Whitelist is a list of email addresses or domains that an email service provider or recipient has designated as trusted or approved senders. Emails originating from addresses or domains included on the whitelist are allowed to bypass certain filtering mechanisms and are delivered directly to the recipient’s inbox, rather than being routed to a spam or junk folder.

By whitelisting specific email addresses or domains, recipients can ensure that they receive important communications from trusted sources without the risk of them being mistakenly flagged as spam or overlooked. Likewise, email marketers can benefit from whitelists by increasing the likelihood that their messages reach their intended recipients and are prominently displayed in their inboxes, thus enhancing the visibility and effectiveness of their email campaigns.

Whitelisting is often used in conjunction with other email authentication methods, such as SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance), to help prevent phishing attacks, spoofing, and other forms of email fraud, while also providing recipients with greater control over their email preferences and security settings.

Overall, whitelists play a valuable role in email marketing by fostering trust between senders and recipients, improving deliverability rates, and ensuring that legitimate communications are prioritized and received in a timely manner.