We subscribe to ReturnPath, a nationally recognized monitoring company, who monitors overall IP health for us and Shared Services leadership receives morning blacklist reports daily.  Public blacklists are created by large, trustworthy companies, as well as small, independent networks.  Since literally anyone can create a blacklist, they don’t all have the same impact on deliverability.  Mailbox providers and filtering companies do not leverage inbox placement on every blacklist.  They typically combine data from various public blacklists, as well as data from their own networks, to determine your credibility as a sender. Subsequently, there are many blacklisting sites that are low-priority and have little to no effect on IP reputation.  The major ESPs prefer to disregard the feedback from these sites and look only at high-priorityBL services like SpamHaus and SpamCop. Blackbaud IPs are not listed on either of these sites.  (In the rare instance we are listed by one of these two sites we take immediate steps to request delisting as quickly as possible.  In some cases the blacklister is able to provide us with at least the subject line of the offending email and we can trace it back to the client that sent the campaign.)

According to ReturnPath, the reputation of our IPs averages 96/100. Per our AUP all email recipients must have opted-in to receive emails from our clients and our clients honor unsubscribe requests. Blackbaud actively maintains feedback loops with the major ESPs and unsubscribes any recipient who files SPAM complaints. The use of email addresses that have not been explicitly opted in by the recipient is in violation of our AUP. Unfortunately, some recipients opt for marking the email as SPAM instead of taking the necessary steps to unsubscribe when they no longer wish to receive email from that client and that can do damage not only to the sending IPs but also the client's domain.​

Email marketers often associate blocking with being blacklisted.  It’s important to note that blacklist providers are not the ones blocking your mail—it’s the mailbox provider leveraging your blacklist status that blocks your mail.  If a blacklist resulted in a block, focus on the potential causes for the listing.  Blacklisting is most often caused by poor list quality and end-user complaints.

For more information, please see our Email Services Guide.