Spam Complaints: What You Need To Know

Clea Moore
Dec. 14, 2016 by Clea Moore

spam complaints

Spam complaints are one of the most important signals you have access to as a marketer. They can tell you a lot about the health of your mail program. They are also one of the main data points that ISPs look at when determining how to treat your mail. In this post, we’ll explore what they are, how you receive them, and what to do with them.

What is a spam complaint?

A complaint is registered when a user clicks the “This Is Spam” button in the mail client. ISPs track the number of people who complained about your mail relative to the amount of mail you sent to them, which is called a “complaint rate”. As you can imagine, the lower the complaint rate the better.

What is an acceptable complaint rate for good delivery?

A complaint rate of 0.2% or lower is considered good.

How do you receive complaints?

Some ISPs (AOL, Microsoft, and Yahoo to name a few) provide complaint reports back to senders via a feedback loop. The M3AAWG website has a resource page that lists the available feedback loops and more information about what they are here. At Sparkpost, we subscribe all of our customer IPs for the available feedback loops, and the complaints and complaint rate for those ISPs can be viewed in our UI.

Why do ISPs share this information?

ISPs provide this valuable information to senders in order to help them improve their mail programs. That brings us to the next question…

How should you handle spam complaints once you receive them?

Once you are signed up for all of the available FBLs, it’s important to do 2 things:

  1. Ensure you are removing subscribers who have complained from your list.
    1. Though it’s not a legal requirement… Remember, it’s one of the most important metrics that ISPs use to decide whether your mail is wanted by their users or whether it deserves to be in the spam folder, or even blocked.
    2. Plus, it’s just bad form to continue mailing to people who clearly don’t want your mail.
  2. Look at complaint trends.
    1. Send out a new campaign that generated a ton of complaints? Maybe it’s time to take a closer look at the content and targeting.

Spam complaints are a direct signal from your subscribers letting you know how they feel about your mail. Properly managing user expectations lowers your risk of complaints and increases your likelihood of good delivery performance and higher ROI.

Hope this quick overview helps give a better understanding of spam complaints and how you can use them to refine your email programs!

Happy Sending

–Clea

ps: Find this topic interesting? Check out these other related posts:

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