What is the primary reason people mark wanted emails as spam?

The main reason is often a mismatch between the user's initial expectation at signup and the actual email content, frequency, or type received. They might have signed up for a single resource but then received ongoing marketing emails that they perceive as unsolicited.

How does the unsubscribe link impact spam complaints?

If the unsubscribe link is hard to find or the process is cumbersome, users are more likely to opt for the readily available 'mark as spam' button in their email client. Making unsubscribing clear and easy can reduce complaints.

Can accidental or fake sign-ups cause spam complaints?

Yes, if an email address is entered by someone other than the owner, or if a temporary/disposable email is used, the actual recipient may mark the email as spam because they never opted in or no longer want the communication.

Do transactional emails get marked as spam?

Yes, even transactional emails like receipts or password resets can be marked as spam if the recipient is confused by the sender or subject line, or if they are performing a 'mailbox cleaning' and don't differentiate between marketing and essential emails.

What is the long-term impact of spam complaints on my email program?

High spam complaints damage your sender reputation, leading to lower deliverability and a higher chance of your emails landing in the spam folder or your domain being placed on a blocklist. This negatively affects all your email campaigns.

Why do people mark wanted emails as spam after signing up? - Troubleshooting - Email deliverability - Knowledge base

It can be incredibly frustrating to see recipients mark your emails as spam, especially when they've explicitly signed up for your content. You might think, "But they asked for this! Why are they complaining?" This scenario is more common than you might imagine and can significantly impact your sender reputation and email deliverability. Understanding the underlying reasons for these complaints is crucial for maintaining a healthy email program.

The act of marking an email as spam, or filing a complaint, sends a strong negative signal to mailbox providers like

Gmail and

Outlook. Even a small percentage of spam complaints can lead to your legitimate emails being routed to the junk folder for other subscribers, or even cause your domain to be added to a blocklist (or blacklist). It is not always about malicious intent from the recipient, but rather a complex interplay of user behavior, expectation management, and sometimes, even technical quirks.

Let us explore the various factors that contribute to this puzzling phenomenon and discuss strategies to mitigate these complaints, ensuring your messages land where they belong: the inbox. By addressing these issues, you can improve your overall email deliverability and maintain a strong relationship with your audience.

Shifting expectations and the unsubscribe illusion

One of the primary reasons people mark emails as spam after signing up is a mismatch between their initial expectation and the actual email content or frequency. A user might sign up for a specific whitepaper or a one-time resource, expecting only that single item. When a subsequent welcome series or marketing emails start arriving, they perceive these as unsolicited, even if a small checkbox indicated they would receive more communications.

The unsubscribe link is often small, buried in the footer, or requires multiple clicks to complete. In contrast, the mark as spam button is typically prominently displayed within the email client interface. For many users, clicking this button feels like the quickest and most effective way to stop unwanted mail, without realizing the negative impact it has on the sender's reputation. This is why making the unsubscribe process very clear and easy is vital.

Sometimes, the

unsubscribe button is literally within the email client itself, not even a link in the email content. According to Ask Leo, the purpose of the 'Mark as spam' option is to train the spam filter. Recipients don't always distinguish between marketing and transactional emails. If they've already unsubscribed from marketing emails, but still receive a transactional email (like a receipt), they might mark it as spam if they don't want any further contact, even if it is a legitimate, wanted communication.

Clarify consent at signup

Clearly state what kind of emails the subscriber will receive and how often. Use specific language, for example, 'Sign up for our weekly newsletter' instead of just 'Stay updated.' If you have different types of content, allow users to select their preferences during or immediately after signup. This proactive approach helps manage expectations from the outset.

Accidental sign-ups and mailbox cleaning

Another common scenario involves email addresses being submitted by someone other than the actual owner. This could be a competitor attempting to sabotage your sender reputation by submitting a known email address and then marking it as spam. It could also be a user accidentally typing someone else's email address, or even deliberately using a fake or disposable address that happens to belong to someone else. In these cases, the actual recipient never opted in and will naturally mark the email as junk.

Sometimes, users might intentionally use a disposable or temporary email address for a one-time download or interaction, assuming they won't receive follow-up emails or that the address will quickly become inactive. When emails continue to arrive, they might revert to marking them as spam. For more insights into strange signups, consider reading Why am I getting a lot of strange signups?.

Some recipients also engage in periodic 'mailbox cleaning' where they go through their inbox and mass-mark emails as spam if they are no longer interested, even if they initially signed up. This behavior is particularly prevalent with certain mailbox providers, such as

AOL and

Yahoo, where the spam complaint button is often the most prominent way to manage unwanted mail. You can learn more about this in Why are AOL and Yahoo flagging emails as spam?.

