Why do affiliate spammers use the 'report spam' button instead of an 'unsubscribe' link?
Matthew Whittaker
Co-founder & CTO, Suped
Published 5 May 2025
Updated 17 Aug 2025
7 min read
It can be perplexing to receive an unsolicited email that, instead of a clear unsubscribe link, offers a button to 'report spam'. This tactic, often employed by malicious affiliate spammers, is designed to manipulate the recipient’s actions and, in turn, influence how email providers perceive their sending practices. It's a subtle but significant distinction from legitimate email marketing, which adheres to clear opt-out mechanisms.
Understanding why spammers resort to this trick is crucial for both recipients trying to manage their inboxes and legitimate senders striving to maintain a positive sender reputation. It sheds light on the cat-and-mouse game between those who abuse email systems and the providers working to protect users.
Why spammers avoid unsubscribe links
Legitimate email marketing is governed by regulations like the CAN-SPAM Act in the U.S., which mandate a clear and easy way for recipients to opt out of emails. Spammers, by definition, operate outside these legal frameworks. Providing a functional unsubscribe link would directly undermine their goal, as it would lead to a reduction in their list size. They want to keep your email address active and continue sending messages, even if unwanted.
When a recipient clicks a true unsubscribe link, it ideally signals to the sender (and their email service provider) that the user no longer wishes to receive communications. This process is essential for maintaining good email deliverability. Spammers, however, are not interested in deliverability in the traditional sense, but rather in maximizing the volume of emails sent, hoping for a tiny conversion rate. They operate on a 'spray and pray' model, where list hygiene is detrimental to their business.
Some spammers might even include fake unsubscribe links that, when clicked, simply confirm that your email address is active, making you a more valuable target for future spam campaigns or even for sale to other malicious parties. This is why it's generally advised not to click unsubscribe on emails you suspect are spam, especially if you never signed up for them.
The risk of clicking 'unsubscribe'
Validation: Clicking confirms your email is active and monitored, making it a prime target for more spam.
Malware/Phishing: Fake links can lead to malicious websites or trigger malware downloads.
Increased Spam: Your address might be sold or added to more spam lists.
The deceptive purpose of 'report spam' buttons
The reason spammers might offer a 'report spam' button *within* their email (as opposed to you using your email provider’s standard spam button) is insidious. This internal button is designed to redirect your complaint away from the actual mailbox provider (MBP) like Gmail or Yahoo. If you click their internal report spam button, it sends the complaint to *them*, not to the email service that can actually filter their mail.
This effectively allows the spammer to game the system. By funneling complaints through their own mechanism, they try to prevent those complaints from being registered with the major ISPs and email service providers. This tactic makes it appear as though their emails are not generating high spam complaint rates, thereby preserving their (often already poor) sender reputation. They might even categorize these spam reports as a form of engagement, which can deceptively inflate their metrics for affiliate programs.
The goal is to avoid the real consequences that come with high spam complaints, such as being blocklisted or having their IP addresses flagged. By controlling the complaint mechanism, they attempt to stay under the radar of major email security systems. This allows them to continue sending unwanted emails for longer, maximizing potential revenue from their illicit affiliate activities.
Method of Reporting
Recipient's Action
Impact on Sender
Email Provider's Button
Clicking the native 'Report Spam' button in your inbox.
Directly impacts sender's reputation, leads to blocklisting, and informs ESPs of abusive behavior. Very effective.
Spammer's In-Email Button
Clicking a 'Report Spam' link or button embedded within the spam email content.
Minimizes direct impact on sender reputation with MBPs; may validate your email as active. Less effective for stopping spam.
The consequences for affiliate spammers
While affiliate spammers may attempt to circumvent official spam reporting channels, their tactics rarely go unnoticed indefinitely. Mailbox providers are constantly evolving their algorithms to detect and mitigate malicious activity. Signals beyond direct spam button clicks, such as low engagement rates, bounces, and other user behaviors, contribute to a sender’s overall reputation.
When users consistently delete or ignore emails from a particular sender, or if spam traps are hit, these negative signals accumulate. Over time, even if direct spam complaints are redirected, the sender’s IP address or domain will still be flagged as suspicious. This often leads to their emails being sent straight to the spam folder, or even rejected entirely.
The ultimate consequence for these spammers is diminished reach and effectiveness. Once an IP or domain is placed on a major email blacklist (or blocklist), their ability to deliver emails to inboxes is severely compromised. This makes their affiliate spamming efforts largely futile. Recovery from such a blocklist can be incredibly challenging and time-consuming, often requiring a complete change in sending infrastructure and a commitment to legitimate practices.
