Summary
Most major email providers, including Microsoft, Google, Verizon Media (Yahoo, AOL), and Comcast, offer feedback loop (FBL) programs, which are vital tools for email marketers. These services allow senders to receive complaint data from recipients, crucial for maintaining a strong sender reputation and improving email deliverability. While specific program names and data types may vary, such as Microsoft's JMRP or Google's aggregated data via Postmaster Tools, the overarching goal remains the same: to help senders identify and respond to user complaints. Apple's iCloud Mail is a notable exception, as it does not provide an FBL service, advising alternative list management practices instead.
Key findings
- Primary Providers: Major email providers such as Microsoft (Outlook.com), Google (Gmail), Verizon Media (Yahoo, AOL), and Comcast reliably offer feedback loop programs, which are essential for email marketers.
- Microsoft's JMRP: Microsoft provides its feedback loop through the Junk Mail Reporting Program (JMRP), which is accessible via its Smart Network Data Services (SNDS) portal, allowing senders to receive complaint data from Outlook.com users.
- Google's Postmaster Tools: Gmail offers a feedback loop via Google Postmaster Tools, providing aggregated spam report data for domains authenticated with SPF and DKIM, which differs from traditional IP-based FBLs.
- Verizon Media's FBL: Verizon Media, encompassing both Yahoo Mail and AOL Mail, provides a feedback loop program that requires senders to register their sending IPs to receive complaint data directly.
- Comcast's Service: Comcast also offers a feedback loop service, allowing qualified email senders to monitor spam complaints, sometimes provided via Validity or through a DKIM-FBL header.
- Apple's Policy: Apple's iCloud Mail notably does not offer a feedback loop service. Instead, Apple encourages bulk email senders to proactively manage subscriber lists by suppressing inactive users, removing consistently bouncing addresses, and promptly honoring unsubscribe requests.
Key considerations
- Reputation Management: Feedback loops are crucial for senders to monitor spam complaints, manage sender reputation, and maintain strong email deliverability. They provide vital data for identifying and addressing recipient complaints efficiently, helping to clean subscriber lists and avoid blacklists.
- Access and Integration: Accessing FBL services often involves registering and understanding specific mechanisms, such as Microsoft's SNDS portal or Google's Postmaster Tools, and their unique data provision methods. Some providers may also offer FBL data through third-party services.
- Data Type Differences: It is important for senders to be aware that FBL data can vary, for example, Gmail's Postmaster Tools provide aggregated spam reports for authenticated domains, which differs from traditional IP-based complaint data offered by other providers.
What email marketers say
10 marketer opinions
A majority of leading email service providers furnish Feedback Loops (FBLs), which are indispensable for maintaining robust email deliverability and sender reputation. Key players like Microsoft, Verizon Media (encompassing Yahoo and AOL), and Comcast reliably provide these services, enabling senders to receive crucial complaint data. While Google's Gmail does not offer a traditional IP-based FBL, its Postmaster Tools provide aggregated spam report data that serves a similar vital function for domain reputation. Apple's iCloud Mail remains a notable exception, explicitly stating it does not offer an FBL service, instead guiding senders toward proactive list management practices such as promptly handling unsubscribes and removing inactive or bouncing addresses.
Key opinions
- Primary FBL Providers: Major email providers consistently offering Feedback Loops include Microsoft, Verizon Media (encompassing Yahoo and AOL), and Comcast, which are critical for receiving recipient complaint data.
- Gmail's Analytical Tools: While Gmail does not offer a traditional FBL, it provides similar functionality through Google Postmaster Tools, which delivers aggregated spam complaint data valuable for domain reputation management.
- Apple's Absence: Apple's iCloud Mail does not offer a Feedback Loop service; instead, it advises senders to proactively manage lists by suppressing inactive users and honoring unsubscribe requests.
- Other Noted Providers: Beyond the major players, some smaller Internet Service Providers also offer FBL data, with Comcast's service sometimes facilitated via Validity, and others like Seznam.cz and mail.ru also providing mechanisms.
Key considerations
- Diverse FBL Mechanisms: Senders need to understand that Feedback Loops operate through various mechanisms, from direct complaint forwarding (e.g., Microsoft JMRP) to aggregated data insights (e.g., Google Postmaster Tools), each requiring a tailored approach to data utilization.
- Importance for Deliverability: Accessing and responding to FBL data is essential for maintaining high email deliverability rates, as it allows senders to identify and address issues causing recipient complaints, thereby protecting sender reputation.
- Holistic List Management: For providers lacking FBLs, such as Apple, email marketers must implement comprehensive list hygiene strategies, including consistent monitoring of engagement, prompt unsubscribe processing, and proactive removal of inactive or bouncing addresses.
Marketer view
Email marketer from Email Geeks explains that Apple has never had a Feedback Loop (FBL) and Gmail also does not offer one.
17 Oct 2021 - Email Geeks
Marketer view
Email marketer from Email Geeks states that Yahoo and Comcast offer Feedback Loops (FBLs), noting Comcast's is via Validity, and that some other really small mailbox providers also send data via Validity.
