Why do people mark wanted emails as spam after signing up?

Summary

People mark wanted emails as spam after signing up for a multitude of reasons spanning user experience, expectations, technical factors, and changing preferences. A primary driver is the ease of using the spam button as an unsubscribe method, particularly when the unsubscribe process is cumbersome. Mismatched expectations, unclear consent during signup, unrecognized sender information, and misleading subject lines also contribute. Technical issues like poor sender reputation, hitting spam traps, and inconsistent sending practices play a role. Finally, changing user interests, inbox overload, and accidental spam reports due to interface confusion also factor into the problem.

Key findings

  • Easy Unsubscribe: The spam button is often the easiest way for users to unsubscribe.
  • Mismatched Expectations: Content not aligning with signup promises leads to spam reports.
  • Unclear Consent: Vague signup processes result in users not understanding what they agreed to.
  • Sender Recognition: Unrecognized senders prompt users to mark emails as spam.
  • Misleading Content: Dishonest subject lines and low-value content trigger spam complaints.
  • Technical Issues: Poor sender reputation and hitting spam traps increase spam reports.
  • Changing Interests: Evolving user interests lead to previously desired content being marked as spam.
  • Inbox Overload: Users dealing with overflowing inboxes may use the spam button to manage emails.
  • Accidental Actions: Accidental spam marking due to interface confusion is a factor.

Key considerations

  • Simplify Unsubscribe: Make unsubscribing as easy as possible.
  • Set Clear Expectations: Ensure users know what they're signing up for and what content they'll receive.
  • Maintain Sender Recognition: Use a consistent and recognizable sender identity.
  • Provide Valuable Content: Deliver content that users find valuable and relevant.
  • Practice List Hygiene: Regularly clean email lists to remove inactive and unengaged subscribers.
  • Monitor Sender Reputation: Actively monitor and maintain a good sender reputation.
  • Optimize Sending Practices: Maintain consistent sending volumes and IP addresses.
  • Be Mindful of Consent: Ensure transparent consent processes.

What email marketers say
15Marketer opinions

People mark wanted emails as spam for a variety of reasons, often related to user experience and expectations. Easy unsubscribe options are key, as users may opt for the spam button if unsubscribing is difficult or not obvious. Unclear consent processes, unrecognized sender information, misleading subject lines, or a mismatch between promised and delivered content can also lead to spam complaints. Sending too frequently or at inconvenient times can also annoy recipients. Finally, sometimes users forget they signed up or are no longer interested in the content.

Key opinions

  • Easy Unsubscribe: If unsubscribing is difficult, users will often use the spam button instead.
  • Expectation Mismatch: If the content doesn't match expectations set at signup, users may mark as spam.
  • Unclear Consent: Users may not understand what they're signing up for, leading to complaints.
  • Sender Recognition: Unrecognized sender information leads to confusion and spam reports.
  • Misleading Content: Deceptive subject lines and low-value content cause frustration and spam complaints.
  • Frequency: Too many emails in a short timeframe annoys subscribers.
  • Loss of Interest: Users' interests change, so what was once relevant may no longer be.
  • Accidental Actions: Users may accidentally mark emails as spam due to unfamiliarity with the interface
  • Third party email: User email may be signed up to third party websites without their knowing.

Key considerations

  • Clear Consent: Ensure consent processes are transparent and users understand what they're signing up for.
  • Easy Unsubscribe: Make unsubscribing simple and obvious in every email.
  • Recognizable Sender: Use a consistent and recognizable 'From' name and email address.
  • Relevant Content: Deliver content that matches user expectations and provides clear value.
  • Manage Frequency: Send emails at reasonable intervals and respect user inbox preferences.
  • Honest Subject Lines: Write accurate subject lines that reflect the email content.
  • Monitor feedback loops: Set up and actively monitor feedback loops, so you are aware of your complaint rate.
  • List Hygiene: Regularly clean your email list of inactive subscribers and unengaged addresses to reduce spam complaints.
Marketer view

Email marketer from Email Geeks asks: are the consent processes clear to the end user in terms of expectations?

August 2022 - Email Geeks
Marketer view

Email marketer from Email Geeks shares that many people know that the complaint button is an easy way to unsubscribe. Is there also any chance the subject line or something else could have confused some people into not realizing it was the white paper they asked for?

May 2021 - Email Geeks
Marketer view

Marketer from Email Geeks explains that in many cases of complaints about wanted emails, the person who entered the email address isn't the same person receiving the email. Or people may be using an email address that is not actually theirs.

December 2024 - Email Geeks
Marketer view

Email marketer from HubSpot answers if the subject line is misleading or doesn't accurately reflect the content of the email, subscribers might feel tricked and mark it as spam. Ensure subject lines are honest and relevant.

July 2023 - HubSpot
Marketer view

Email marketer from EmailOctopus explains that user expectations play a huge role; if the content doesn't match what they anticipated, or if the frequency is too high, subscribers may opt to mark emails as spam rather than unsubscribe.

September 2021 - EmailOctopus
Marketer view

Email marketer from Mailjet answers that sending emails too frequently, or at inconvenient times, can annoy subscribers and lead them to mark emails as spam. Respect their inbox and send emails at appropriate intervals.

March 2025 - Mailjet
Marketer view

Email marketer from Litmus answers that a broken or hard-to-find unsubscribe link can frustrate subscribers, leading them to mark emails as spam instead. Make unsubscribing easy and accessible.

May 2023 - Litmus
Marketer view

Email marketer from Validity (formerly ReturnPath) explains that inconsistent sending volumes or IP addresses can raise red flags with email providers, increasing the likelihood of emails being marked as spam. Maintain consistent sending practices.

