Having emails filtered to the spam folder is one of the most common issues senders face. Many factors determine where your email ends up. In addition, each email client comes with a different set of filters or applications that influence the placement of your emails. The best way to combat this filtering is to ask recipients to add you to their safe sender list.
What are safe sender lists?
Safe sender lists are lists or filters your recipients can create in their email clients. When a sender is added to a safe sender list, their emails are more likely to be delivered to the inbox. This also helps ensure that recipients won't miss future messages they opt to receive.
Recipients adding your sending address to their safe sender list can decrease the chances of your email going to spam. This is especially helpful if you send targeted and time-sensitive messages. Recipients adding your sender address to their safe sender list also represents a high confidence level in you as a sender. Mailbox providers will notice this and route your messages to that recipient's inbox.
Safe sender lists will never guarantee deliverability. However, they will put you on track for successful audience engagement and lessen your email's chances of being denied or placed in the spam folder.
How to get added to a safe sender list
The best way to get added to a recipient's safe sender list is to ask them to add your email address or domain. You can add a short message to your email, such as the header or other prominent places. This message could say, "If you'd like to continue receiving uninterrupted emails, please add our email address to your safe sender list." You can also let them know the steps they need to take to get your email address or domain added to their safe list. Recipients can add you to this list with their respective email clients or work with their IT team(s) to get you added.
You also have the option to ask recipients to click the "Not Spam" button when viewing your email. Future emails from you should go straight to their inbox.
While it may feel uncomfortable to ask your recipients to add you to their safe sender list, it will help boost your deliverability in the long run. It's also worth noting that large-name brands use this approach to ensure that their emails receive great engagement and reach.
Email client safe sender list instructions
Below are instructions for getting added to safe sender lists for popular email clients. You can share these instructions with your recipients in your email.
You can segment your lists by domain and customize your messaging to include instructions on adding your sender address to a safe list.
AOL
Highlight the email address, then click "add contact" in the drop-down menu.
For more details about AOL mail, please visit the AOL Support page.
Apple Mail (OSX)
Open the email and right-click the sender's email address. Choose "Add to Contacts" or "Add to VIPs."
You can visit the Apple Mail Support page for more details about Apple Mail.
Apple Mail (iOS)
Add the "From" email to the address book by opening the message and tapping the "From" email address. Then tap "Create New Contact" to input the address.
You can visit the Apple Support page for more details about the Mail app.
Gmail
Open the contact list. Then click "New Contact" and input the "From" email address.
You can visit the Gmail Support page for more details about Gmail.
Microsoft - Outlook/Hotmail/Office
Open the email and click the ellipsis in the right corner. From the menu, click "Add to Safe senders."
If you want more information about Outlook.com, visit the Outlook.com Support page.
Office(365)
Click "Settings," then click "View all Outlook settings." Navigate to Junk email. Next, go to "Safe senders and domains" and add the domain or specific email address from which you would like to receive emails. Then save your settings.
You can visit the Office Support page for more details about Office(365).
Yahoo
From your Yahoo mailbox, click the ellipsis next to "Spam." Then click "Add Sender to Contacts."
If you want more details about Yahoo Mail, visit the Yahoo Support page.