6 Feb 2025 - Email Geeks
What the experts say
3 expert opinions
Feedback Loops (FBLs) are widely available from major email providers and are essential for maintaining strong email deliverability. Leading ISPs such as Gmail, Outlook.com (Microsoft), AOL, Yahoo!, Verizon Media, and Comcast all provide FBL services. These programs offer senders crucial data regarding recipient spam complaints, empowering them to effectively manage their mailing lists, promptly identify and address issues, and significantly improve their sender reputation and deliverability rates.
Key opinions
- Broad Availability from Major ISPs: Leading email providers, including Gmail, Outlook.com (Microsoft), AOL, Yahoo!, Verizon Media, and Comcast, consistently offer Feedback Loop programs.
- Purpose of FBLs: These services are designed to provide senders with critical data on spam complaints, helping them understand how recipients interact with their emails.
- Benefits for Senders: Leveraging FBL data allows senders to efficiently manage their mailing lists, remove disengaged or complaining users, and thereby enhance email deliverability.
Key considerations
- Importance for Deliverability: Feedback Loops are fundamental for any sender aiming to achieve high deliverability, as they provide direct feedback on user sentiment that impacts sender reputation.
- List Hygiene: Regular monitoring and action based on FBL data are vital for maintaining a clean and engaged subscriber list, reducing the likelihood of future spam complaints.
- Strategic Management: Senders should actively integrate FBL data into their email marketing strategy to identify patterns of complaints and adjust their sending practices accordingly.
Expert view
Expert from Email Geeks explains that Feedback Loops (FBLs) are uncommon and are now the exception for mailbox providers to offer.
14 Jul 2023 - Email Geeks
Expert view
Expert from Spam Resource explains that all major ISPs, including Gmail, Outlook.com (Microsoft), AOL, Yahoo!, and Comcast, offer Feedback Loops (FBLs) to help senders manage their mailing lists and improve deliverability by identifying users who mark emails as spam.
19 May 2023 - Spam Resource
What the documentation says
6 technical articles
Major email providers universally recognize the critical role of Feedback Loops (FBLs) in fostering a healthy email ecosystem. Services from industry leaders such as Microsoft (via JMRP), Google (through Postmaster Tools), Verizon Media (Yahoo and AOL Mail), and Comcast provide senders with crucial insights into recipient complaints. By offering direct access to spam report data, FBLs empower senders to proactively manage their lists, refine sending practices, and ultimately enhance deliverability and sender reputation.
Key findings
- FBLs from Major ISPs: Leading email providers, including Microsoft, Google, Verizon Media (Yahoo Mail, AOL Mail), and Comcast, consistently offer Feedback Loop programs.
- Diverse FBL Mechanisms: These providers utilize varied systems, such as Microsoft's JMRP, Google's aggregated data via Postmaster Tools, and Verizon Media's direct complaint data requiring IP registration.
- Essential for Sender Reputation: FBLs are indispensable tools for senders to receive timely complaint data, enabling them to identify issues, clean subscriber lists, and effectively manage their sender reputation.
- Industry-Wide Recognition: Industry bodies like M3AAWG emphasize that FBLs are vital for senders to respond to user complaints, significantly contributing to reduced unwanted email and overall email ecosystem health.
Key considerations
- Actively Use FBL Data: Senders should proactively leverage complaint data from FBLs to continuously refine their email strategies, ensuring content relevance and maintaining list engagement.
- Understand Data Nuances: It is crucial to understand the distinct types of FBL data, such as traditional IP-based complaints versus domain-based aggregated reports, to apply insights most effectively.
- FBLs for List Hygiene: Integrating FBL data into ongoing list hygiene practices is key to mitigating future complaints, improving user engagement, and sustaining high email deliverability rates.
- Third-Party Integration Benefits: Many email service providers, like SparkPost, integrate directly with major FBLs, streamlining the collection and analysis of complaint data for their users.
Technical article
Documentation from Microsoft Learn explains that Microsoft offers the Junk Mail Reporting Program (JMRP) as its feedback loop, accessible through its Smart Network Data Services (SNDS) portal, allowing senders to receive complaint data from Outlook.com users.
1 Nov 2023 - Microsoft Learn
Technical article
Documentation from Google Postmaster Tools Help clarifies that Gmail provides a feedback loop through its Postmaster Tools, offering aggregated spam report data for domains authenticated with SPF and DKIM, which differs from traditional IP-based FBLs.
28 Sep 2022 - Google Postmaster Tools Help
How do email service providers process feedback loop (FBL) emails to identify users and manage suppressions?
How does Gmail's Feedback Loop (FBL) work and what data does it provide?
What are the benefits and downsides of using Google's Feedback Loop (FBL) for email complaints, and what alternative tracking methods are available?
Where can I find a list of domains using the Yahoo Feedback Loop?
Which inbox providers offer feedback loops to manage complainers?
Which ISPs use DKIM domains for Feedback Loops (FBLs)?
