Summary
Seeing 0% in the Gmail Postmaster Tools Feedback Loop (FBL) generally indicates either low email volume, a very low spam complaint rate, or both. Gmail's FBL is designed to highlight anomalous campaigns with high complaint rates, rather than providing comprehensive data daily. A properly configured `Feedback-ID` header, SPF, DKIM, and DMARC are essential. 0% can be normal, indicating no significant issues. Providers like Gmail have volume thresholds; small tests may not generate data, even with a few spam complaints. Not seeing FBL data isn't necessarily a problem, and could be considered 'no news is good news'.
Key findings
- Low Volume/Complaint Rate: Gmail needs sufficient email volume and/or complaints to display FBL data.
- Anomalous Reporting: FBL is designed for anomalous campaigns, not comprehensive data.
- Normal Operation: 0% can indicate no significant issues with sending practices.
- Threshold Dependent: Gmail (and other providers) have volume thresholds before generating data.
Key considerations
- Implement FBL Correctly: Ensure the Feedback-ID header is properly configured.
- Set up Authentication: Verify SPF, DKIM, and DMARC are configured.
- Maintain Consistent IPs: Use consistent sending IPs.
- Review Volume and Complaint: Review sending volume and complaint rate.
- Test Considerations: Small tests may not generate feedback data.
What email marketers say
10 marketer opinions
Seeing 0% in Gmail Postmaster Tools Feedback Loop often indicates either low email volume, a very low spam complaint rate, or both. Gmail's feedback loop is designed to highlight anomalous campaigns with high complaint rates rather than providing comprehensive data for all campaigns daily. A properly configured Feedback-ID header, along with correct SPF, DKIM, and DMARC settings, is also essential for data to appear. A 0% reading can also be normal, indicating no significant issues with your email sending practices.
Key opinions
- Low Volume: Insufficient email volume may not meet Gmail's threshold for generating feedback loop data.
- Low Complaint Rate: A minimal spam complaint rate relative to email volume can result in no data being displayed.
- Anomalous Reporting: Gmail's feedback loop focuses on anomalous campaigns with high complaint rates, not all campaigns.
- Normal Indicator: A 0% spam rate and identifier count can be normal, suggesting no user-reported spam.
Key considerations
- Header Configuration: Ensure the `Feedback-ID` header is correctly configured in your email headers.
- Authentication: Verify that SPF, DKIM, and DMARC are properly set up for your sending domain.
- IP Reputation: Maintain consistent sending IPs to build and maintain a positive sending reputation.
- Volume Thresholds: Understand that Gmail has volume thresholds before generating feedback data; small tests may not yield results.
- Complaint Monitoring: Monitor your spam complaint rates using other available tools, even if Gmail Postmaster Tools shows 0%.
Marketer view
Email marketer from Reddit shares that it could indicate that the volume of emails being sent doesn't reach a threshold for Google to generate feedback loop data, or that the spam complaint rate is too low to trigger reporting.
7 Aug 2023 - Reddit
Marketer view
Email marketer from Litmus responds by saying, although not explicitly stated, the absence of data might indicate the sending volume hasn't reached Gmail's threshold for reporting, or that complaint rates are very low.
26 May 2022 - Litmus
What the experts say
2 expert opinions
Seeing 0% in Gmail Postmaster Tools Feedback Loop often indicates either low email volume or a very low complaint rate. Google (and other providers) only start generating data in feedback loops once certain volume thresholds are met, and a low complaint rate relative to that volume will also prevent data being shown. A small test may well not generate data, even if it has a couple of spam complaints. The 0% can mean that there's no significant negative feedback to report.
Key opinions
- Volume Thresholds: Google has volume thresholds that must be met before data is generated in feedback loops.
- Low Complaint Rate: A low complaint rate relative to the volume can also mean data isn't displayed.
- Not Necessarily an Issue: Seeing 0% is not necessarily an issue, it could simply mean there's no significant negative feedback to report.
Key considerations
- Test Sending: A small test may not generate data, even if it has a couple of spam complaints.
- Volume vs Complaint Rate: Consider the relationship between email volume and complaint rate. A couple of complaints out of 10 emails is clearly different than a couple of complaints out of 10,000 emails.
Expert view
Expert from Spam Resource explains that seeing 0% in Gmail Postmaster Tools is not necessarily an issue. Low volumes of email or a very low complaint rate could result in no data being displayed. It could simply mean there's no significant negative feedback to report.
21 May 2024 - Spam Resource
Expert view
Expert from Word to the Wise responds that Gmail (and other providers) have volume thresholds before they start generating data in feedback loops, and a low complaint rate relative to the volume can also mean data isn't shown. A small test may well not generate data, even if it has a couple of spam complaints, because a couple of complaints out of 10 emails is clearly different to a couple of complaints out of 10,000 emails.
15 Dec 2024 - Word to the Wise
What the documentation says
3 technical articles
Seeing 0% in Gmail Postmaster Tools Feedback Loop can indicate a few things: it could be ideal, meaning no user-reported spam for identified campaigns. Alternatively, it could indicate an issue with Feedback Loop (FBL) implementation, volume not meeting the reporting threshold, or very low spam complaint rates. The absence of Abuse Reporting Format (ARF) reports could also point to low complaint rates.
Key findings
- Ideal Scenario: A 0% Feedback Loop spam rate and identifier count can be ideal, indicating no user-reported spam.
- Implementation Issues: FBL identifiers not appearing may indicate a problem with your implementation of the Feedback Loop.
- Volume Threshold: Low sending volume may not meet the threshold for feedback data generation.
- Low Complaint Rate: Very low spam complaint rates can result in the absence of feedback data.
Key considerations
- Check Implementation: Verify your Feedback Loop implementation to ensure it's correctly configured.
- Review Sending Volume: Assess whether your sending volume is sufficient to generate feedback data.
- Monitor Complaint Rates: Keep an eye on spam complaint rates, even if no data appears in the Feedback Loop, to proactively address any deliverability issues.
Technical article
Documentation from Google Help explains that a 0% Feedback Loop spam rate and a 0 Feedback Loop identifier count are ideal for individual senders in Postmaster Tools, suggesting no user-reported spam for identified campaigns.
23 Apr 2023 - Google Help
Technical article
Documentation from SparkPost explains that Feedback Loop (FBL) identifiers not appearing may indicate an issue with implementation, volume not meeting the reporting threshold, or very low spam complaint rates.
10 Sep 2022 - SparkPost
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