The legitimate approach to email management
In contrast to spammers, legitimate email marketers prioritize user experience and compliance. They provide clear, easy-to-use unsubscribe links, often mandated by recent sender requirements from major providers. This not only complies with regulations but also fosters trust and helps maintain a healthy sending reputation. An easily accessible unsubscribe option, even a one-click unsubscribe, is a hallmark of responsible email practices.
Ethical email marketing revolves around sending relevant content to engaged subscribers. When subscribers no longer find content relevant, a quick unsubscribe is preferred over them marking the email as spam. A spam complaint carries a much heavier penalty for a sender's reputation than an unsubscribe request. Therefore, making it straightforward to opt out is in a legitimate sender's best interest.
For recipients, the best course of action for unwanted emails is almost always to use your email provider's built-in 'report spam' or 'junk' button. This sends a direct signal to your provider, helping them improve their spam filters and ultimately protecting your inbox and others from similar unwanted messages. This is especially true for emails where you never intentionally subscribed.
Spammer tactics
Avoid Compliance: They bypass regulations like CAN-SPAM by not offering a functional unsubscribe link.
List Retention: Their primary goal is to keep your email on their list for future campaigns.
Metric Manipulation: Internal 'report spam' buttons are used to redirect complaints and inflate engagement figures.
Risk of Blocklisting: Despite tactics, high negative signals ultimately lead to blocklists.
Legitimate sender practices
Full Compliance: They adhere to all email marketing laws, including clear unsubscribe options.
Healthy List: They encourage unsubscribes to remove disengaged users, improving list quality.
Transparency: They prefer unsubscribes over spam complaints to protect sender reputation.
Reputation Building: Prioritize inbox placement through consistent positive sending behaviors.
Views from the trenches
Best practices
Always include a clear, functional unsubscribe link in your emails to comply with regulations and maintain a good sender reputation.
Monitor your complaint rates via Google Postmaster Tools and other feedback loops; high rates indicate issues that need immediate attention.
Educate your subscribers on how to add your email to their safe sender list to reduce accidental spam reports.
Regularly clean your email lists to remove inactive or unengaged subscribers who are more likely to mark emails as spam.
Common pitfalls
Ignoring unsubscribe requests or making the process difficult, which often leads to increased spam complaints and blocklistings.
Using deceptive tactics like embedding a 'report spam' button that doesn't go to the ISP, only delays the inevitable negative consequences.
Sending emails to purchased or old lists, as these often contain spam traps or unengaged users who will mark messages as spam.
Failing to monitor deliverability metrics, leading to a decline in inbox placement and an increase in emails landing in spam folders.
Expert tips
Affiliate marketing isn't inherently bad, but it can be abused; ensure clear expectations and honor opt-in/opt-out requirements.
Placing the unsubscribe link prominently, even at the top of the email, can decrease complaint rates overall.
Email providers are sophisticated; even if you try to redirect complaints, they will detect negative engagement signals.
If your emails are marked as spam, it's a clear indicator that your email strategy needs immediate adjustment.
Expert view
Expert from Email Geeks says affiliate spammers often avoid unsubscribe links due to legal obligations to stop mailing people, or to move unsubs to different affiliate programs, but it’s simpler to omit the link altogether. The in-email 'report spam' button is often an attempt to reduce complaints reported to mailbox providers and make their mail appear wanted, or even count as a paid engagement event.
2024-01-29 - Email Geeks
Marketer view
Marketer from Email Geeks says they have seen bad actors use this tactic before and while they had to take action, they found it to be a clever approach.
2024-01-29 - Email Geeks
Understanding spammer motivations
The tactic of using an internal 'report spam' button instead of a functional unsubscribe link is a clear indicator of malicious intent from affiliate spammers. Their goal is to avoid legitimate email governance, retain active email addresses for future abuse, and manipulate metrics to appear less harmful than they are.
However, email providers are sophisticated. They continuously refine their spam detection methods, looking beyond simple clicks to comprehensive engagement signals. Ultimately, these deceptive tactics lead to severe consequences for spammers, including IP and domain blocklisting, rendering their email efforts ineffective.
For recipients, the safest and most effective way to deal with unsolicited emails is to use your email provider's native spam reporting features. For legitimate senders, embracing transparent and easy unsubscribe options is not just a matter of compliance, but a foundational pillar for building and maintaining a strong domain reputation and ensuring long-term deliverability.
Gmail or 
Yahoo. If you click their internal report spam button, it sends the complaint to *them*, not to the email service that can actually filter their mail.
