Summary
High spam complaint rates during email warm-up are a complex issue stemming from various factors. Initial low sending volumes can skew the spam rate calculations, making even a few complaints appear significant. Poor list quality, irrelevant or poorly targeted content, and a lack of recognition from recipients contribute to increased spam reports. Inconsistent sending volumes, the use of spam trigger words, and failure to properly authenticate emails can also raise red flags with email providers. Actively engaging with feedback loops, focusing on relevant content, and only sending to engaged users is crucial for establishing a positive sending reputation during the warm-up phase. Always check the IP reputation before warming up the IP. Using double-opt ensures recipients want to receive emails.
Key findings
- Low Volume Amplification: Small send volumes make spam complaints appear proportionally higher.
- List Quality Matters: Poor list quality leads to more spam complaints.
- Content Relevance is Key: Irrelevant or untargeted content contributes to higher spam rates.
- Recognizability is Essential: Unfamiliar senders face higher spam reporting.
- Inconsistent Sending Hurts: Inconsistent volumes are viewed with suspicion.
- Spam Triggers are Risky: Using spam trigger words leads to complaints.
- Authentication is Crucial: Without proper authentication, emails appear suspicious.
- Feedback Loops are Valuable: Feedback loops offer insights into recipient reactions.
- Engagement Matters Most: Sending to engaged users lowers spam complaints.
- Clean list: Double opt-in keeps your list clean.
- Check Reputation: Check IP reputation prior to warming up.
Key considerations
- Ramp-Up Gradually: Increase sending volume slowly and steadily.
- Clean Your List: Remove inactive or invalid addresses regularly.
- Target Your Content: Send relevant and engaging content.
- Authenticate Everything: Implement SPF, DKIM, and DMARC authentication.
- Monitor Feedback: Actively monitor and respond to feedback loops.
- Engage Your Audience: Send emails recipients want to receive.
- Engage Contacts: Send emails to your most engaged contacts first.
- Check IP: Check IP reputation before warming up.
- Utilise double opt-in: Use double opt-in.
What email marketers say
14 marketer opinions
High spam complaint rates during email warm-up can be attributed to several factors. Low initial sending volumes can skew complaint rates. Poor list quality, irrelevant content, and lack of recipient familiarity contribute to users marking emails as spam. Inconsistent sending patterns, the use of spam trigger words, and lack of proper email authentication also raise red flags with email providers. Engagement (or lack thereof), double opt-in, and Gmail specific spam algorithms should also be considered.
Key opinions
- Low Volume Skew: Small initial send volumes amplify the impact of even a single spam complaint.
- List Quality: Outdated or purchased email lists lead to unengaged recipients and increased spam reports.
- Content Relevance: Irrelevant or untargeted content prompts users to mark emails as spam.
- Sender Recognition: Unfamiliar senders are more likely to be marked as spam, especially during initial warm-up.
- Inconsistent Sending: Erratic sending patterns raise suspicion with email providers.
- Spam Trigger Words: Use of spam-related words in subject lines increases the likelihood of complaints.
- Lack of Engagement: Low engagement (opens, clicks) from initial recipients signals potential issues.
- Denominator calculations: Gmail only includes emails that landed in the inbox in their denominator, which can skew spam rates if emails don't inbox that day.
Key considerations
- Gradual Volume Increase: Ramp up sending volume slowly and consistently to establish a positive sender reputation.
- List Hygiene: Regularly clean your email list to remove invalid or unengaged addresses.
- Targeted Content: Ensure your content is relevant and engaging to your target audience.
- Sender Authentication: Implement SPF, DKIM, and DMARC to verify your identity and build trust.
- Double Opt-In: Use double opt-in to ensure recipients want to receive emails from you.
- Monitor Feedback Loops: Monitor feedback loops to identify and address spam complaints promptly.
- Engage Contacts: Engage your most engaged contacts first.
- IP Reputation: Check the IP reputation to ensure the IP is not on any blocklists before warm-up.
