Safe Sender Lists and Why You Should Care

A safe sender list, or whitelist, is a list of email addresses that a recipient has identified within their email client as contacts that they want to receive messages from. These messages more easily bypass filters in order to make it to the inbox. With increasingly stringent filtering within email clients (especially Gmail of late), it’s becoming more common that even opt-in messages get filtered out of the inbox.

Why You Should Care

Safe sender lists matter to you as an email recipient as well as an email sender.

First, you may want to review your email subscriptions and inspect your junk folder for messages that you have inadvertently missed. You should get in the habit of adding your subscribed-for email addresses to your safe sender list or address book in order to ensure they reach your inbox in the future.

Second, your sent email messages may be missing your recipient’s inbox as well. To help avoid this from happening, request for your recipients to add your sender email address to their safe sender list or address book to ensure proper delivery. You may even want to customize your request to include a link to instructions for your recipient to use based off of their email domain like Gmail, Yahoo, or Outlook for exchange users.

How to Add to a Safe Sender List

Your best bet towards ensuring appropriate delivery for your received and sent messages is to better understand email clients’ processes for categorizing incoming messages and identifying safe senders. Each email client’s methodology for adding email addresses to a safe sender or whitelist varies. However, all email clients have an address book, so utilizing the address book to ensure delivery of your sent and subscribed-for messages may be the easiest method.

For more information on white listing by client, we’ve included a few support links for the most common email clients.  Outlook   Gmail   Hotmail/   Yahoo

Happy Sending!

About Lindsey Weinig

Lindsey Weinig has been working for Swiftpage since April 2009. A day at Lindsey’s desk as a Marketing Manager includes a wide variety of marketing strategy, copywriting, customer experience, and design projects. When she is not working, Lindsey loves to play with her black lab, paint, cook, cheer on University of Wisconsin athletics, and explore the beautiful state of Colorado with her husband. You can reach Lindsey at


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