being careful not to overwhelm readers.
(we recommend at a bare minimum to send a message at least once every six months to keep your email list fresh. Unless you are a daily sender like Groupon, most email senders should avoid sending more than once or twice a week.)Do send email from a legitimate address that is checked by a real person. Email addresses with random letters and numbers trigger spam filters and can lead to your email being blocked.
Do ask subscribers to add your email address to their contact list.
Do practice good list hygiene. Regularly clean your email subscriber list to avoid repeatedly sending email to bad or non-existent email addresses.
Don’t use punctuation (such as exclamation marks) or words that are often used by spammers. These include free, win, and opportunity.
Don’t blind carbon copy (BCC) your list.
Don’t use too many images. Strive for a healthy balance of images and text to avoid triggering spam filters.
Don’t use all caps in your subject line – or any other part of your email. Instead, use bold, italics and underline to show emphasis.
Do protect your email server from malware. An infected email server can be used as part of a botnet to send spam.
(We once had a prospect come to us with severe deliverability problems not explained by their mailing practices. When we looked into it, we found that their web server had been infected and was sending out email spam. They’d had no idea. Once we cleaned that up, their deliverability improved a great deal.)
Summary of Deliverability Risks
Rule Category | Do / Don’t | Deliverability Impact |
|---|---|---|
List acquisition | Don’t buy lists | High risk of spamtraps, complaints, instant blocklisting |
Consent & signup quality | Do use double opt-in | Ensures valid signups and reduces spam complaints |
Content freshness | Don’t repeat the same content | Prevents low-engagement patterns that damage reputation |
Clarity & honesty | Don’t use vague content | Reduces complaints and spam filtering due to misleading messages |
Attachments | Don’t send attachments | Attachments trigger gateway blocks even when not malicious |
Compliance | Do include unsubscribe links | Required for compliance and prevents complaints |
Sending frequency | Do send at a healthy cadence | Avoids list decay and sudden engagement drops |
Sender identity | Do send from a legitimate address | Looks trustworthy and avoids bot-like patterns |
Whitelisting | Do ask users to add you to contacts | Improves inbox placement |
List hygiene | Do maintain a clean list | Reduces bounces and prevents blocklist escalations |
Spammy wording | Don’t use spam-trigger words | Bypasses linguistic filters and improves inboxing |
Sending method | Don’t BCC the list | Looks like spam blasts and triggers filtering |
Email composition | Don’t use too many images | Avoids image-heavy spam patterns |
Formatting style | Don’t use all caps | Reduces spam scoring based on aggressive formatting |
Security | Do protect sending servers | Prevents malware/botnet activity that auto-causes blocklisting |
Don’t buy email lists. Ever. The people on these lists are likely to mark your unsolicited emails as spam, and there’s a good chance that a spamtrap is included in the list. Sending email to a spamtrap will usually land you on a blocklist.
Do use double opt-in to confirm email list subscribers. This helps ensure that subscribers are signing up with their own email addresses and that those email addresses are valid.
Don’t repeatedly send the same or similar content. Every email you send should consist of unique content. Not only will this help keep you stay off of blocklists, but it will also keep your subscribers engaged.
Don’t string readers along with vague content. Include a clearly written subject line and call to action.
Don’t send attachments, it’s a sure way to get blocked. (Sending attachments may get your email blocked, but not blocklisted. The effect on deliverability may be the same, but the remedy is to simply not send attachments rather than working to get removed from a list).
Do include information on how to unsubscribe in every email.
Do watch your sending frequency. Send email regularly while being careful not to overwhelm readers.
(we recommend at a bare minimum to send a message at least once every six months to keep your email list fresh. Unless you are a daily sender like Groupon, most email senders should avoid sending more than once or twice a week.)Do send email from a legitimate address that is checked by a real person. Email addresses with random letters and numbers trigger spam filters and can lead to your email being blocked.
Do ask subscribers to add your email address to their contact list.
Do practice good list hygiene. Regularly clean your email subscriber list to avoid repeatedly sending email to bad or non-existent email addresses.
Don’t use punctuation (such as exclamation marks) or words that are often used by spammers. These include free, win, and opportunity.
Don’t blind carbon copy (BCC) your list.
Don’t use too many images. Strive for a healthy balance of images and text to avoid triggering spam filters.
Don’t use all caps in your subject line – or any other part of your email. Instead, use bold, italics and underline to show emphasis.
