Studies show that only 22 percent of all email newsletters show their recipients how to add the sender to their email whitelist. With newsletters being an important email marketing strategy, it can be assumed that other communications sent out to prospects fail to inform people what an email whitelist is and how they can alter it. Talk about missed opportunities.

People Really Need Instructions? 
When it comes to email deliverability rates, why take any chances that your marketing materials will be bounced back or diverted by a spam filter? Think about it for a second—most people have no idea what an email whitelist is let alone how to make changes to theirs so giving them clear instructions on how to add your address will not only help make sure your email deliverability rates increase, but it will create a level of anticipation among your prospects that they will soon be receiving something from you that is really important!

Creating Instructions 
So you’ve made the decision not to be part of the three quarters of people who fail to give their prospects instructions, but now what? Creating instructions can be a bit daunting to a marketing team so why not turn to the experts? Bring your IT department into the mix and have them help write up the instructions. Just be sure to:

• Make the instructions available on the sign up page. They do you and your prospects no good if you email them and they wind up getting blocked.
• Include the major email clients and the lesser known ones. Don’t leave anything to chance—make sure that you give everyone the opportunity to see what you have to say.
• Do you part to make sure you are not labelled as a spammer. Abide by CAN-SPAM and keep an eye on the blacklists.
• Include your email address. Don't just tell them to add you, tell them exactly what addresses to add.