May 2021 - Validity
Marketer view

Email marketer from Campaign Monitor answers that if subscribers don't see clear value in the emails they receive, they're more likely to mark them as spam. Ensure your emails provide valuable content or offers.

November 2022 - Campaign Monitor
Marketer view

Email marketer from Sender.net shares that if the 'From' name or email address isn't easily recognizable, recipients might mark the email as spam because they don't remember subscribing or trusting the sender.

August 2021 - Sender.net
Marketer view

Email marketer from Email Marketing Forum responds that people's interests change over time. They might have been interested in the topic when they signed up, but no longer find it relevant and mark the emails as spam instead of unsubscribing.

May 2021 - Email Marketing Forum
Marketer view

Email marketer from Email Geeks explains that people complain as an easy way to stop getting emails, especially if expectations aren't clearly set regarding what will be received after providing their email address.

April 2021 - Email Geeks
Marketer view

Email marketer from Reddit shares that people often forget they subscribed, especially if it was a while ago or part of a promotion. They may not recognize the email and mark it as spam without thinking.

October 2022 - Reddit
Marketer view

Email marketer from Email Geeks explains that if complaining is easier than unsubscribing, you'll get more complaints. Make the unsubscribe or preferences link easier to see. Also check that the unsubscribe works just in case. For the most part, more complaints are seen on sources that gate access for email.

January 2025 - Email Geeks
Marketer view

Email marketer from Quora explains that users might accidentally mark wanted emails as spam due to confusion or unfamiliarity with the interface. They might be trying to unsubscribe or delete the email but click the wrong button.

February 2024 - Quora

What the experts say
4Expert opinions

Experts suggest that users mark wanted emails as spam for several reasons, including a simple way to unsubscribe or because they are offended at having to provide their email address. Other factors include not recognizing the sender due to a long delay or branding differences, changing consumer priorities and preferences, and the overall problem of inbox overload.

Key opinions

  • Easy Unsubscribe Method: The spam button serves as the easiest unsubscribe method for some users.
  • Offense at Email Provision: Users may be offended at having to provide an email in the first place.
  • Sender Recognition: Failure to recognize the sender leads to marking emails as spam.
  • Changing Priorities: Changing consumer priorities and preferences contribute to spam reports.
  • Inbox Overload: Consumers facing inbox overload may mark wanted emails as spam to control their inbox.

Key considerations

  • Complaint alone is not everything: A single complaint is not an indication of something wrong with the email program. Complaints happen for a multitude of reasons
  • Unsubscribe Process: Review and make the unsubscribe process easier to action
  • Sender Branding: Maintain consistent and recognizable branding.
  • Consumer Priorities: Recognize that consumer priorities and preferences may change.
  • Inbox Management: Respect consumer inbox management needs and try to keep mail relevant.
Expert view

Expert from Email Geeks explains that a complaint is just the recipient saying they no longer want the email. They may use the complaint button as the easiest way to unsubscribe or because they are offended at having to provide their email in the first place. James recommends honoring their wish and moving on, focusing on the overall trend of complaints.

November 2021 - Email Geeks
Expert view

Expert from Word to the Wise explains that subscribers might mark wanted emails as spam if they don't recognize the sender or remember signing up. This can be due to a long delay between signup and the first email, or if the branding is different from what they expected.

November 2023 - Word to the Wise
Expert view

Expert from Word to the Wise shares that consumers change their mind, have different priorities and different capacities at different times and often, more email is a bigger problem. They are probably on too many lists, and will simply mark things as spam to try and control their inbox.

September 2023 - Word to the Wise
Expert view

Expert from Email Geeks explains that complaints happen for various reasons, even with good email practices, and that a complaint alone doesn't indicate a sender is doing something wrong.

December 2022 - Email Geeks

What the documentation says
4Technical articles

Documentation highlights that high spam complaint rates negatively impact email deliverability, potentially leading to emails being filtered as spam. Hitting spam traps can also hurt sender reputation, increasing complaints from unintended recipients. Making unsubscribing easy is crucial, as difficult or non-existent options encourage spam reports. Maintaining a good sender reputation by monitoring and addressing complaints is vital for successful email delivery.

Key findings

  • High Complaint Rates Hurt Deliverability: A significant percentage of users marking emails as spam leads to filtering by email providers.
  • Spam Traps Increase Complaints: Hitting spam traps damages sender reputation and increases complaints.
  • Difficult Unsubscribe Leads to Spam Reports: Complicated or missing unsubscribe options encourage users to mark emails as spam.
  • Sender Reputation is Crucial: A good sender reputation is essential for successful email delivery.

Key considerations

  • Monitor Complaint Rates: Regularly check and address spam complaint rates to maintain deliverability.
  • Avoid Spam Traps: Implement measures to prevent hitting spam traps, such as verifying email addresses.
  • Implement Easy Unsubscribe: Make unsubscribing easy and obvious in every email.
  • Maintain Sender Reputation: Actively monitor and maintain a good sender reputation by following best practices.
Technical article

Documentation from Spamhaus describes how a poor sender reputation, based on factors like spam complaints, can cause email providers to filter emails as spam. Monitoring and maintaining a good sender reputation is crucial.

November 2024 - Spamhaus
Technical article

Documentation from RFC Editor specifies List-Unsubscribe header. It explains if the unsubscribe process is difficult, confusing, or non-existent, recipients are more likely to mark emails as spam as a quicker solution.

February 2025 - RFC Editor
Technical article

Documentation from Google explains that high spam complaint rates can negatively impact deliverability. If a significant percentage of users mark emails from a sender as spam, Gmail may start filtering those emails to the spam folder for other users as well.

August 2022 - Google
Technical article

Documentation from Microsoft explains that hitting spam traps will impact your sending reputation which can lead to more complaints if users are receiving email that they did not subscribe for.

June 2024 - Microsoft