Summary
Recipients complain about emails even without DMARC implementation due to a combination of factors affecting sender reputation and deliverability. Key causes include direct feedback loops from ISPs when users mark emails as spam, manual spam marking by recipients, spam filters triggered by content or keywords, and issues related to shared IP addresses. Poor list hygiene, purchased email lists, misleading subject lines, difficult unsubscribe processes, and irregular sending volumes also contribute to complaints. Additionally, the 'From:' header using role addresses can lead to unintended complaint-based replies, and low engagement rates can cause emails to be filtered as spam. Spam traps and copied headers from legitimate messages further complicate the issue.
Key findings
- Feedback Loops: ISPs use feedback loops to forward complaints when users mark emails as spam.
- Manual Spam Marking: Recipients can manually mark emails as spam for reasons unrelated to DMARC.
- Content-Based Filtering: Spam filters may be triggered by keywords or content, leading to emails being marked as spam.
- Shared IP Risks: The actions of other senders on a shared IP address can negatively impact your reputation.
- List Hygiene: Poor list hygiene results in increased bounce rates and spam complaints.
- Purchased Lists Dangers: Purchased lists often contain spam traps and invalid addresses.
- Misleading Content Consequences: Misleading subject lines and deceptive content lead to complaints.
- Unsubscribe Difficulty: Difficult unsubscribe processes can increase complaint rates.
- Irregular Volume Patterns: Irregular sending volumes can trigger spam filters.
- Role Addresses Impact: Using role addresses in the 'From:' header can result in unintended complaints.
- Low Engagement Effects: Low engagement causes emails to be filtered or marked as spam.
- Spam Traps Detection: Spam traps cause blocklisting and increased complaints.
- Copied Headers Risks: Random spam copying headers from legitimate messages can confuse filters.
Key considerations
- Monitor & Respond: Monitor and actively respond to feedback loops to understand spam complaints.
- Clean Lists Regularly: Regularly clean email lists to remove unengaged and invalid addresses.
- Avoid List Purchasing: Avoid purchasing email lists to prevent spam trap issues and reputation damage.
- Be Transparent & Clear: Ensure subject lines and content are transparent to reduce complaints.
- Simplify Unsubscribing: Make unsubscribing easy to reduce the likelihood of spam complaints.
- Maintain Volume Stability: Maintain a consistent sending volume to avoid triggering spam filters.
- Segment Email Marketing: Segment emails for more personalized content.
- Optimize Sending: Optimize email sending.
- From Header Optimization: Optimize the "From" header.
What email marketers say
10 marketer opinions
Recipients complain about emails even without DMARC for various reasons impacting sender reputation and deliverability. These include direct feedback loops from ISPs when users mark emails as spam, recipients manually marking emails as spam due to unwanted content, and spam filters being triggered by keywords or content regardless of DMARC setup. Issues with shared IP addresses, poor list hygiene (old or unengaged addresses), purchased lists with spam traps, and misleading content also contribute to complaints. Irregular sending volume and difficult unsubscribe processes exacerbate the problem.
Key opinions
- Feedback Loops: ISPs forward complaints through feedback loops when recipients mark emails as spam, directly impacting sender reputation.
- Manual Spam Marking: Recipients can manually mark emails as spam/junk for reasons unrelated to DMARC (e.g., unwanted content).
- Spam Filters: Email clients may use filters based on content or keywords, leading to emails being marked as spam even without DMARC.
- Shared IP Issues: If on a shared IP address, the actions of other senders can negatively affect your reputation.
- Poor List Hygiene: Sending to old or unengaged addresses can lead to increased complaints.
- Purchased Lists: Purchased email lists often contain spam traps and invalid addresses, increasing complaint rates.
- Misleading Content: Misleading subject lines or deceptive content can lead to spam complaints.
- Unsubscribe Issues: Difficult or absent unsubscribe options can increase complaints.
- Sending Volume: Irregular sending volume can trigger spam filters and lead to increased complaints.
Key considerations
- Monitor Feedback Loops: Set up and monitor feedback loops to identify and address the reasons behind spam complaints.
- Improve List Hygiene: Regularly clean your email list to remove unengaged or invalid addresses.
- Avoid Purchased Lists: Never use purchased email lists, as they often contain spam traps and can damage your sender reputation.
- Be Transparent: Ensure your subject lines and content are transparent and avoid misleading recipients.
- Ease of Unsubscribe: Make it easy for recipients to unsubscribe from your emails.
- Maintain Consistent Sending: Establish and maintain a consistent sending volume to avoid triggering spam filters.
- Email Segmentation: Target content based on user interests and behaviour. This ensures a better user experience.
Marketer view
Email marketer from HubSpot points out that irregular sending volumes can trigger spam filters and result in increased complaints, even if DMARC is properly configured.
