Complaints

What is it?

What is it?

In email marketing, "Complaints" refer to instances where recipients mark an email as spam or junk. These complaints are significant feedback for email marketers, indicating dissatisfaction with the received emails. High levels of complaints can lead to severe consequences, such as damaged sender reputation, reduced deliverability, and potential legal issues under regulations like CAN-SPAM or CASL.

Key points to remember

Key points to remember

  • Direct Feedback: Complaints provide direct feedback from recipients about the undesirability of the emails they're receiving.

  • Monitor and Address: Monitoring complaints closely and taking corrective action to address the underlying causes is crucial.


  • Impact on Sender Reputation: Receiving many complaints can tarnish a sender's reputation with ISPs and ESPs, affecting overall email deliverability.


  • Legal Implications: Non-compliance with anti-spam laws, leading to high complaints, can result in hefty fines and legal actions.


  • Engagement and Relevance: Enhancing the relevance and value of email content can help minimize complaints and improve subscriber satisfaction.



Example of Use

Example of Use

  1. Feedback Loop Setup: An e-commerce company sets up feedback loops with major ISPs to receive notifications when recipients mark their emails as spam. This allows them to remove those recipients from their lists and reduce future complaints.


  2. Re-engagement Campaigns: After identifying a segment of subscribers who haven't engaged for several months, a magazine sends a re-engagement campaign with highly relevant content, reducing the likelihood of complaints by providing an easy unsubscribe option.

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