Having emails filtered to the spam folder is one of the most common issues senders face. There are many factors that 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 kind of filtering is to ask your recipients to add you to their safe senders list.
In this article:
What are safe sender lists?
Safe sender lists are lists or filters that your recipients can create in their respective 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 that they opted into receiving.
Recipients adding your sending address to their safe senders list can decrease the chances of your email going to spam. This is especially helpful if you send targeted and/or time-sensitive messages. Recipients adding your sender address to their safe senders list also represents a high level of confidence in you as a sender. Mailbox providers will notice this and route your messages to that specific recipient’s inbox.
Safe sender lists will never guarantee deliverability, but it will put you on track for successful audience engagement and lessen the odds of your email getting denied or placed in the spam folder.
How to get added to a safe senders 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 to it. You can do this by adding a short message to your email, such as the header or other prominent place. This message could say something like, "If you’d like to continue receiving our emails uninterrupted, please add our email address to your safe senders list." You can also let them know what 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 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 make sure that their emails receive a great amount of 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.
Segment your lists by domain then customize your messaging to include instructions on how to add your sender address to a safe list.
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 email address. Choose to “Add to Contacts” or “Add to VIPs.”
For more details about Apple Mail, please visit the Apple Mail Support Page.
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 in the contacts list.
For more details regarding the Mail app, please visit the Apple Support Page.
Open the contact list. Then click "New Contact" and input the "From" email address.
For more details regarding Gmail, visit the Gmail Support Page.
Microsoft - Outlook/Hotmail/Office
Open the email and click the ellipsis in the right corner. From the menu, click “Add to Safe senders.”
For additional information about Outlook.com, visit the Outlook.com Support Page.
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 that you would like to receive emails from. Then save your settings.
For more details regarding Office(365), please visit the Office Support Page.
From your Yahoo mailbox, click the ellipsis next to "Spam." Then click "Add Sender to Contacts.”
For more details regarding Yahoo Mail, visit the Yahoo Support Page.