Summary
Multiple inbox providers and services offer feedback loops (FBLs) to assist senders in managing complainers and enhancing email deliverability. Key players include major ISPs like Gmail, Yahoo, AOL, and Microsoft, as well as Return Path, which provides a centralized FBL service. Smaller ISPs may offer FBLs, often managed through third-party partnerships. Actively using these FBLs to identify and remove recipients who mark emails as spam is critical for maintaining a positive sender reputation and preventing deliverability issues. Some FBLs have specific requirements, such as email authentication.
Key findings
- Major ISPs: Gmail, Yahoo, AOL, and Microsoft offer feedback loops.
- Return Path Centralization: Return Path offers a centralized feedback loop service for numerous ISPs.
- Third-Party Options: Smaller ISPs may utilize third-party services for FBL management.
- Proactive Management: Actively monitoring and responding to FBL data is crucial for managing email lists and sender reputation.
- Authentication: Gmail's FBL requires email authentication (SPF, DKIM, DMARC).
Key considerations
- Signup Requirements: Some providers, like Yahoo! and AOL, require sign-up to access their feedback loops.
- Smaller ISP Variability: Smaller ISPs may have varying FBL options and requirements.
- List Hygiene: Regularly processing complaint data and removing complainers is essential.
- Continuous Monitoring: Continuous monitoring and response to feedback loops are necessary for maintaining deliverability.
- SNDS as an Alternative: Microsoft's SNDS offers data on IP reputation but isn't a direct FBL.
What email marketers say
7 marketer opinions
Various inbox providers offer feedback loops (FBLs) to help senders manage complainers and improve email deliverability. Major providers like Gmail, Yahoo, AOL, and Microsoft provide FBLs. Return Path manages FBLs for 22 ISPs. Some smaller ISPs offer FBLs too. Using FBLs involves identifying and removing users who mark emails as spam, leading to improved sender reputation and proactive deliverability management.
Key opinions
- Major Providers: Gmail, Yahoo, AOL, and Microsoft offer feedback loops.
- Return Path: Return Path manages FBLs for 22 participating ISPs (IP and Domain).
- Smaller ISPs: Some smaller ISPs provide feedback loops, often via third-party services.
- Proactive Management: Actively monitoring and responding to FBL data allows proactive management of email lists.
- Improved Deliverability: Using feedback loops helps identify and remove complainers, improving deliverability.
Key considerations
- Sign-up Requirements: Some feedback loops require sign-up to receive reports (e.g., Yahoo! and AOL).
- List Hygiene: Regularly processing complaint data and removing complainers is crucial.
- Proactive Approach: A proactive approach with feedback loops enables identification and resolution of deliverability problems quickly.
- Third-Party Services: Some ISPs manage FBLs through third-party services, requiring a different approach.
- Sender Reputation: Using feedback loops helps maintain a positive sender reputation and avoid spam traps.
Marketer view
Marketer from Email Geeks shares a list of inbox providers with feedback loops, including Return Path FBLs (IP and Domain) with 22 participating ISPs, Earthlink (IP), Verizon Media Group (Yahoo and AOL, Domain), Seznam (Domain), and Zoho (IP).
17 Nov 2021 - Email Geeks
Marketer view
Email marketer from Litmus explains that feedback loops are vital for maintaining a good sender reputation. They emphasize that actively monitoring and responding to FBL data allows senders to proactively manage their email list and avoid being flagged as spam.
19 Apr 2023 - Litmus
What the experts say
2 expert opinions
Experts from Word to the Wise and Spam Resource agree that feedback loops (FBLs) are essential for maintaining a healthy email program and improving deliverability. Major mailbox providers such as Gmail, Yahoo, AOL, and Microsoft offer FBLs that allow senders to identify recipients marking their messages as spam. Analyzing and acting on this data by removing complainers is crucial for a positive sender reputation.
Key opinions
- Essential Tool: Feedback loops are a critical tool for senders to maintain a healthy email program.
- Major Providers: Gmail, Yahoo, AOL, and Microsoft offer feedback loops.
- Identify Complainers: Feedback loops allow senders to identify recipients marking messages as spam.
- Improve Deliverability: Removing complainers improves deliverability.
Key considerations
- Provider Requirements: Check each provider's specific requirements for setting up and using their feedback loops.
- Actionable Data: Analyzing and acting on FBL data is crucial.
- Maintain Reputation: Proactively managing feedback loops helps maintain a positive sender reputation.
Expert view
Expert from Spam Resource answers question about feedback loops. They explain that feedback loops (FBLs) are a critical tool for senders to maintain a healthy email program. By subscribing to FBLs offered by providers like AOL, Yahoo, and Gmail, senders receive reports about recipients who mark their emails as spam. Analyzing and acting on this data is crucial for improving sender reputation and email deliverability.
7 Oct 2021 - Spam Resource
Expert view
Expert from Word to the Wise explains that many mailbox providers offer feedback loops, including Gmail, Yahoo, AOL, and Microsoft. These feedback loops allow senders to identify recipients who mark their messages as spam and remove them from their mailing lists to improve deliverability. She recommends checking each provider's specific requirements for setting up and using their feedback loops.
29 Aug 2023 - Word to the Wise
What the documentation says
4 technical articles
Several resources detail feedback loops (FBLs) available for managing complainers. Return Path provides a centralized FBL service with participating ISPs. Gmail offers an FBL for senders authenticating with SPF, DKIM, and DMARC. Microsoft offers Smart Network Data Services (SNDS) for monitoring IP reputation. SparkPost emphasizes processing FBL reports from ISPs like AOL and Yahoo to remove complainers, which is essential for a good sender reputation.
Key findings
- Return Path Centralized FBL: Return Path provides a centralized FBL service where participating ISPs report complaints.
- Gmail FBL: Gmail provides an FBL for authenticated senders (SPF, DKIM, DMARC) to identify high spam complaint campaigns.
- Microsoft SNDS: Microsoft offers Smart Network Data Services (SNDS) for monitoring IP reputation and complaint rates.
- SparkPost Recommendation: SparkPost recommends processing FBL reports from AOL and Yahoo to remove complainers.
Key considerations
- Authentication: Gmail's FBL requires email authentication (SPF, DKIM, DMARC).
- Proactive Management: Actively processing FBL reports and removing complainers is crucial for a good sender reputation.
- Alternative to FBL: Microsoft SNDS provides data to address complaints but isn't a direct FBL.
- List Management: Maintaining a clean email list using feedback loops is essential for a good sender reputation.
Technical article
Documentation from SparkPost explains that maintaining a clean email list using feedback loops is essential for a good sender reputation. They recommend actively processing FBL reports from ISPs like AOL and Yahoo to remove complainers immediately.
10 May 2024 - SparkPost
Technical article
Documentation from Microsoft explains that they provide the Smart Network Data Services (SNDS) program, which allows senders to monitor their IP reputation and complaint rates. While not a direct FBL, it provides data that helps senders identify and address issues that lead to complaints in Outlook.com and Hotmail inboxes.
31 Dec 2022 - Microsoft
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