Summary
Determining an acceptable email complaint rate is complex and multifaceted, with the optimal benchmark generally considered to be below 0.1%. However, many experts suggest aiming lower, around 0.05% or even 0.02%, for improved deliverability. Rates exceeding 0.1% are widely flagged as problematic, potentially leading to deliverability issues and damage to sender reputation. It's also crucial to consider that a *lack* of complaints may indicate deliverability problems, suggesting emails aren't even reaching recipients. Factors like the calculation method used, the specific mailbox provider (MBP), and overall sending context (volume, audience, content) significantly influence what's deemed acceptable. Maintaining excellent list hygiene, proactively managing sender reputation, and actively monitoring feedback loops are crucial for success.
Key findings
- General Benchmark: The vast majority of sources recommend maintaining a complaint rate below 0.1%.
- Ideal Rates: Many suggest striving for even lower rates, such as 0.05% or 0.02%, for best results.
- 0.1% as a Trigger: A complaint rate consistently above 0.1% is a common trigger for deliverability problems and damage to sender reputation.
- Google's Recommendation: Google specifically advises keeping spam rates below 0.10% and ideally below 0.03%.
- Context is Key: There's no single 'magic number'; context, including calculation methods and MBP, greatly influence acceptable rates.
- Zero Complaint Caveat: A consistent lack of complaints may indicate deliverability problems, as emails might not even be reaching the inbox.
Key considerations
- Calculation Methods: The way the complaint rate is calculated (e.g., complaints per sent email vs. complaints per delivered email) significantly impacts what's an acceptable threshold.
- MBP Specifics: Acceptable rates vary between different Mailbox Providers (MBPs) like Gmail, Yahoo, etc. Monitoring complaints at each provider is therefore vital.
- List Hygiene: Good list hygiene practices, including regular scrubbing to remove inactive or disengaged subscribers, are essential for lowering complaint rates.
- Engagement & Targeting: Segmenting email lists based on engagement, sending highly targeted and relevant content, and offering easy opt-out options are crucial for minimizing complaints.
- Proactive Monitoring: Proactively managing your sender reputation and actively monitoring complaint rates and feedback loops enables a quick response to emerging deliverability issues. Feedback loops must be used for monitoring.
- Other Metrics: Complaint rates shouldn't be viewed in isolation. It should be viewed in conjunction with other metrics like bounces, delivery rates, opens, and unsubscribes.
What email marketers say
16 marketer opinions
Determining an acceptable email complaint rate benchmark involves considering various perspectives and factors. While a universally 'perfect' rate doesn't exist, the consensus leans towards keeping complaint rates below 0.1%. Many sources suggest aiming even lower, around 0.05% or even 0.02%, for optimal deliverability. Exceeding 0.1% is often seen as a trigger for deliverability issues and damage to sender reputation. However, the calculation method, specific mailbox provider, and the overall sending context significantly influence what's considered acceptable. A consistent rate of zero complaints might also indicate deliverability problems.
Key opinions
- General Benchmark: Most sources agree that an acceptable complaint rate should be below 0.1%.
- Ideal Rates: Several sources suggest aiming for even lower rates, such as 0.05% or 0.02%, for better deliverability.
- Campaign Monitor Thresholds: Campaign Monitor instantly suspends accounts that hit 0.5% and flags those around 0.05%.
- Zero Complaints Caution: A consistent rate of zero complaints might indicate deliverability issues, as emails may not be reaching recipients.
- MBP Variance: Acceptable rates can vary by mailbox provider (MBP), making it crucial to monitor complaints at each provider.
- Gmail Consideration: Complaint rates for Gmail should be kept under 0.1% as a general rule, with some sources stating to try keep it less than 0.1% for Gmail as a priority.
- Sender Score impact: A low complaint rate is a key element of a high Sender Score.
Key considerations
- Calculation Method: How the complaint rate is calculated (e.g., complaints/sends vs. complaints/delivered) significantly impacts the acceptable threshold.
- Contextual Factors: Complaint rates must be considered alongside other metrics like bounces, delivery rate, opens, and unsubscribes.
- List Hygiene: Maintaining a clean email list, removing inactive subscribers, and validating email addresses are vital for reducing complaints.
- Segmentation & Content: Segmenting email lists, sending targeted content, and providing easy opt-out options can help minimize complaints.
- FBLs: Many providers don't offer FBLs and they will make your overall rate really low.
- Proactive approach: Actively managing your sender reputation and monitoring complaint rates are very important.
Marketer view
Marketer from Email Geeks thought it was 0.01% as well, though more recently 0.03%. It’s important to note that it’s a ratio of a specific mailbox provider meaning it’s important to see where those complaints are coming from.
