Summary
A good spam rate is generally considered to be below 0.1%, meaning fewer than 1 in 1,000 recipients mark your emails as spam. Some suggest aiming even lower, around 0.05% (1 in 2,000). The spam rate is calculated as the number of spam complaints divided by the total number of emails sent. Maintaining a low spam rate is crucial for sender reputation and deliverability, as high rates can lead to blocklisting, junk filtering, and sending restrictions. Factors influencing spam rates include list quality, content relevance, sending frequency, and engagement levels. Feedback loops (FBLs) provide valuable data on spam complaints, offering insights beyond the percentage itself. Strategies for managing spam rates include regularly monitoring complaints, practicing good list hygiene (removing unengaged subscribers), using double opt-in, ensuring content relevance, and actively managing sender reputation.
Key findings
- Ideal Spam Rate: Aim for a spam rate below 0.1% (ideally 0.05%).
- Calculation: Spam rate = (Spam Complaints / Emails Sent) * 100.
- Reputation Impact: High spam rates damage sender reputation and deliverability.
- Influence Factors: List quality, content relevance, and sending frequency affect spam rates.
- Feedback Loops: Feedback loops provide essential spam complaint data.
- Google Postmaster Tools: Google Postmaster Tools suggests keeping the rate below 0.1%.
Key considerations
- Monitor Rates: Regularly monitor spam complaint rates.
- List Hygiene: Clean email lists and remove unengaged subscribers.
- Double Opt-in: Implement double opt-in for subscriber verification.
- Relevant Content: Create relevant and engaging content.
- Manage Reputation: Actively manage and protect sender reputation.
- Monitor FBLs: Monitor feedback loops to refine strategies.
What email marketers say
13 marketer opinions
A good spam rate is generally considered to be below 0.1%, meaning less than 1 out of every 1,000 recipients mark your emails as spam. Spam rate is calculated as the number of spam complaints divided by the total number of emails sent, expressed as a percentage. Maintaining a low spam rate is crucial for sender reputation and deliverability. High spam rates can indicate issues with list quality, content relevance, or engagement, potentially leading to restricted sending or blocklisting. Regularly monitoring spam complaints through tools like Google Postmaster Tools is essential. Low engagement rates can also contribute to increased spam complaints, making engaging content and targeted sending important. Using tactics like double opt-in and cleaning email lists can help reduce spam complaints.
Key opinions
- Ideal Spam Rate: A good spam rate is generally below 0.1% (1 in 1,000).
- Calculation: Spam rate is calculated as (spam complaints / emails sent) * 100.
- Impact: High spam rates negatively impact sender reputation and deliverability.
- DMARC Consideration: Passing DMARC doesn't guarantee good inbox placement; high spam rates can still indicate deliverability issues.
- Engagement: Low engagement can increase spam complaints.
Key considerations
- Monitoring: Regularly monitor spam complaint rates using tools like Google Postmaster Tools.
- List Hygiene: Clean email lists regularly to remove unengaged subscribers.
- Double Opt-In: Use double opt-in to ensure subscribers are genuinely interested.
- Content Relevance: Ensure content is relevant and engaging to reduce spam complaints.
- Sender Reputation: Proactively manage spam complaints to protect sender reputation.
Marketer view
Email marketer from Validity says that maintaining a low spam rate is crucial for good deliverability, however a high spam rate could mean low engagement rates, poor list management or irrelevant content, indicating a need for improvement in email marketing strategy.
26 Sep 2022 - Validity Blog
Marketer view
Marketer from Email Geeks suggests high spam rates despite passing DMARC may indicate the filter is testing the emails in the inbox and it isn't going well and the spam rate page counts only emails that inboxed.
27 May 2022 - Email Geeks
What the experts say
2 expert opinions
Feedback loops (FBLs) are important data sources for calculating and understanding spam rates, providing additional insights beyond just the percentage. Factors such as list quality, content relevance, and sending frequency influence complaint rates, and addressing these helps in managing and accurately interpreting spam rate percentages.
Key opinions
- Feedback Loops: Feedback loops (FBLs) provide crucial data on spam complaints.
- Influencing Factors: List quality, content relevance, and sending frequency impact complaint rates.
Key considerations
- FBL Monitoring: Monitor feedback loops to calculate and understand spam rates beyond basic percentages.
- Factor Optimization: Address list quality, content relevance, and sending frequency to manage spam rates effectively.
Expert view
Expert from Word to the Wise staff says that factors influencing complaint rates include list quality, content relevance, and sending frequency. Addressing these factors helps manage and interpret spam rate percentages accurately.
23 Oct 2023 - Word to the Wise
Expert view
Expert from Spam Resource explains feedback loops (FBLs) provide data on recipients marking messages as spam. Monitoring these FBLs can help calculate and understand spam rates, offering insights beyond just the percentage.
5 Mar 2022 - Spam Resource
What the documentation says
3 technical articles
Maintaining a spam rate below 0.10% in Google Postmaster Tools is crucial to avoid increased spam marking. High spam complaint rates negatively impact sender reputation, potentially leading to blocklisting and deliverability issues. When users mark emails as 'junk,' it contributes to the sender's spam score, potentially causing future emails to be filtered as junk.
Key findings
- Google Threshold: Keep spam rate below 0.10% in Google Postmaster Tools.
- Reputation Impact: High spam complaint rates negatively impact sender reputation.
- Junk Filtering: Marking emails as 'junk' increases spam scores, leading to potential filtering.
Key considerations
- Proactive Monitoring: Actively monitor and maintain spam rates in Google Postmaster Tools.
- Reputation Management: Implement practices to reduce spam complaints and protect sender reputation.
- User Experience: Prioritize a positive user experience to minimize 'junk' markings.
Technical article
Documentation from Google explains that you should keep the spam rate in Postmaster Tools below 0.10%. If you consistently remain above this spam rate, your emails will more likely be marked as spam.
29 Aug 2023 - Google
Technical article
Documentation from Spamhaus explains that high spam complaint rates negatively impact sender reputation, potentially leading to blocklisting and deliverability issues. Lower complaint rates indicate better list hygiene and engagement.
1 Jan 2025 - Spamhaus
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