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How do spam complaints from Google and Yahoo inform ESPs, and how should ARF reports be used?

Summary

Spam complaints from Google and Yahoo inform ESPs primarily through Feedback Loops (FBLs) and Abuse Reporting Format (ARF) reports. Yahoo sends FBLs to the DKIM signature domain or a configured reporting address as part of its Complaint Feedback Loop (CFBL). Google uses Google Postmaster Tools to provide complaint metrics, rather than a traditional FBL. These FBLs and ARF reports are crucial for senders to identify and remove problematic recipients, understand why subscribers mark emails as spam, maintain a clean mailing list, and protect their sender reputation. Processing ARF reports involves automation, proactive list hygiene, regular monitoring of complaint rates, and adjustments to email content and targeting strategies. High complaint rates significantly impact deliverability and sender trust, emphasizing the importance of promptly addressing complaints and maintaining good relationships with ISPs.

Key findings

  • Yahoo FBL & CFL: Yahoo uses a FBL tied to DKIM and CFBL to report spam complaints.
  • Google Postmaster Tools: Google provides complaint data via Postmaster Tools instead of a traditional FBL.
  • ARF Report Importance: ARF reports are crucial for understanding the reasons behind spam complaints and improving email practices.
  • Impact on Reputation: Spam complaints directly impact sender reputation and deliverability.
  • Proactive List Hygiene: Proactive removal of complaining subscribers is essential for maintaining a healthy list.

Key considerations

  • Address Suppression: Ensure prompt suppression of addresses identified in FBL reports to prevent future complaints.
  • ARF Report Analysis: Analyze ARF reports to understand complaint reasons and adjust email content and targeting strategies accordingly.
  • Automation Implementation: Consider automating ARF report processing using scripting languages or specialized software.
  • Consistent Monitoring: Regularly monitor complaint rates and FBL data for proactive management of email deliverability.
  • DKIM and CFL Setup: Ensure correct DKIM domain or reporting address is configured with Yahoo for receiving FBLs.

What email marketers say

9 marketer opinions

Spam complaints from Google and Yahoo, processed via Feedback Loops (FBLs) and Abuse Reporting Format (ARF) reports, are vital for informing ESPs about deliverability issues and maintaining a healthy sender reputation. ESPs use complaint rates as a key factor in assessing sender reputation, impacting whether emails reach the inbox or are filtered as spam. ARF reports provide data on which recipients mark emails as spam, enabling senders to promptly remove them from their lists and prevent future complaints. Proactive list hygiene, consistent monitoring of complaint rates, and automated processing of ARF reports are essential for effective email marketing practices. Managing sender reputation involves using FBL reports to identify and remove problem subscribers, making adjustments to email content and targeting strategies.

Key opinions

  • Complaint Impact: Spam complaints directly impact sender reputation, influencing deliverability and potentially leading to emails being filtered as spam.
  • ARF Report Use: ARF reports provide data on recipients marking emails as spam, enabling senders to remove them from their lists.
  • Automation: Automating the processing of ARF reports streamlines the process of identifying and removing complaining users.
  • Proactive Hygiene: Proactive list hygiene, including removing subscribers who mark emails as spam, is essential for maintaining sender reputation.
  • FBL Importance: Feedback Loops (FBLs) are critical for identifying and removing subscribers who mark emails as spam, improving deliverability.

Key considerations

  • Monitoring: Consistent monitoring of complaint rates is crucial for effective email marketing practices.
  • List Management: Regular list maintenance and removal of disengaged or complaining subscribers is necessary.
  • Automation Tools: Consider using scripting languages or specialized software to automate the processing of ARF reports.
  • Content Adjustment: Email content and targeting strategies should be adjusted based on insights gained from ARF reports to reduce future complaints.
  • ISP Relationships: Building and maintaining good relationships with ISPs can help improve deliverability and sender trust.

Marketer view

Email marketer from SendGrid shares that ARF reports provide valuable data about which recipients are marking emails as spam. This data allows senders to promptly remove these recipients from their lists, thereby preventing future complaints and protecting their sender reputation. Automating the processing of ARF reports can streamline this process.

12 Aug 2021 - SendGrid

Marketer view

Email marketer from Litmus explains that spam complaints are a direct signal to ISPs about the quality of your email program. High complaint rates can lead to immediate deliverability issues, including emails being filtered into spam folders or blocked entirely. Consistent monitoring and prompt action based on FBL data are critical.

