Summary
A sudden surge in spam complaints can stem from multiple interconnected factors. Key issues include a rise in illegitimate subscriptions, previous spam routing issues, and alterations in sending frequency, content, or audience targeting. Core problems also encompass irrelevant content, not honoring unsubscribe requests, misleading subject lines, unengaged or 'dirty' email lists, and a lack of personalization. Technical elements involve IP reputation changes, content triggering spam filters, compromised accounts, deliverability test limitations, and ensuring correct email authentication (SPF, DKIM, DMARC). Following opt-in best practices and focusing on regular list hygiene with easy opt-out options is also essential. Internal Microsoft scores, BCL, are only for O365 users and those systems do not share direct spam feedback. Google Postmaster Tools emphasizes maintaining very low spam rates. Addressing these issues necessitates holistic strategies encompassing audience understanding, technical setup, and continuous maintenance.
Key findings
- Subscription Quality: Spikes in illegitimate subscriptions drive up spam complaints.
- Content Relevance: Irrelevant or misleading content is a primary cause of spam complaints.
- List Hygiene Neglect: Unclean or neglected email lists filled with unengaged users or spam traps dramatically increase spam complaints.
- Authentication Failures: Failure to implement correct email authentication (SPF, DKIM, DMARC) makes emails more likely to be flagged as spam.
- Targeting Inaccuracies: Inaccurate audience targeting leads to sending emails to uninterested recipients, boosting spam reports.
- Frequency Fluctuations: Changes in sending frequency can trigger negative recipient reactions.
- IP Reputation Damage: Sudden IP address reputation changes negatively influence deliverability and complaints.
- Engagement Shortfalls: Low subscriber engagement rates and feedback indicate potential list or content problems.
- Unclear 'From': Lack of a legitimate 'From' name erodes user trust.
- Google Spam Thresholds: Exceeding Gmail's spam thresholds will affect deliverability.
Key considerations
- Continuous Monitoring: Implement continuous monitoring of spam complaint rates, IP reputation, and subscriber engagement metrics.
- Proactive List Management: Adopt proactive list management practices including double opt-in, regular list cleaning, and preference centers.
- Audience Segmentation: Prioritize audience segmentation to tailor email content and offers, increasing relevance.
- Authentication Verification: Regularly verify the proper implementation and configuration of SPF, DKIM, and DMARC records.
- Feedback Loop Integration: Actively use feedback loops provided by mailbox providers to identify and address spam complaints promptly.
- Content Audit: Conduct a content audit to identify and remove potentially problematic or misleading language.
- Engagement Enhancement: Focus on enhancing subscriber engagement through personalized experiences and compelling content.
- From Name improvement: Improve 'From' name strategy.
What email marketers say
9 marketer opinions
A sudden influx of spam complaints can stem from various factors, including changes in sending frequency, content relevance, audience targeting, and list hygiene. Sending irrelevant content, not honoring unsubscribe requests, using misleading subject lines, or a change in recipient demographics can contribute. Additionally, neglecting list maintenance, lacking personalization, or using a 'no-reply' email address can erode trust and increase spam reports. Ensuring explicit permission, regularly cleaning email lists, personalizing content, and using clear and accurate subject lines are crucial for mitigating spam complaints.
Key opinions
- Content Relevance: Irrelevant content is a major driver of spam complaints. Ensure your email content aligns with subscriber expectations and interests.
- List Hygiene: Neglecting list maintenance (removing unengaged users, validating email addresses) leads to increased spam complaints.
- Unsubscribe Process: Failing to honor unsubscribe requests promptly and effectively frustrates subscribers and prompts spam reports.
- Subject Lines: Misleading or spammy subject lines erode trust and lead to spam complaints.
- Audience Changes: Adding new, less familiar subscribers to your list can increase spam complaints.
- Personalization: A lack of personalization leads users to mark emails as spam. Tailoring messages to individual recipient preferences makes content more relevant and less likely to be seen as unwanted.
Key considerations
- Segmentation & Targeting: Segment your email lists and tailor content to specific audience segments to enhance relevance and engagement.
- Permission & Opt-in: Ensure all subscribers have explicitly opted in to receive emails from you.
- List Cleaning: Implement a regular list cleaning process to remove unengaged subscribers and validate email addresses.
- Content Alignment: Regularly review and update email content to ensure it remains relevant and valuable to subscribers.
- From Name: Use a real from email and a recognisable name that users will recognise.
- Monitor Complaints: Actively monitor spam complaint rates and investigate any sudden spikes.
Marketer view
Email marketer from Constant Contact explains that misleading or spammy subject lines can result in recipients marking emails as spam. Subject lines should accurately reflect the content and avoid sensational or deceptive language.
