Share or Save

Every so often we run into a sender who has a sense of entitlement – or even righteous indignation – about how an ISP should, must – even has to – accept their email. Whether because it’s “requested” or opt-in or because it “complies with CAN-SPAM”, the sender gets all in our face about how a given ISP has a responsiblity and duty to accept their email. Sometimes they even rant that it’s required by {CAN-SPAM| tort law | the 1st Amendment | insert your favourite rant here}.

Except, that’s completely wrong. Whether it should be or not is a different discussion for a different day (although I’m sure you can figure out on which side of that argument I fall), but regardless of how you or they feel, an ISP has no obligation to accept your email.

In fact, in the U.S., our Federal anti-spam law, CAN-SPAM, specifically exempts ISPs from any liability for refusing to accept and deliver email – of any sort. Indeed, an ISP can refuse your email for any reason – or no reason at all.

That’s how it is. Accept it.

Now, all that said, the ISPs aren’t on power trips, and they don’t just discard email willy nilly.

[This info is provided by us. We get you to the inbox. Learn how here.]

No, the ISPs answer to an even higher authority – their users. In fact, in the vast majority of cases, when an ISP junkfolders or discards an email as ‘spam’, it’s because their users are telling them that it’s spam. Conversely, if ISPs don’t deliver email that their users want, their users will vote with their feet, and the ISP may find itself out of business.

So what’s the lesson here?

The lesson here is that ISPs want and need to deliver wanted email. But they don’t have a duty to deliver your email just because – and most especially if their users are hitting “this is spam” on your email.

It’s up to you to show the ISPs that your email isn’t spam – either on your own, or with the help of a service like ours.

Prefer to listen to the podcast? Listen on Apple, Google, Amazon, Audible, Spotify, or Anchor or say "Alexa play the Everything Email Marketing podcast"


Full Post Archives

Share or Save

No responses yet

Leave a Reply

Your email address will not be published.

We are ISIPP SuretyMail, the original certified sender program and email deliverability service. Learn more here
Generic selectors
Exact matches only
Search in title
Search in content
Post Type Selectors
Search in posts
Search in pages
Filter by Categories
Blocklists and Blacklists
Content Issues
Email Authentication
Email List Building
Feedback Loops
Mailing List Hygiene
Monitoring and Tracking
Opt-in Practices
Our News
Privacy & Email Laws
Sending Practices
Spam Complaints
Technical Stuff
The Industry
Need Help Getting to the Inbox?
If you need help getting out of the spam folder and into the inbox, we're here for you. Our deliverability services come with a personal touch, and we get results. That combination has created customer loyalty that's nearly unheard of. (testimonials)
Read what we'll do for you here.

Join our email community and get
How to Stay Out of the Spam Folder 
& How to Grow Your Email List free!

 Get to the Inbox by SuretyMail
The Original Email Deliverability Company

Free stuff!
Skip to content