How to Reduce Email (Spam) Complaints

Published by: Mira Martinez    |   Category: Blog, Email Marketing, Email Validation    

Reduce Email Complaints

Most ISPs rely on your IP or domain reputation when deciding whether to accept, reject or black hole email sent by your organization. Usually, senders with a good IP and domain reputation will have their email newsletters and email marketing accepted by the majority of ISPs, while senders with a poor IP or domain reputation will have the door slammed in their face and their email either rejected or black holed.

How to Build and Maintain a Good IP Reputation

  1. Only send to optin email recipients. These are people who have signed up to receive your newsletter or are existing customers.
  2. If you are new to email marketing, start slow. Don’t over send to the people agreeing to receive your emails.
  3. Send only what you promised to send. Don’t surprise your email subscribers by sending them an offer or promotional email that is irrelevant to your core business.
  4. Make unsubscribing easy. Don’t make people jump through hoops to get off your email list. This will only give them a reason to complain.
  5. Don’t send to unknown, dead or undeliverable email addresses. Since approximately 25% of all emails are abandoned or changed on an annual basis, be sure to clean and validate your email list. Sending to non-existent email addresses will cause your IP and domain reputation to nosedive quickly.

Why Email Recipients Complain

There are only a few reasons why a person would complain about receiving your email.

  1. They never signed up or agreed to receive emails from you in the first place.
  2. Sending frequency – You’re sending too often.
  3. Content – They don’t like or want to receive the content of the emails you’re sending to them.

How Email Recipients Complain

When an email recipient or subscriber complains about an email they received, they normally don’t tell you, but instead tell their ISP. This sometimes makes it difficult for you to know that an individual has complained about receiving your unwanted email. There are a few different ways that recipients can complain about the unwanted email they received.

  1. The recipient clicks the spam button in their web based email application.
  2. The recipient forwards the email to the abuse department of your ESP or ISP.
  3. The recipient forwards your email to a spam filtering company like Spam Cop.

With web based, free email service providing ISPs like Yahoo, Gmail and Hotmail, the ISPs simply count the votes. With most ISPs, a >0.1% complaint ratio is acceptable. So, if you send to 100,000 recipients and receive 99 complaints from any single ISP, you’re most likely safe. Obviously, your goal should be to receive no complaints, but the possibility of not having a single person click the spam button is unlikely, unless your email list is extremely small.

Monitor your Email Campaigns and be Proactive

Be sure to follow best practices when you’re sending email newsletters or promotional email messages. Analyze your results. If you find a specific email marketing campaign you sent generated a large number of complaints or the number of unsubscribes was higher than usual, make sure to take the time to review the email you sent and determine the cause. The need to continually monitor and tweak your email campaigns should be a mandatory part of your post campaign review to ensure your recipients are receiving wanted and valuable information.

Sorry, comments are closed for this post.

Comments are closed.