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Summary

The identifier count in Google Postmaster Tools Feedback Loop (FBL) reflects the number of users who marked messages with a specific identifier as spam. These identifiers, embedded in email headers, allow senders, particularly ESPs, to trace complaints back to specific campaigns, clients, or mail streams, helping to pinpoint the source of abuse and improve deliverability. FBL data also provides insights into overall complaint trends. Exceeding certain complaint thresholds triggers feedback loop messages, negatively impacting sender reputation. Proactive monitoring, data correlation, and immediate investigation of complaint spikes are crucial for maintaining email performance. While identifiers generally need to be registered, Google may make educated guesses in some cases.

Key findings

  • Complaint Rate Thresholds: Feedback loop messages are triggered when the complaint rate exceeds a certain threshold.
  • Identifier Specificity: Only complaints associated with one ID are reflected in the FBL identifier count.
  • Complaint Representation: Identifier count reflects the number of people who complained about mail with that identifier.
  • Source Identification: Feedback-ID helps tie complaints back to mailings, identifying spam complaint sources.
  • Trend Analysis: FBL data allows tracking of overall complaint trends, despite not providing complainer details.
  • Deliverability Impact: High complaint rates from FBLs negatively affect sender reputation.
  • Spoofing Detection: FBL helps identify campaigns spoofing organization headers.

Key considerations

  • Proactive Monitoring: Regularly review FBL reports to identify and resolve deliverability issues.
  • Data Correlation: Correlate FBL identifiers with email content and sending practices.
  • Rapid Response: Investigate sudden spikes in FBL complaints immediately.
  • Registration Best Practices: Ensure proper registration of Feedback-ID headers.
  • ESP Application: ESPs need to monitor FBLs for abuse originated on their platforms.
  • Performance Evaluation: Use FBL data to assess email deliverability performance.

What email marketers say

11 marketer opinions

The identifier count in Google Postmaster Tools Feedback Loop (FBL) reflects the number of complaints associated with a specific identifier embedded in email headers. These identifiers help senders track complaints back to specific campaigns, segments, or mail streams. Monitoring these counts allows senders to identify the source of spam complaints, assess the effectiveness of their email practices, and maintain a good sender reputation. High complaint rates reported through FBLs can negatively impact deliverability, emphasizing the importance of addressing issues promptly. Proactively monitoring and correlating FBL data with email content and sending practices enables senders to reduce spam complaints and improve overall email performance.

Key opinions

  • Complaint Thresholds: Exceeding certain complaint rate thresholds triggers feedback loop messages, indicating potential deliverability issues.
  • Identifier Tracking: Feedback-ID (identifier) allows tying complaints back to specific mailings or segments, facilitating source identification.
  • Complaint Count: FBL identifier value represents the number of complaints linked to a specific identifier.
  • Reputation Impact: High complaint rates via FBLs negatively affect sender reputation, leading to deliverability problems.
  • Problem Identification: Sudden complaint spikes often indicate campaign-specific problems like poor targeting or misleading content.

Key considerations

  • Proactive Monitoring: Regularly review FBL reports to identify and resolve deliverability issues proactively.
  • Data Correlation: Correlate FBL identifiers with email content and sending practices to reduce spam complaints.
  • Immediate Investigation: Acknowledge and investigate any spikes in FBL reported complaints.
  • Deliverability Improvement: Use FBL data to understand recipients’ perceptions and improve deliverability practices.
  • ESP Application: FBLs are crucial for Email Service Providers (ESPs) to identify and address abuse on their platforms.

Marketer view

Marketer from Email Geeks explains that a feedback loop message is sent when the complaint rate exceeds a certain threshold.

26 May 2023 - Email Geeks

Marketer view

Email marketer from Litmus explains Feedback Loops (FBLs) are a way for mailbox providers to provide feedback to senders about complaints. High complaint rates reported through FBLs can negatively impact sender reputation.

12 Apr 2023 - Litmus

What the experts say

5 expert opinions

The identifier count in Google Postmaster Tools Feedback Loop (FBL) represents the number of individuals who marked emails with a particular identifier as spam. This count helps senders, particularly Email Service Providers (ESPs), to track complaints, pinpoint sources of abuse, and address issues related to specific campaigns, clients, or mail streams. While registration of these identifiers might be expected, Google may sometimes make educated guesses. Ultimately, understanding and utilizing these identifiers is crucial for maintaining email deliverability and sender reputation.

Key opinions

  • Complaint Attribution: The identifier count reflects the number of individuals who complained about emails with a specific identifier.
  • ESP Utility: FBL identifiers are particularly valuable for ESPs to identify and address abuse on their platforms.
  • Data Aggregation: Feedback-ID headers allow senders to view spam complaints in aggregate, connecting them to specific campaigns or clients.
  • Identifier Registration: While registration of identifiers is the standard practice, Google might make educated guesses in some cases.

Key considerations

  • Source Identification: Use identifier counts to pinpoint the sources of spam complaints within your email program.
  • Abuse Mitigation: Address and remediate issues related to identified sources of abuse to maintain deliverability.
  • Deliverability Monitoring: Closely monitor identifier counts to assess the effectiveness of your email sending practices.

Expert view

Expert from Spam Resource highlights that Feedback Loop (FBL) identifiers are specifically useful for Email Service Providers (ESPs) to pinpoint and address abuse originating from their platform, enhancing the overall quality and reliability of their services.

11 Apr 2024 - Spam Resource

Expert view

Expert from Email Geeks explains that only one of the IDs with complaints is reflected in the FBL identifier count.

23 Jul 2024 - Email Geeks

What the documentation says

3 technical articles

The identifier count in Google Postmaster Tools Feedback Loop (FBL) represents the number of unique identifiers associated with user-marked spam messages. The FBL helps identify campaigns spoofing an organization's headers by embedding unique identifiers in message headers to pinpoint the source of abuse. While individual complainer details are not provided by Gmail, this FBL data offers insights into overall complaint trends and helps trace abuse back to its origin.

Key findings

  • Spam Identification: The identifier count reflects the number of unique identifiers linked to messages marked as spam by users.
  • Spoofing Detection: The Feedback Loop (FBL) aids in identifying campaigns that are spoofing an organization's headers.
  • Source Pinpointing: Unique identifiers embedded in message headers help pinpoint the source of abuse.
  • Trend Insights: FBL data offers insights into overall complaint trends, even though individual complainer details are not provided.

Key considerations

  • Implement Identifiers: Embed unique identifiers in message headers to leverage the benefits of the Feedback Loop.
  • Monitor FBL Data: Regularly monitor FBL data to identify and address the sources of abuse.
  • Analyze Complaint Trends: Analyze overall complaint trends using FBL data to improve email sending practices.

Technical article

Documentation from Google Postmaster Tools Help states that the Identifier count reflects the number of unique identifiers for which users marked messages as spam.

4 Dec 2021 - Google Postmaster Tools Help

Technical article

Documentation from SparkPost describes Feedback Loop identifiers and states using identifiers helps trace abuse back to the originator. They emphasize that while Gmail doesn't directly provide details about complainers, FBL data offers insights into overall complaint trends.

5 Aug 2021 - SparkPost

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