How Spam Complaints Affect Delivery
Every e-mail marketer receives spam complaints. Where complaints generate, how they're used, and what you can do to minimize them.
Every e-mail marketer receives spam complaints. Where complaints generate, how they're used, and what you can do to minimize them.
Every email marketer receives spam complaints. It doesn’t matter if you use confirmed opt-in or have never seen a complaint in your life. Your messages do get complaints. Unless you use an email service provider (ESP) or your ESP doesn’t provide these services, you might not have immediate access to these complaints.
Spam complaints are a useful metric for two reasons. First, they indicate how closely you follow best practices. Second, ISPs and anti-spam services use them to filter and even to block messages. Today, a look at where complaints generate, how they’re used, and what you can do to minimize them.
How Users Report Spam
There are three primary ways email recipients can file complaints:
ISP | Report Spam Button |
Feedback Loop |
---|---|---|
AOL | Yes | Yes |
Yahoo | Yes | No |
Hotmail | Yes | No |
EarthLink | Yes | No |
NetZero | Yes | Yes |
Juno | Yes | Yes |
Monitor Spam Complaints
To ensure you see the complaints your messages may generate, follow these steps:
How ISPs Use Spam Complaints
ISPs use complaints for many reasons. Complaints contribute to ISPs’ content filters, especially the learning filters, to help improve their predictive algorithms. They also use complaints as a sort of voting system to deem whether email coming from a certain IP address is good or bad. Too many complaints may lead to a message being filtered into bulk folders or rejected entirely. ISPs may then require the sender take specific steps, such as reconfirming a mailing list, before allowing more traffic from the sender.
Spam complaint percentages (spam complaints divided by messages sent, multiplied by 100) can vary widely based on list composition, opt-in approach, content type, frequency, your brand, and more.
AOL recommends keeping spam complaints below 1-3 percent of traffic, depending on volume. This figure is unique to AOL’s user base; it’s too generous when applied as a general standard. Be at or below the range of one complaint per 6,000 to 8,000 messages, or 0.013 percent.
Minimize Complaints
Minimizing complaints always starts with practices used to collect email addresses. It should be obvious by now sending unsolicited email only gets you in trouble. Mailing lists with the lowest complaint rates are either confirmed opt-in or properly managed single opt-in. If you have a solid permission-based list but still find incoming complaints are higher than the optimal rate or are rising, consider the following:
Spam complaints are an unavoidable and important aspect of email marketing that can’t be overlooked. In most cases, above-average complaint rates suggest poor email practices that over time lead to decreasing open and click-through rates. In the short term, too many spam complaints simply get your email filtered or blocked.
Till next month, keep on deliverin’.
Want more email marketing information? ClickZ E-Mail Reference is an archive of all our email columns, organized by topic.