

There was a recent thread on reddit about this, where I wrote this comment (copied here):
I’ve been hosting my own email for a long time (almost 25 years).
Today it’s better than it was, but there are some hurdles:
- Microsoft has their own system, but it’s reasonably easy to get listed
- Google does their own thing, and it’s IMPOSSIBLE to get anywhere
- UCEPROTECTL3 is just a fucking extortion scam
When I switched providers, I found out I was in a “bad IP neighbourhood”. Microsoft wanted a letter from my VPS provider saying that I am in control of the IP I wanted listed, and that was not too hard to get. Also, Microsoft’s blacklist management is sane - you can log in, see the status, raise issues and get a hold of people. A little frustrating, but workable.
Google, on the other hand… You can’t participate in their spam system unless you have a minimum volume of email, which means little guys like me who send maybe 50-100 emails a day end up in gmail’s junk folders by default and there’s abso-fucking-lutely nothing you can do about it. There’s no one to report it to, there’s no way to fight it… they simply don’t care. And whether an email gets flagged as junk or not seems completely random. It has nothing to do with the content as far as I can tell. All you can do is contact people from your personal gmail and ask them to check spam/whitelist. It’s been years and I’m still waiting for the “eventually your domain will get whitelisted globally” bullshit to happen.
That leaves UCEPROTECTL3. Fuck these guys sideways. They block entire ASes and no, you can’t get an exception made. You can pay them to get whitelisted which is why I call them an extortion scam. They’re the only blacklist I’m on and I’ll be fucked if I’ll pay them to get off it. Bunch of fucking pretentious scammers.
Everything else is pretty easy: DNS, DMARC, DKIM, SPF… it’s hoops to jump through but not overly difficult. Ensuring you’ve got SMTPS set up and constraining the encryption protocols to get it tight takes some iterative work, but nothing too difficult.
I totally understand why people give up. This is a huge problem with these gigantic monolithic companies – they hold way too much power over the internet and there’s no way to hold them accountable.
How did you do this? I have only seen the google postmaster tools and they’re absolutely useless unless you are sending significant email volume. If you’re a little guy they won’t even give you basic reporting on deliverability.