5 Sep 2022 - HubSpot
Marketer view
Email marketer from Neil Patel's Blog explains that feedback loops forward complaints from ISPs. If recipients mark your emails as spam, the ISP sends a complaint back to you (if you've set up a feedback loop).
8 Feb 2025 - Neil Patel's Blog
What the experts say
7 expert opinions
Recipients complain about emails even without DMARC due to factors affecting sender reputation and deliverability. These include direct feedback loops from recipients to mailbox providers, manual complaints, and the use of role addresses in the 'From' header. High complaint rates, regardless of DMARC, damage sender reputation due to unwanted content, confusing branding or aggressive sending cadences. Sending to Spam traps also triggers spam complaints and poor list hygiene and irrelevant content contributes to this. Low engagement with emails is also a factor.
Key opinions
- Feedback Loops: Complaints are a direct feedback loop to mailbox providers, impacting sender reputation regardless of DMARC.
- Manual Complaints & Role Addresses: Recipients' manual complaints and use of role addresses in the 'From' header contribute to complaints even without DMARC.
- Spam Traps: Spam traps cause blocklisting and decreased deliverability, triggering spam complaints even with DMARC.
- Poor List Hygiene: Poor list hygiene and irrelevant content increase complaints, impacting deliverability.
- Low Engagement: Low engagement leads to filtering and spam marking, resulting in complaints despite DMARC implementation.
- Random Spam with Copied Headers: Some complaints result from random spam that copies headers from legitimate messages, creating confusion.
Key considerations
- Monitor & Address Complaints: Actively monitor and address complaints to understand the reasons behind them.
- Improve List Hygiene: Implement stringent list hygiene practices to remove spam traps and unengaged users.
- Content Relevance & Engagement: Focus on delivering relevant content and improving user engagement to reduce complaints.
- Implement DMARC: While not a standalone solution, implementing DMARC can help in specific scenarios and enhance overall email security.
- Avoid Role Addresses in From: Avoid using role addresses (e.g., sales@) in the 'From' header to minimize unintended complaint responses.
- Branding Clarity: Clear and consistent branding helps users recognise and trust your emails, reducing accidental spam reports.
Expert view
Expert from Email Geeks explains that the received-spf wasn't added by Google, it was copied from a previous delivered message. It looks like random spam that copied headers from one of the clients legit messages.
5 Feb 2023 - Email Geeks
Expert view
Expert from Email Geeks initially was confused how someone is getting complaints. Steve Atkins (WttW) then explains it is likely due to manual complaints from the recipient or because the 822.From is a role address, so a reply from the recipient would get to them, even without DMARC.
24 Sep 2022 - Email Geeks
What the documentation says
4 technical articles
Recipients get complaints even without DMARC implementation primarily due to factors influencing sender reputation and direct user actions. The 'From:' header can lead replies to role addresses generating unintended complaints, user-reported spam above 0.3% causes deliverability issues, and a high volume of complaints directly filters email even by Microsoft. Setting up feedback loops can also show complaints regardless of authentication methods.
Key findings
- From Header: The 'From:' header directs replies, and using role addresses can lead to unintended complaints.
- Spam Rate Threshold: A spam rate exceeding 0.3% results in deliverability problems irrespective of DMARC.
- Complaint Volume: A high complaint volume triggers email filtering, directly affecting sender reputation, even without DMARC.
- Feedback Loops: Complaint Feedback Loops allow senders to see when users mark their emails as spam regardless of DMARC implementation.
Key considerations
- Avoid Role Addresses: Avoid using role addresses in the 'From:' header to minimize unintended complaint-based replies.
- Reduce Spam Rate: Strive to keep your spam rate below 0.3% to maintain good deliverability.
- Manage Complaints: Proactively manage and address user complaints to improve sender reputation.
- Implement FBLs: Establish complaint feedback loops with major ISPs to monitor and address user-reported spam issues proactively.
Technical article
Documentation from Microsoft explains that a high volume of complaints (even without DMARC) can cause Microsoft to filter your email. User complaints directly impact sender reputation.
23 Nov 2023 - Microsoft
Technical article
Documentation from Google specifies that a spam rate consistently above 0.3% will cause deliverability issues, regardless of DMARC. User-reported spam is a direct indicator of the quality of your email program.
9 Sep 2021 - Google
Do Yahoo and Gmail require DMARC authentication for senders?
How can I ensure email compliance with Yahoo/Google rules including DMARC, SPF, and FcrDNS?
How do DMARC, spam complaints, and IP reputation affect email deliverability and rejections?
How do SPF, DKIM, and DMARC affect email deliverability with Cvent?
How do SPF, DKIM, and DMARC email authentication standards work?
Why does legitimate email fail DMARC even when doing everything right?