12 May 2023 - Email Geeks
Marketer view
Email marketer from Mailjet explains that a good complaint rate is below 0.05%. Mailjet recommends actively managing your sender reputation to keep it as low as possible. They also recommend setting up feedback loops and monitoring complaint rates on a regular basis.
4 Apr 2023 - Mailjet
What the experts say
5 expert opinions
Experts emphasize several critical points regarding acceptable email complaint rates. There is no single 'allowable' rate, with thresholds varying across mailbox providers, especially Gmail. A good reputation, achieved through low complaint rates, is essential for inbox placement and engagement. Calculation methods significantly influence the acceptable rate. Managing complaints is crucial for maintaining a healthy sender reputation, with a recommendation to keep complaint rates low and stable.
Key opinions
- Reputation Impact: Low complaint rates are critical for maintaining a positive sender reputation and achieving good inbox placement.
- No Single Rate: There's no one-size-fits-all 'allowable' complaint rate; thresholds vary by provider.
- Gmail Thresholds: Complaint thresholds vary at different providers, especially Gmail.
- Measurement: Measurements can be done using '<3 per 1000` sent', but domain tracking is recommended as FBL data is not always available across all domains.
Key considerations
- Calculation Method: The calculation method (e.g., complaints/(send or delivered)) greatly influences the acceptable threshold. With 50-60% Gmail addresses, a good rate is sub 0.05%; for complaints / (sent to domains you get complaints for) 0.1% may be acceptable.
- Stable Rates: Maintaining a low and stable complaint rate is preferred to prevent deliverability issues.
- Complaints Management: Managing complaints is essential for a healthy sending reputation; proactive handling is key.
- Total Sent vs Complaints: Its very important to look at the number of emails that are sent versus the number of complaints received. It's not just about the rate, but the overall context of your sending.
Expert view
Expert from Email Geeks suggests using measurements of `<3 per 1000` sent, but recommends tracking by domain as not all domains send FBL data back.
26 Aug 2021 - Email Geeks
Expert view
Expert from Email Geeks emphasizes that the biggest question is how you're calculating the complaint rate, as thresholds vary. If it's complaints/(send or delivered) with 50-60% Gmail addresses, a good rate is sub 0.05%. If it's complaints / (sent to domains you get complaints for) then an acceptable complaint rate is probably going to be in the 0.1% or so range.
22 Mar 2023 - Email Geeks
What the documentation says
6 technical articles
Technical documentation consistently highlights the importance of maintaining low complaint rates for optimal email deliverability. Google recommends staying below 0.10% and ideally below 0.03%. While Microsoft SNDS doesn't provide a specific number, high complaint rates indicate potential problems. Validity emphasizes lower complaint rates correlating with better deliverability, and both SparkPost and Postmark consider rates above 0.1% as problematic. Amazon SES warns that rates above 0.1% can damage sender reputation and offers strategies to reduce complaints.
Key findings
- Google's Recommendation: Google recommends keeping spam rates below 0.10% and ideally below 0.03%.
- Microsoft's Indicator: Microsoft SNDS uses complaint rates as an indicator of potential issues, but does not provide a specific benchmark.
- Validity's Correlation: Validity emphasizes that lower complaint rates correlate with better deliverability.
- 0.1% Threshold: SparkPost, Postmark, and Amazon SES consider complaint rates above 0.1% as indicators of deliverability problems or potential reputation damage.
Key considerations
- Proactive Management: Proactively managing subscriber lists and content to minimize complaints is crucial.
- List Quality & Sending Habits: High complaint rates may indicate list quality issues, sending habits, or content problems, as highlighted by Microsoft SNDS.
- Best Practices: Following email marketing guidelines and best practices is essential for maintaining low complaint rates, as recommended by SparkPost.
- Explicit Consent & Easy Opt-Out: Obtaining explicit consent and providing easy unsubscribe options are crucial strategies for reducing complaint rates, according to Amazon SES.
Technical article
Documentation from Amazon SES explains that complaint rates above 0.1% can potentially damage your sender reputation and affect your account's ability to send emails. They also share strategies for reducing complaint rates, such as obtaining explicit consent, allowing easy unsubscribe options, and only sending relevant content.
22 Feb 2023 - Amazon Web Services
Technical article
Documentation from SparkPost shares that a complaint rate above 0.1% indicates deliverability problems. SparkPost recommends ensuring that you follow all guidelines and best practices, send relevant content to subscribers, and take measures to optimize results.
16 Sep 2023 - SparkPost
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