Do protect your email server from malware. An infected email server can be used as part of a botnet to send spam.
(We once had a prospect come to us with severe deliverability problems not explained by their mailing practices. When we looked into it, we found that their web server had been infected and was sending out email spam. They’d had no idea. Once we cleaned that up, their deliverability improved a great deal.)
Summary of Deliverability Risks
Rule Category | Do / Don’t | Deliverability Impact |
|---|---|---|
List acquisition | Don’t buy lists | High risk of spamtraps, complaints, instant blocklisting |
Consent & signup quality | Do use double opt-in | Ensures valid signups and reduces spam complaints |
Content freshness | Don’t repeat the same content | Prevents low-engagement patterns that damage reputation |
Clarity & honesty | Don’t use vague content | Reduces complaints and spam filtering due to misleading messages |
Attachments | Don’t send attachments | Attachments trigger gateway blocks even when not malicious |
Compliance | Do include unsubscribe links | Required for compliance and prevents complaints |
Sending frequency | Do send at a healthy cadence | Avoids list decay and sudden engagement drops |
Sender identity | Do send from a legitimate address | Looks trustworthy and avoids bot-like patterns |
Whitelisting | Do ask users to add you to contacts | Improves inbox placement |
List hygiene | Do maintain a clean list | Reduces bounces and prevents blocklist escalations |
Spammy wording | Don’t use spam-trigger words | Bypasses linguistic filters and improves inboxing |
Sending method | Don’t BCC the list | Looks like spam blasts and triggers filtering |
Email composition | Don’t use too many images | Avoids image-heavy spam patterns |
Formatting style | Don’t use all caps | Reduces spam scoring based on aggressive formatting |
Security | Do protect sending servers | Prevents malware/botnet activity that auto-causes blocklisting |
Don’t buy email lists. Ever. The people on these lists are likely to mark your unsolicited emails as spam, and there’s a good chance that a spamtrap is included in the list. Sending email to a spamtrap will usually land you on a blocklist.
Do use double opt-in to confirm email list subscribers. This helps ensure that subscribers are signing up with their own email addresses and that those email addresses are valid.
Don’t repeatedly send the same or similar content. Every email you send should consist of unique content. Not only will this help keep you stay off of blocklists, but it will also keep your subscribers engaged.
Don’t string readers along with vague content. Include a clearly written subject line and call to action.
Don’t send attachments, it’s a sure way to get blocked. (Sending attachments may get your email blocked, but not blocklisted. The effect on deliverability may be the same, but the remedy is to simply not send attachments rather than working to get removed from a list).
Do include information on how to unsubscribe in every email.
Do watch your sending frequency. Send email regularly while being careful not to overwhelm readers.
(we recommend at a bare minimum to send a message at least once every six months to keep your email list fresh. Unless you are a daily sender like Groupon, most email senders should avoid sending more than once or twice a week.)Do send email from a legitimate address that is checked by a real person. Email addresses with random letters and numbers trigger spam filters and can lead to your email being blocked.
Do ask subscribers to add your email address to their contact list.
Do practice good list hygiene. Regularly clean your email subscriber list to avoid repeatedly sending email to bad or non-existent email addresses.
Don’t use punctuation (such as exclamation marks) or words that are often used by spammers. These include free, win, and opportunity.
Don’t blind carbon copy (BCC) your list.
Don’t use too many images. Strive for a healthy balance of images and text to avoid triggering spam filters.
Don’t use all caps in your subject line – or any other part of your email. Instead, use bold, italics and underline to show emphasis.
Do protect your email server from malware. An infected email server can be used as part of a botnet to send spam.
(We once had a prospect come to us with severe deliverability problems not explained by their mailing practices. When we looked into it, we found that their web server had been infected and was sending out email spam. They’d had no idea. Once we cleaned that up, their deliverability improved a great deal.)
