Each IP that delivers mail to AOL has a reputation -- roughly good, bad, or somewhere in between. Your reputation is a holistic view of your IP and takes into account a wide variety of factors including -- but not limited to -- spam complaints, not spam reports, spam folder deliveries, and invalid recipients. IPs with a good reputation will benefit from better inbox delivery than IPs with a bad reputation. Moreover, IPs with a bad reputation will be subject to more temp deferrals, temp blocks, and permanent IP blocks. The trick to a good IP reputation is to send mail to people who want it. The standard AOL whitelist offers protection from certain spam filters. Being on the whitelist is in no way a guarantee of inbox delivery, and IPs on the whitelist can still be spam foldered, temp deferred, temp blocked, or permanently blocked if they have a bad reputation. If your mail is being temp deferred, temp blocked, or your IP has been permanently blocked, you may not be on the whitelist. |

Tamara Gielen is an independent email and digital direct marketing
consultant with over 10 years of experience in online, email and direct marketing.
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