Summary
A definitive global suppression list to block habitual complainers is not broadly available or recommended. Experts caution against over-reliance on ESP-wide suppression due to the risk of blocking legitimate emails. Best practices emphasize proactive list hygiene, respecting recipient preferences (unsubscribes), and using Feedback Loops (FBLs) provided by ISPs to automatically identify and remove complainers, boosting sender reputation and deliverability. Email verification tools can also help identify risky addresses before sending, while honeypot addresses offer a method for catching spammers. Segmenting and personalizing emails combats list fatigue, further improving engagement.
Key findings
- No Global List: There isn't a single, universally accepted global suppression list for habitual complainers.
- Overblocking Risk: Broad suppression carries the risk of blocking legitimate emails, negatively impacting user experience.
- ESP-Wide Caution: Adding emails to ESP-wide suppression should be a last resort, not a first choice.
- User Frustration: Complaints often arise from poor email practices like a lack of consent or ineffective unsubscribing.
- Feedback Loops (FBLs): FBLs are a crucial tool for identifying and removing complainers, enhancing sender reputation and deliverability.
- Email Verification: Email verification services can identify potentially problematic addresses before sending.
- List Hygiene: Maintaining a clean list through removing inactive subscribers and processing bounces is crucial.
- Email List Fatigue: Email list fatigue can be avoided by segmenting emails, personalizing emails and removing inactive users.
Key considerations
- Responsible Practices: Prioritize responsible email marketing practices like obtaining consent and honoring unsubscribes.
- Targeted Suppression: Favor targeted suppression using FBLs over broad, generalized lists to minimize collateral damage.
- User Experience Focus: Create a positive user experience by ensuring emails are relevant, targeted, and easily unsubscribable.
- Careful Implementation: Exercise caution when implementing any suppression measures to avoid unintended blocking of valid recipients.
- FBL Participation: Actively participate in Feedback Loops provided by ISPs to identify and manage complainers effectively.
- Proactive Approach: Take a proactive approach to list management, regularly cleaning and verifying email addresses.
What email marketers say
7 marketer opinions
While a universally accessible global email suppression list for habitual complainers doesn't exist, various strategies and tools help manage complainers and maintain a healthy email list. These include leveraging ESP-provided suppression lists (although coverage varies), using email verification services to identify risky addresses before sending, and implementing internal list hygiene practices like removing unengaged subscribers. The concept of 'honeypot' addresses for automatic suppression is also discussed. Ultimately, a multi-faceted approach focusing on proactive list management, data quality, and engagement is crucial for protecting sender reputation and optimizing email deliverability.
Key opinions
- No Global List: A single, universally accessible global suppression list for habitual complainers does not exist.
- ESP/Vendor Lists: Some ESPs and vendors offer shared suppression lists, but participation and coverage vary significantly.
- Email Verification: Email verification tools can identify and remove risky addresses (including potential complainers) before sending, enhancing sender reputation.
- List Hygiene: Regular list cleaning practices, such as removing inactive subscribers and managing bounces, are essential for improving engagement and deliverability.
- Honeypot Addresses: Employing 'honeypot' email addresses can automatically identify and suppress spammers or those sending to improperly obtained lists.
- Email Fatigue: Email marketers combat list fatigue by personnalizing and segmenting email lists and by removing unengaged users.
Key considerations
- Proactive Approach: Prioritize proactive list management and data quality over relying solely on external suppression lists.
- Multi-Layered Strategy: Implement a multi-faceted approach that combines email verification, list hygiene, and engagement-based segmentation.
- Vendor Due Diligence: Carefully evaluate the coverage and reliability of shared suppression lists offered by ESPs or vendors.
- Privacy Compliance: Ensure all list management practices comply with relevant privacy regulations (e.g., GDPR, CCPA).
- Email Segmentation: Segment your emails so that your userbase recieves the best level of personalized content and increase user engagement.
Marketer view
Email marketer from StackExchange describes a concept of using honeypot email addresses, that if are emailed, would automatically add the user to a suppression list.
