What is Allowlist?
An allowlist (previously called whitelist) is a list of approved senders whose emails bypass spam filters and are delivered directly to the inbox.
An allowlist is a list of email addresses or domains that are pre-approved to bypass spam filters and deliver directly to the inbox. The term "allowlist" has largely replaced "whitelist" in the industry as more inclusive language.
Allowlisting works at multiple levels:
**Personal allowlists**: Individual recipients add trusted senders to their contacts or safe sender list. Most email clients treat addresses in your contacts as trusted.
**Domain/organization allowlists**: IT administrators configure allowed senders at the mail server level. This is common in corporate environments where security teams control what reaches employee inboxes.
**ISP/inbox provider allowlists**: Some inbox providers maintain allowlists for high-reputation senders, though this is increasingly rare as reputation systems have become more sophisticated.
For email senders, getting allowlisted is about asking recipients to add you to their contacts or safe sender list. This isn't scalable, but it's effective for high-value relationships like B2B communications where recipients want to ensure they receive your emails.
Why Allowlist Matters
Allowlisting is one of the few ways to guarantee inbox delivery for critical communications. When a recipient allowlists you, their email client trusts your messages and bypasses content-based filtering. This is particularly valuable for transactional emails to enterprise customers, where IT security policies might otherwise filter your messages. For B2B senders, providing clear allowlisting instructions can significantly improve deliverability to corporate recipients.
How Ark Handles Allowlist
Ark maintains strong sender reputation so your emails reach inboxes without requiring manual allowlisting. However, for enterprise customers with strict email security, we provide customizable allowlisting instructions you can share with your recipients. Our documentation includes sample instructions for common email clients and enterprise mail systems.
Frequently Asked Questions
Is 'allowlist' the same as 'whitelist'?
Yes, they mean the same thing. The industry has shifted toward 'allowlist' as more inclusive terminology. Similarly, 'blocklist' has replaced 'blacklist.' You may see both terms used interchangeably in older documentation.
How do I get recipients to allowlist my emails?
Ask them directly: include instructions in your welcome email or confirmation pages. Something like: 'To ensure you receive our emails, add [email protected] to your contacts.' Make it easy by providing the exact address to add.
Does allowlisting guarantee inbox delivery?
Mostly, but not 100%. Allowlisting bypasses most spam filters, but some content-based scans (like malware detection) may still apply. Also, allowlisting at the user level doesn't override organization-level blocks in corporate environments.
How do I allowlist a sender in Gmail?
Add the sender's email address to your Google Contacts. You can also create a filter: search for the sender, click 'Create filter,' and select 'Never send to spam.' For organizations, Google Workspace admins can configure approved sender lists.
Should I ask all subscribers to allowlist me?
No, it's unnecessary at scale and adds friction. Focus allowlisting requests on high-value communications (onboarding emails, enterprise customers) or when you know deliverability is problematic for certain recipients. Good authentication and list hygiene should handle most deliverability.
Related Terms
Blocklist
A blocklist (previously called blacklist) is a database of IP addresses, domains, or senders identif...
Email Deliverability
Email deliverability is the ability to successfully deliver emails to recipients' inboxes rather tha...
Spam Trap
A spam trap is an email address used to identify spammers, either recycled from abandoned accounts o...
Feedback Loop
A feedback loop (FBL) is a service provided by inbox providers that notifies you when recipients mar...
Ready to improve your email deliverability?
Ark handles allowlist and more automatically. Start sending in 5 minutes.