Death, Taxes & Spam Complaints

Guy Hanson

It was Benjamin Franklin who said "The only things certain in life are death and taxes." If he had worked in our industry, he might have added “spam complaints” to that sentence as well! As Return Path’s recently released Email Intelligence Report highlighted, “This is Spam” has clearly become a shortcut to being removed from an email program.

Spam complaints are reflected in a program’s sender reputation metrics, and impact negatively on Inbox Placement Rates as a result. They also provide an accurate inverse measurement of subscriber engagement levels. High complaints = low engagement, and this manifests – on a straight line basis – in reduced deliverability to the inbox.

Email marketers largely have themselves to blame for this state of affairs, by operating email programs where the unsubscribe link is either not visible...

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