Most of us don't think about whitelisting at all, myself included. An email has found our inbox, so we think that everything is all hunky-dory. And in an ideal world, that would be a fair assumption. However, the moment anything changes, communications that have been finding the inbox can suddenly be moved to spam… or some other folder that removes it from view.
And that's exactly what happened with the move of my email list to a different email management system in 2026.
I always knew that I would need to rebuild my "trust" with the delivery systems. This would have happened regardless of the system I moved to, simply because the email header information would have changed, and systems like Gmail need to reassess it. And this is where whitelisting plays a role.
In today's post, let's talk about the importance of whitelisting and why it's important to advise subscribers to your newsletter to whitelist your email address or domain even if they are getting your emails direct into their inbox.