26 Feb 2023 - Litmus

What the experts say

5 expert opinions

Spam complaints inform ESPs through Feedback Loops (FBLs) and ARF reports. Yahoo sends FBLs to the DKIM signature domain registered for CFBL, or to a reporting address configured with the ESP. Google uses Google Postmaster Tools to show complaint metrics rather than a traditional FBL. Handling FBL reports involves suppressing addresses that generate complaints. ARF reports provide insights into why subscribers mark emails as spam, guiding senders to improve email content and targeting. These mechanisms are crucial for maintaining a clean mailing list and protecting sender reputation, as high complaint rates negatively impact deliverability.

Key opinions

  • Yahoo FBL: Yahoo sends FBLs to the DKIM signature domain or a configured reporting address.
  • Google Approach: Google provides complaint metrics via Google Postmaster Tools, not a traditional FBL.
  • Address Suppression: Handling FBL reports requires suppressing addresses generating complaints.
  • ARF Insight: ARF reports explain why subscribers mark emails as spam.
  • Reputation Impact: High complaint rates negatively impact deliverability and sender reputation.

Key considerations

  • FBL Setup: Ensure the correct DKIM domain or reporting address is configured with Yahoo to receive FBLs.
  • Google Postmaster Tools: Regularly monitor Google Postmaster Tools for complaint metrics to understand deliverability performance.
  • Prompt Action: Promptly suppress addresses identified in FBL reports to prevent future complaints.
  • Content Review: Analyze ARF reports to understand complaint reasons and adjust email content and targeting accordingly.
  • List Hygiene: Maintain a clean mailing list by regularly removing problematic recipients.

Expert view

Expert from Email Geeks explains that Yahoo sends a FBL back to the domain in the DKIM signature that has registered for the CFBL. If that is the ESP domain, then they will get that. Or, when you register you can have the reports sent to the ESP, which needs to be worked out with the ESP.

9 Sep 2023 - Email Geeks

Expert view

Expert from Email Geeks explains that if you're getting the FBL report then you have to handle the suppression of that address.

13 Mar 2022 - Email Geeks

What the documentation says

4 technical articles

Spam complaints are communicated to senders through Feedback Loops (FBLs) and Abuse Reporting Format (ARF) reports. Google's FBL forwards user complaints about specific messages to senders to help identify problematic campaigns. Yahoo's Complaint Feedback Loop (CFBL) allows senders to receive ARF reports when users mark emails as spam, requiring senders to process these reports and remove complaining users. The Abuse Reporting Format (ARF) is a standardized format for email feedback reports used by ISPs to notify senders of complaints, including details about the message and the complainant. Microsoft's Junk Email Reporting program, while not a direct FBL, contributes to assessing sender reputation by allowing users to report unwanted emails.

Key findings

  • Google's FBL: Google forwards user complaints to senders via its Feedback Loop (FBL).
  • Yahoo's CFBL & ARF: Yahoo's Complaint Feedback Loop (CFBL) provides ARF reports that require sender action.
  • ARF Standard: The Abuse Reporting Format (ARF) is a standardized format for complaint reports.
  • Microsoft's Reporting: Microsoft uses user reports to improve spam filters and assess sender reputation.

Key considerations

  • FBL Integration: Incorporate feedback loops into email sending practices to identify problematic campaigns.
  • ARF Processing: Establish a process for handling ARF reports and removing complaining users from mailing lists.
  • Format Understanding: Understand the information provided in ARF reports to address deliverability issues effectively.
  • Reputation Management: Take steps to manage sender reputation in light of feedback from Microsoft's reporting program.

Technical article

Documentation from Yahoo explains that the Complaint Feedback Loop (CFBL) allows senders to receive reports about user-reported spam complaints. Senders register their domains and set up a reporting address to receive ARF (Abuse Reporting Format) reports when Yahoo Mail users mark their emails as spam. The sender must then process these reports and remove complaining users from their mailing lists.

12 Jul 2022 - Yahoo

Technical article

Documentation from RFC Editor explains the Abuse Reporting Format (ARF), a standardized format for email feedback reports that ISPs use to notify senders of complaints. These reports typically include information about the original message, the complaining user, and the reason for the complaint, allowing senders to understand and address deliverability issues.

23 Dec 2021 - RFC Editor

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