Marketer view
Email marketer from Email Marketing Forum shares that using spam trigger words in your subject lines during warm-up can significantly increase spam complaints. Avoiding these words and focusing on clear, concise messaging is crucial for maintaining a positive sending reputation.
25 May 2022 - Email Marketing Forum
Marketer view
Marketer from Email Geeks explains that Counting today’s marks against today’s mail is just to get an idea of the scale of the issue. If the scale is very small, a high rate isn’t really a cause for concern.
26 Jan 2024 - Email Geeks
What the experts say
3 expert opinions
High spam complaint rates during email warm-up can be mitigated by focusing on establishing trust and monitoring recipient reactions. Setting up proper email authentication (SPF, DKIM, DMARC) before starting the warm-up process is essential. Additionally, monitoring spam complaints through feedback loops with major ISPs provides valuable data for adjusting sending practices. Sending exclusively to engaged users during warm-up minimizes complaints and builds a positive sender reputation.
Key opinions
- Authentication Importance: Proper email authentication (SPF, DKIM, DMARC) establishes trust with mailbox providers.
- Feedback Loops Value: Feedback loops offer insights into recipient reactions and spam complaints.
- Engaged Users Matter: Sending only to engaged users reduces spam complaints and builds positive reputation.
Key considerations
- Implement Authentication: Set up SPF, DKIM, and DMARC records before initiating the warm-up process.
- Establish Feedback Loops: Configure feedback loops with major ISPs to track spam complaints.
- Segment and Target: Focus sending efforts on users who have recently engaged with your emails or website.
Expert view
Expert from Spam Resource explains that setting up proper authentication (SPF, DKIM, DMARC) before beginning your warm-up process is crucial. This helps establish trust with mailbox providers from the start, reducing the likelihood of being marked as spam.
2 Jan 2025 - Spam Resource
Expert view
Expert from Spam Resource explains the importance of only sending to engaged users during the warm-up phase. Targeting recipients who have recently interacted with your emails or website helps minimize spam complaints and build a positive sender reputation.
9 Dec 2023 - Spam Resource
What the documentation says
5 technical articles
High spam complaint rates during email warm-up have a significant impact on sender reputation and deliverability. Spam reports directly impact sender reputation and trigger filters (Google). Feedback loops provide data on complaints to adjust sending (Microsoft). Proper sender authentication is crucial (RFC). Pre-warming IP reputation checks are recommended (Spamhaus) to avoid blocklists. Sending relevant email to only those who want it and awareness of sending limits are important factors (AWS).
Key findings
- Direct Reputation Impact: Spam reports directly harm sender reputation, triggering filters.
- Feedback Loop Importance: Feedback loops provide crucial data for adjusting sending practices.
- Authentication as Key: Proper sender authentication is vital for establishing trust.
- IP reputation is important: You should ensure your IP is not on any blocklists prior to warm-up.
- Relevant email: Only send email that your recipients want to receive and be aware of your sending limits.
Key considerations
- Implement Feedback Loops: Participate in feedback loop programs to monitor complaints.
- Authenticate Sending: Implement SPF, DKIM, and DMARC.
- Monitor Spam Reports: Actively monitor and address spam complaints.
- Check reputation: Check IP reputation before warming up.
- Relevant Email: Send only relevant email to recipients.
Technical article
Documentation from AWS shares that you should only send email that your recipients want to receive. Only send as much email as your recipients want to receive and be aware of your sending limits when warming up.
12 Jun 2022 - AWS
Technical article
Documentation from Spamhaus explains that you should check your IP reputation prior to warming up your ip to ensure your IP is not on any blocklists.
11 Nov 2024 - Spamhaus
Are IP warming services effective for improving email deliverability?
Do I need an IP warm-up when moving to a new ESP with shared IPs?
How do I contact the Yahoo postmaster for deliverability issues during IP warm-up?
How can I improve email deliverability for a client with a poor sender reputation and questionable email acquisition practices?
How do I contact the AT&T postmaster and what domains are associated with their email filtering?
Can Proofpoint implementation and MX record changes during IP warming affect email deliverability?
