Top 25 E-mail Marketing Terms You Should Know

E-mail whitelist: A whitelist is the opposite of a blacklist. Instead of listing IP addresses to block, a whitelist includes IP addresses that have been approved to deliver e-mail despite blocking measures. It is common practice for ISPs to maintain both a blacklist and a whitelist. When e-mail service providers say they are “whitelisted,” it means that their IP addresses are on a specific ISP’s whitelist and they are confident that e-mails sent using their service will be delivered.