22 Oct 2023 - Constant Contact
Marketer view
Email marketer from ActiveCampaign explains that a quick way to help reduce complaints is to check the from name and ensure this is a real email address and not a no-reply email. This helps to build trust with the end users.
24 Jun 2022 - ActiveCampaign
What the experts say
5 expert opinions
A sudden increase in spam complaints can be attributed to various factors. These include a spike in illegitimate subscriptions, emails previously routed to spam folders now hitting inboxes, changes in IP reputation, alterations in email content triggering spam filters, or compromised email accounts sending spam. Regular list hygiene is essential to prevent a buildup of unengaged users and spam traps. Also, deliverability tests have limitations as they are based on open-source software and don't measure recipient reactions. BCL scores are only used for O365 and spam complaints are not directly reported by O365.
Key opinions
- Illegitimate Subscriptions: A spike in illegitimate subscriptions can lead to increased spam complaints.
- Past Spam Routing: Emails previously going to spam, now reaching inboxes, can trigger 'This is Spam' clicks.
- IP Reputation: A sudden change in IP address reputation can lead to increased spam complaints.
- Content Changes: Alterations in email content can trigger spam filters, leading to increased complaints.
- Compromised Accounts: Compromised email accounts sending spam are a significant cause of increased spam complaints.
- List Hygiene Importance: Regular list hygiene prevents the buildup of unengaged users and spam traps, reducing spam complaints.
- Deliverability Test Limitations: Deliverability tests have limitations as they are based on open-source software and don't measure recipient reactions.
- O365 Feedback Loops: O365 does not provide direct feedback loops for spam complaints.
Key considerations
- Monitor Subscription Sources: Regularly monitor the sources of your subscriptions to identify and prevent illegitimate sign-ups.
- Review Email Content: Carefully review your email content for anything that might trigger spam filters.
- Secure Email Accounts: Implement strong security measures to protect your email accounts from being compromised.
- Implement List Hygiene: Establish a regular schedule for cleaning your email list to remove unengaged users and spam traps.
- Focus on Recipient Engagement: Prioritize strategies to improve recipient engagement, as this is a key factor in deliverability.
Expert view
Expert from Email Geeks shares that deliverability tests are based on open-source software accessible to spammers. Also, deliverability heavily relies on recipient reactions, which deliverability tests don't measure.
5 Jul 2022 - Email Geeks
Expert view
Expert from Email Geeks explains that BCL is an internal score assigned by Microsoft and is ONLY used for O365 users. O365 tenants can choose what levels of BCL mail they allow. The expert also states that Outlook / Hotmail do not use the BCL scores, and a score of 5 is not usually a problem.
2 Oct 2023 - Email Geeks
What the documentation says
5 technical articles
A surge in spam complaints directly impacts sender reputation and deliverability, especially to Gmail users, highlighting the importance of maintaining spam rates below 0.10% and never exceeding 0.30%. High Bulk Complaint Levels (BCL) indicate content may be perceived as unwanted, or issues with list hygiene. Feedback loops (FBLs) offer insights into spam complaints, revealing problems with engagement or hitting spam traps. Following best practices such as opt-in requirements and easy opt-out options are key, as is implementing email authentication (SPF, DKIM, DMARC) to verify sender legitimacy and reduce flagging as spam.
Key findings
- Spam Rate Thresholds: Maintaining spam rates below 0.10% and avoiding exceeding 0.30% is crucial for deliverability to Gmail.
- Bulk Complaint Levels (BCL): High BCL indicates unwanted content or poor list hygiene.
- Feedback Loops (FBLs): FBLs provide data on spam complaints, revealing issues with subscriber engagement or spam traps.
- Opt-in and Opt-out: Requiring opt-in and providing easy opt-out options are essential for reducing spam complaints.
- Email Authentication: Proper email authentication (SPF, DKIM, DMARC) verifies sender legitimacy and reduces spam flagging.
Key considerations
- Monitor Spam Rates: Continuously monitor spam complaint rates to identify and address issues promptly.
- Improve List Hygiene: Regularly clean and validate email lists to remove unengaged subscribers and spam traps.
- Enhance Subscriber Engagement: Create engaging and relevant content to improve subscriber engagement and reduce spam complaints.
- Implement Authentication: Ensure proper email authentication (SPF, DKIM, DMARC) is implemented and correctly configured.
- Review Content Regularly: Regularly review email content to ensure it is relevant and avoids triggers for spam filters.
Technical article
Documentation from M3AAWG shares that best practices are that all recipients must have opted in, and must be given an easy way to opt out from receiving email marketing. Ensuring these principles are followed will limit complaints.
19 Aug 2022 - M3AAWG
Technical article
Documentation from Microsoft shares that high Bulk Complaint Levels (BCL) indicate a message is generating a high volume of complaints. A sudden increase may suggest content perceived as unwanted, or issues with list hygiene.
1 Mar 2022 - Microsoft
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