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In email marketing, a whitelist refers to an approved list of email senders whose technical and ethical practices have been verified and validated by the entity responsible for the whitelist. This validation, along with the payment of specific fees, allows these approved senders to receive preferential treatment from certain players in the email industry (Internet Service Providers, platforms like Gmail, etc.) to improve the deliverability of their messages. Being on a whitelist can mean that emails are routed directly to the recipient’s primary inbox and that images are automatically displayed. This preferential treatment is generally based on the recognition of the IP addresses used by these certified senders. However, not all attempts to create whitelists have been successful, due to a lack of recognition or support from email service providers. In some cases, whitelists are established directly by these providers. Examples of successful whitelists include those implemented by Microsoft and Yahoo. Below you will find the registration form to request to be added to the AOL whitelist.

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