Summary of Deliverability Risks
Rule Category | Do / Don’t | Deliverability Impact |
|---|---|---|
List acquisition | Don’t buy lists | High risk of spamtraps, complaints, instant blocklisting |
Consent & signup quality | Do use double opt-in | Ensures valid signups and reduces spam complaints |
Content freshness | Don’t repeat the same content | Prevents low-engagement patterns that damage reputation |
Clarity & honesty | Don’t use vague content | Reduces complaints and spam filtering due to misleading messages |
Attachments | Don’t send attachments | Attachments trigger gateway blocks even when not malicious |
Compliance | Do include unsubscribe links | Required for compliance and prevents complaints |
Sending frequency | Do send at a healthy cadence | Avoids list decay and sudden engagement drops |
Sender identity | Do send from a legitimate address | Looks trustworthy and avoids bot-like patterns |
Whitelisting | Do ask users to add you to contacts | Improves inbox placement |
List hygiene | Do maintain a clean list | Reduces bounces and prevents blocklist escalations |
Spammy wording | Don’t use spam-trigger words | Bypasses linguistic filters and improves inboxing |
Sending method | Don’t BCC the list | Looks like spam blasts and triggers filtering |
Email composition | Don’t use too many images | Avoids image-heavy spam patterns |
Formatting style | Don’t use all caps | Reduces spam scoring based on aggressive formatting |
Security | Do protect sending servers | Prevents malware/botnet activity that auto-causes blocklisting |
以下是15个避免你的电子邮件被封锁或列入黑名单的注意事项和禁忌：
不要 购买电子邮件列表。永远不要。列表中的人很可能会将您的未经请求的电子邮件标记为垃圾邮件，并且列表中很可能包含一个垃圾邮件陷阱。向垃圾邮件陷阱发送邮件通常会将您列入黑名单。
遵循 双重确认 确认电子邮件列表订阅者。这有助于确保订阅者使用他们自己的电子邮件地址注册，并且这些电子邮件地址是有效的。
不要 反复发送相同或类似的内容。您发送的每封电子邮件都应该包含独特的内容。这不仅有助于避免您被列入黑名单，还能保证订阅者的兴趣。
不要 用模糊的内容让读者摸不着头脑。包括明确的主题行和行动号召。
不要 发送附件，这肯定会被屏蔽。(发送附件可能会导致您的电子邮件被阻止，但不会被列入黑名单。对可传送性的影响可能相同，但解决方法只是不要发送附件，而不是努力从列表中删除。)
遵循 在每封电子邮件中都包括有关如何取消订阅的信息。
关注 您的发送频率。定期发送电子邮件，注意不要压倒读者。
（我们建议至少每六个月发送一次消息以保持您的电子邮件列表的新鲜度。除非您是像 Groupon 这样的日常发送者，大多数电子邮件发送者应避免每周发送超过一次或两次。）要 从一个合法地址发送电子邮件，该地址由真人检查。随机字母和数字的电子邮件地址会触发垃圾邮件过滤器，并可能导致您的邮件被阻止。
要求 订阅者将您的电子邮件地址添加到他们的联系人列表中。
遵循 良好的列表卫生。 定期清理您的电子邮件订阅列表，以避免反复向错误或不存在的电子邮件地址发送邮件。
