Understanding spam complaints through the dashboard provided by your ESP is essential for effective email marketing. Complaints are recorded as feedback loop messages (FBLs) from ISPs when recipients mark emails as spam. Viewing complaints as a percentage of emails delivered to specific providers helps in assessing the reputation, highlighting that complaint rates above 0.3% are undesirable, while those below 0.1% are acceptable. Notably, some major ISPs, such as Gmail, do not provide feedback loops, which can affect overall complaint visibility and management strategies.
My ESP provides a dashboard of spam complaints. How should I be looking at the data? Are some complaints more important than others? The spam complaint dashboard is a record of the feedback loop messages (FBLs) that an ESP has received about a message.
Complaints should be viewed as a percentage of the messages that were delivered to the inbox at that provider. So if you send 50,000 emails in total and 1000 go to libero.it, and you get 5 complaints from libero.it, then your complaint rate is 0.5% not 0.01%, assuming 100% inbox delivery.
A couple things to note about complaints: Not all ISPs provide feedback loop emails to senders including some of the major broadband providers outside the US, Apple Mail and Gmail.
It's generally accepted that complaint rates over 0.3% are bad and that complaint rates below 0.1% are acceptable.
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