Summary
People mark wanted emails as spam after signing up for a multitude of reasons spanning user experience, expectations, technical factors, and changing preferences. A primary driver is the ease of using the spam button as an unsubscribe method, particularly when the unsubscribe process is cumbersome. Mismatched expectations, unclear consent during signup, unrecognized sender information, and misleading subject lines also contribute. Technical issues like poor sender reputation, hitting spam traps, and inconsistent sending practices play a role. Finally, changing user interests, inbox overload, and accidental spam reports due to interface confusion also factor into the problem.
Key findings
- Easy Unsubscribe: The spam button is often the easiest way for users to unsubscribe.
- Mismatched Expectations: Content not aligning with signup promises leads to spam reports.
- Unclear Consent: Vague signup processes result in users not understanding what they agreed to.
- Sender Recognition: Unrecognized senders prompt users to mark emails as spam.
- Misleading Content: Dishonest subject lines and low-value content trigger spam complaints.
- Technical Issues: Poor sender reputation and hitting spam traps increase spam reports.
- Changing Interests: Evolving user interests lead to previously desired content being marked as spam.
- Inbox Overload: Users dealing with overflowing inboxes may use the spam button to manage emails.
- Accidental Actions: Accidental spam marking due to interface confusion is a factor.
Key considerations
- Simplify Unsubscribe: Make unsubscribing as easy as possible.
- Set Clear Expectations: Ensure users know what they're signing up for and what content they'll receive.
- Maintain Sender Recognition: Use a consistent and recognizable sender identity.
- Provide Valuable Content: Deliver content that users find valuable and relevant.
- Practice List Hygiene: Regularly clean email lists to remove inactive and unengaged subscribers.
- Monitor Sender Reputation: Actively monitor and maintain a good sender reputation.
- Optimize Sending Practices: Maintain consistent sending volumes and IP addresses.
- Be Mindful of Consent: Ensure transparent consent processes.
What email marketers say
15 marketer opinions
People mark wanted emails as spam for a variety of reasons, often related to user experience and expectations. Easy unsubscribe options are key, as users may opt for the spam button if unsubscribing is difficult or not obvious. Unclear consent processes, unrecognized sender information, misleading subject lines, or a mismatch between promised and delivered content can also lead to spam complaints. Sending too frequently or at inconvenient times can also annoy recipients. Finally, sometimes users forget they signed up or are no longer interested in the content.
Key opinions
- Easy Unsubscribe: If unsubscribing is difficult, users will often use the spam button instead.
- Expectation Mismatch: If the content doesn't match expectations set at signup, users may mark as spam.
- Unclear Consent: Users may not understand what they're signing up for, leading to complaints.
- Sender Recognition: Unrecognized sender information leads to confusion and spam reports.
- Misleading Content: Deceptive subject lines and low-value content cause frustration and spam complaints.
- Frequency: Too many emails in a short timeframe annoys subscribers.
- Loss of Interest: Users' interests change, so what was once relevant may no longer be.
- Accidental Actions: Users may accidentally mark emails as spam due to unfamiliarity with the interface
- Third party email: User email may be signed up to third party websites without their knowing.
Key considerations
- Clear Consent: Ensure consent processes are transparent and users understand what they're signing up for.
- Easy Unsubscribe: Make unsubscribing simple and obvious in every email.
- Recognizable Sender: Use a consistent and recognizable 'From' name and email address.
- Relevant Content: Deliver content that matches user expectations and provides clear value.
- Manage Frequency: Send emails at reasonable intervals and respect user inbox preferences.
- Honest Subject Lines: Write accurate subject lines that reflect the email content.
- Monitor feedback loops: Set up and actively monitor feedback loops, so you are aware of your complaint rate.
- List Hygiene: Regularly clean your email list of inactive subscribers and unengaged addresses to reduce spam complaints.
Marketer view
Email marketer from Email Geeks asks: are the consent processes clear to the end user in terms of expectations?
17 Feb 2023 - Email Geeks
Marketer view
Email marketer from Email Geeks shares that many people know that the complaint button is an easy way to unsubscribe. Is there also any chance the subject line or something else could have confused some people into not realizing it was the white paper they asked for?
27 Apr 2023 - Email Geeks
What the experts say
4 expert opinions
Experts suggest that users mark wanted emails as spam for several reasons, including a simple way to unsubscribe or because they are offended at having to provide their email address. Other factors include not recognizing the sender due to a long delay or branding differences, changing consumer priorities and preferences, and the overall problem of inbox overload.
Key opinions
- Easy Unsubscribe Method: The spam button serves as the easiest unsubscribe method for some users.
- Offense at Email Provision: Users may be offended at having to provide an email in the first place.
- Sender Recognition: Failure to recognize the sender leads to marking emails as spam.
- Changing Priorities: Changing consumer priorities and preferences contribute to spam reports.
- Inbox Overload: Consumers facing inbox overload may mark wanted emails as spam to control their inbox.
Key considerations
- Complaint alone is not everything: A single complaint is not an indication of something wrong with the email program. Complaints happen for a multitude of reasons
- Unsubscribe Process: Review and make the unsubscribe process easier to action
- Sender Branding: Maintain consistent and recognizable branding.
- Consumer Priorities: Recognize that consumer priorities and preferences may change.
- Inbox Management: Respect consumer inbox management needs and try to keep mail relevant.
Expert view
Expert from Email Geeks explains that a complaint is just the recipient saying they no longer want the email. They may use the complaint button as the easiest way to unsubscribe or because they are offended at having to provide their email in the first place. James recommends honoring their wish and moving on, focusing on the overall trend of complaints.
22 Jul 2024 - Email Geeks
Expert view
Expert from Word to the Wise explains that subscribers might mark wanted emails as spam if they don't recognize the sender or remember signing up. This can be due to a long delay between signup and the first email, or if the branding is different from what they expected.
2 Oct 2022 - Word to the Wise
What the documentation says
4 technical articles
Documentation highlights that high spam complaint rates negatively impact email deliverability, potentially leading to emails being filtered as spam. Hitting spam traps can also hurt sender reputation, increasing complaints from unintended recipients. Making unsubscribing easy is crucial, as difficult or non-existent options encourage spam reports. Maintaining a good sender reputation by monitoring and addressing complaints is vital for successful email delivery.
Key findings
- High Complaint Rates Hurt Deliverability: A significant percentage of users marking emails as spam leads to filtering by email providers.
- Spam Traps Increase Complaints: Hitting spam traps damages sender reputation and increases complaints.
- Difficult Unsubscribe Leads to Spam Reports: Complicated or missing unsubscribe options encourage users to mark emails as spam.
- Sender Reputation is Crucial: A good sender reputation is essential for successful email delivery.
Key considerations
- Monitor Complaint Rates: Regularly check and address spam complaint rates to maintain deliverability.
- Avoid Spam Traps: Implement measures to prevent hitting spam traps, such as verifying email addresses.
- Implement Easy Unsubscribe: Make unsubscribing easy and obvious in every email.
- Maintain Sender Reputation: Actively monitor and maintain a good sender reputation by following best practices.
Technical article
Documentation from Spamhaus describes how a poor sender reputation, based on factors like spam complaints, can cause email providers to filter emails as spam. Monitoring and maintaining a good sender reputation is crucial.
4 Apr 2023 - Spamhaus
Technical article
Documentation from RFC Editor specifies List-Unsubscribe header. It explains if the unsubscribe process is difficult, confusing, or non-existent, recipients are more likely to mark emails as spam as a quicker solution.
13 Jan 2022 - RFC Editor
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