不要 使用标点符号（如感叹号）或常被垃圾邮件发件人使用的词。这些词包括“免费”、“赢”、“机会”。
不要 使用“盲目抄送”（BCC）发送邮件给您的列表。
不要 使用过多的图片。努力实现图片和文字的健康平衡，以避免触发垃圾邮件过滤器。
不要 在您的主题行或电子邮件的任何其他部分使用全部大写字母。相反，使用加粗、斜体和下划线来表示强调。
保护 您的电子邮件服务器免受 恶意软件 侵害。感染的电子邮件服务器可能会被用于垃圾邮件发送的僵尸网络的一部分。
（我们曾经有一个潜在客户因邮件发送问题而遇到了严重的可传送性问题，这不是他们的邮件发送策略所能解释的。当我们调查时，发现他们的网络服务器已被感染并正在发送垃圾邮件。他们毫无头绪。一旦我们清除了它，他们的可传送性就大大提高了。）
不要 购买电子邮件列表。永远不要。列表中的人很可能会将您的未经请求的电子邮件标记为垃圾邮件，并且列表中很可能包含一个垃圾邮件陷阱。向垃圾邮件陷阱发送邮件通常会将您列入黑名单。
遵循 双重确认 确认电子邮件列表订阅者。这有助于确保订阅者使用他们自己的电子邮件地址注册，并且这些电子邮件地址是有效的。
不要 反复发送相同或类似的内容。您发送的每封电子邮件都应该包含独特的内容。这不仅有助于避免您被列入黑名单，还能保证订阅者的兴趣。
不要 用模糊的内容让读者摸不着头脑。包括明确的主题行和行动号召。
不要 发送附件，这肯定会被屏蔽。(发送附件可能会导致您的电子邮件被阻止，但不会被列入黑名单。对可传送性的影响可能相同，但解决方法只是不要发送附件，而不是努力从列表中删除。)
遵循 在每封电子邮件中都包括有关如何取消订阅的信息。
关注 您的发送频率。定期发送电子邮件，注意不要压倒读者。
（我们建议至少每六个月发送一次消息以保持您的电子邮件列表的新鲜度。除非您是像 Groupon 这样的日常发送者，大多数电子邮件发送者应避免每周发送超过一次或两次。）要 从一个合法地址发送电子邮件，该地址由真人检查。随机字母和数字的电子邮件地址会触发垃圾邮件过滤器，并可能导致您的邮件被阻止。
要求 订阅者将您的电子邮件地址添加到他们的联系人列表中。
遵循 良好的列表卫生。 定期清理您的电子邮件订阅列表，以避免反复向错误或不存在的电子邮件地址发送邮件。
不要 使用标点符号（如感叹号）或常被垃圾邮件发件人使用的词。这些词包括“免费”、“赢”、“机会”。
不要 使用“盲目抄送”（BCC）发送邮件给您的列表。
不要 使用过多的图片。努力实现图片和文字的健康平衡，以避免触发垃圾邮件过滤器。
不要 在您的主题行或电子邮件的任何其他部分使用全部大写字母。相反，使用加粗、斜体和下划线来表示强调。
保护 您的电子邮件服务器免受 恶意软件 侵害。感染的电子邮件服务器可能会被用于垃圾邮件发送的僵尸网络的一部分。
（我们曾经有一个潜在客户因邮件发送问题而遇到了严重的可传送性问题，这不是他们的邮件发送策略所能解释的。当我们调查时，发现他们的网络服务器已被感染并正在发送垃圾邮件。他们毫无头绪。一旦我们清除了它，他们的可传送性就大大提高了。）
不要 购买电子邮件列表。永远不要。列表中的人很可能会将您的未经请求的电子邮件标记为垃圾邮件，并且列表中很可能包含一个垃圾邮件陷阱。向垃圾邮件陷阱发送邮件通常会将您列入黑名单。
遵循 双重确认 确认电子邮件列表订阅者。这有助于确保订阅者使用他们自己的电子邮件地址注册，并且这些电子邮件地址是有效的。
不要 反复发送相同或类似的内容。您发送的每封电子邮件都应该包含独特的内容。这不仅有助于避免您被列入黑名单，还能保证订阅者的兴趣。
不要 用模糊的内容让读者摸不着头脑。包括明确的主题行和行动号召。
不要 发送附件，这肯定会被屏蔽。(发送附件可能会导致您的电子邮件被阻止，但不会被列入黑名单。对可传送性的影响可能相同，但解决方法只是不要发送附件，而不是努力从列表中删除。)
遵循 在每封电子邮件中都包括有关如何取消订阅的信息。
关注 您的发送频率。定期发送电子邮件，注意不要压倒读者。
（我们建议至少每六个月发送一次消息以保持您的电子邮件列表的新鲜度。除非您是像 Groupon 这样的日常发送者，大多数电子邮件发送者应避免每周发送超过一次或两次。）要 从一个合法地址发送电子邮件，该地址由真人检查。随机字母和数字的电子邮件地址会触发垃圾邮件过滤器，并可能导致您的邮件被阻止。
要求 订阅者将您的电子邮件地址添加到他们的联系人列表中。
遵循 良好的列表卫生。 定期清理您的电子邮件订阅列表，以避免反复向错误或不存在的电子邮件地址发送邮件。
不要 使用标点符号（如感叹号）或常被垃圾邮件发件人使用的词。这些词包括“免费”、“赢”、“机会”。
不要 使用“盲目抄送”（BCC）发送邮件给您的列表。
不要 使用过多的图片。努力实现图片和文字的健康平衡，以避免触发垃圾邮件过滤器。
不要 在您的主题行或电子邮件的任何其他部分使用全部大写字母。相反，使用加粗、斜体和下划线来表示强调。
保护 您的电子邮件服务器免受 恶意软件 侵害。感染的电子邮件服务器可能会被用于垃圾邮件发送的僵尸网络的一部分。
（我们曾经有一个潜在客户因邮件发送问题而遇到了严重的可传送性问题，这不是他们的邮件发送策略所能解释的。当我们调查时，发现他们的网络服务器已被感染并正在发送垃圾邮件。他们毫无头绪。一旦我们清除了它，他们的可传送性就大大提高了。）