User intent

One-time need: User needed a resource (e.g., whitepaper), completed a form, and received the expected email, but no longer wants further communication.
Accidental opt-in: Email address was entered by someone else, or a typo led to a non-consenting recipient.
Disposable address: User used a temporary email, expecting no ongoing relationship, and marks as spam once follow-ups arrive.

Sender intent

Automated series: User is added to an automated welcome or marketing series that wasn't clearly communicated upfront.
Unclear preference settings
: No option to specify interest in specific content or frequency during signup.
Missing unsubscribe: Unsubscribe link is not prominent or functional, forcing users to use the spam button.

Content mismatch and immediate regret

Even when recipients intentionally sign up, the very first email they receive can sometimes trigger a spam complaint. This often happens if the content of the welcome email, or the initial transactional email, is not what they immediately expected or provides less value than anticipated. For example, a welcome email going to spam can be particularly damaging.

If a user signs up for an account and then receives a confirmation email or a password reset email that looks suspicious, or doesn't immediately deliver the promised action (like a download link), they might instinctively hit the spam button out of confusion or frustration. This is particularly noticeable with transactional emails, which are generally expected to be delivered without issues.

The subject line and sender name play a critical role here. If the subject line is generic or doesn't clearly reflect the purpose of the email, it can be mistaken for unwanted solicitation. Similarly, if the sender name is not immediately recognizable, even for a known subscriber, it can lead to misidentification and a quick click of the spam button. This highlights the need for clear branding and concise messaging, especially in those crucial first interactions.

The convenience of the complaint button

In many email clients, marking an email as spam is simply the path of least resistance. It's often easier and faster than locating an unsubscribe link, clicking it, navigating to a preference center, and then confirming the unsubscribe. This convenience incentivizes users to use the spam button as a de facto unsubscribe mechanism, even for emails they technically opted into.

Mailbox providers are increasingly making the 'report spam' button very prominent, aiming to help users manage their inboxes and to collect valuable feedback for their spam filters. While this is beneficial for filtering out actual spam, it can inadvertently increase complaint rates for legitimate senders, particularly from users of services like

Hotmail, which have historically seen higher complaint rates.

The perception that marking an email as spam is a harmless way to clean an inbox is widespread. Many users are unaware that each complaint negatively impacts the sender's reputation, potentially leading to future emails being sent to the junk folder or even being blocklisted. This is why understanding your email domain reputation is so critical.

The impact of spam complaints

Damaged sender reputation: High complaint rates tell mailbox providers that your emails are not wanted, even if users signed up for them. This can lead to a damaged sender reputation, making it harder to reach the inbox.
Blocklisting risk: Persistent complaints can result in your sending IP or domain being added to public or private blocklists (blacklists), effectively halting your email delivery. Read what happens when your domain is on a blacklist to learn more.
Lower deliverability: Even if not blocklisted, increased spam complaints will likely cause your emails to land in the spam folder for other recipients, regardless of their engagement. This is a common email deliverability issue.

Views from the trenches

Best practices

Treat your welcome series with care, making sure it aligns with user expectations.

Segment your audience and send less frequently to inactive subscribers.

Ensure that unsubscribe options are always clear, easy to find, and functional.

Test and learn from your email campaigns to continuously improve engagement.

Common pitfalls

Using gated content (like whitepapers) for list building often leads to higher complaint rates.

Assuming implied consent, especially after a single interaction like a donation, can backfire.

Not having clear expectations set during the signup process about future email communications.

Relying solely on transactional emails to carry marketing messages after an unsubscribe.

Expert tips

Always honor unsubscribe requests promptly for both marketing and appropriate transactional emails.

Monitor complaint rates closely, especially for welcome emails, to identify issues early.

Differentiate clearly between marketing and transactional emails in your sending strategy.

Implement double opt-in to ensure subscribers genuinely want your emails and reduce fake sign-ups.

Marketer view

Marketer from Email Geeks says a competitor might sign up using your forms only to mark your emails as spam, which can impact your sender reputation.

2022-06-03 - Email Geeks

Marketer view

Marketer from Email Geeks says the spam button is an easy way for people to stop getting emails, especially if the unsubscribe option is not clear or if they anticipate being 'hammered with offers' after signing up for gated content.

2022-06-03 - Email Geeks

Moving forward to better deliverability

Understanding why users mark wanted emails as spam after signing up involves recognizing the nuances of user behavior, managing expectations, and optimizing your email program. It's not always a reflection of poor content or malicious intent, but often a matter of convenience or misunderstanding on the recipient's part.

By implementing clear consent practices, making unsubscribe options highly visible and easy to use, and continually monitoring your sender reputation, you can significantly reduce spam complaints. Prioritizing user experience and maintaining robust list hygiene are key to ensuring your emails consistently reach the inbox.