Spam Filters

[Deepthi_MS]

Hi Team,

When people subscribe to marketing and captured in marketo , do we need to remind them to add company domain.com to their 'safe list' to ensure our emails get past spam filters? What is the best practice for this in marketo.

Please advice.

T

hanks,

Deepthi.

[SanfordWhiteman]

We don't usually recommend asking people to allow-list upfront for multiple reasons.

First, if they bypass checking your From: domain and you don't have a strict DMARC policy (or the recipient doesn't strictly enforce DMARC) anyone who impersonates you will bypass spam and malware checks. Very dangerous for your brand!

Second, allow-listing disguises wider deliverability issues. We want the earliest warning possible about dips in deliverability, rather than what seem like "random" outbreaks.

Third, from a pure marketing standpoint, emphasizing "get ready for us to send stuff your IT classifies as spam" is questionable.

In sum, whole allow-listing is tactically useful when there's a known issue, our take is it should not be an upfront strategy.