17 Jul 2023 - StackExchange
Marketer view
Email marketer from Litmus discusses how to combat email list fatigue and improve engagement. They talk about segmenting and personnalising emails better and to remove unengaged users from your email lists.
3 Sep 2024 - Litmus
What the experts say
6 expert opinions
The consensus from experts is that a global email suppression list for habitual complainers doesn't broadly exist or isn't recommended due to potential overreach and unintended consequences, such as blocking desired emails. ESP-wide suppression should be a last resort. Instead, focusing on responsible email practices, such as confirming email addresses and honoring unsubscribe requests, is crucial. Feedback Loops (FBLs) provided by ISPs are essential tools for identifying and automatically removing complainers, improving sender reputation and deliverability.
Key opinions
- No Universal List: A single, universally used global suppression list isn't available or recommended.
- Risk of Overblocking: Broad suppression lists can inadvertently block legitimate emails, causing negative user experiences.
- ESP-Wide Caution: Adding emails to an ESP-wide suppression list should be a final measure.
- User Frustration: User complaints often stem from poor email practices like lack of confirmation and ineffective unsubscribing.
- Feedback Loops (FBLs): FBLs are essential for identifying and removing complainers, improving sender reputation.
Key considerations
- Responsible Practices: Implement responsible email marketing practices, including confirming addresses and honoring unsubscribes.
- Targeted Suppression: Focus on targeted suppression using FBLs rather than broad, generalized lists.
- User Experience: Prioritize user experience by ensuring emails are relevant and easily unsubscribable.
- Careful Implementation: Implement any suppression cautiously to avoid unintended blocking.
- FBL Participation: Actively participate in FBLs provided by ISPs.
Expert view
Expert from Email Geeks shares that Kickbox does not currently have a global suppression list, but he has blocked a tiny handful of domains. He notes the risk of blocking too broadly, as people may miss important emails.
1 Oct 2024 - Email Geeks
Expert view
Expert from Spam Resource explains complaint feedback loops (FBLs) and how they allow you to identify users that flag emails as spam. By utilizing FBLs you are able to maintain your email lists and improve deliverability.
16 Feb 2022 - Spam Resource
What the documentation says
5 technical articles
Email deliverability documentation emphasizes respecting recipient preferences by promptly processing unsubscribe requests and removing complainers. Maintaining a clean list is crucial, using methods like feedback loops to identify complainers and bounce processing. While blocklists exist to filter spam, proactively managing your list based on engagement and complaints is essential for optimal deliverability and avoiding spam filters.
Key findings
- Respect Preferences: Email senders should always honor recipient preferences, including unsubscribes and complaints.
- Clean List Crucial: Maintaining a clean email list is vital for avoiding spam filters and ensuring good deliverability.
- Feedback Loops: Feedback loops (FBLs) are recommended to identify and manage complainers effectively.
- Bounce Processing: Properly handling bounced emails (hard and soft) is important for email hygiene.
- Blocklists Exist: Blocklists are used by email providers to filter spam, but proactive list management is still crucial.
Key considerations
- Prompt Unsubscribes: Ensure a prompt and easy unsubscribe process.
- Monitor Complaints: Actively monitor complaint rates and adjust sending practices accordingly.
- Utilize FBLs: Implement and utilize feedback loops to automate complainer removal.
- Analyze Bounces: Regularly analyze bounce data to identify and remove invalid addresses.
- Proactive Management: Proactively manage your email list based on engagement and complaints, not just reactive measures.
Technical article
Documentation from RFC Editor describes the mechanism for dealing with bounced email, it explains that senders should be prepared to receive hard and soft bounce notifications, these mechanisms are often used in email hygiene.
29 Jun 2021 - RFC Editor
Technical article
Documentation from ReturnPath describes the use of feedback loops and how they can be used to track, analyze and act on complainers. By integrating into feedback loops email marketing lists will automatically remove complainer emails.
29 Mar 2024 - ReturnPath
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