What is an Acceptable Spam Complaint Rate

As you may know, subscribers using many of the most popular web based email services like Yahoo, Hotmail and AOL have an option available at their fingertips to report messages they don't want in their inbox.  This action is called a Spam Complaint. Whenever this button is clicked by a user of one of these email services, our system is notified of it and automatically unsubscribes them to avoid further complaints in the future. To monitor potential issues, we regularly calculate the number of complaints over the number of messages sent from each email campaign in Total Send. In order to maintain the best deliverability rate and ensure email marketing best practices are being used, sometimes our support team will need to address these issues with customers.

What Is An Acceptable Rate?

At any given point, your campaign's messages / complaints rate should below 0.1% (one-tenth of one percent) at most. This equates to 1 spam complaint per every 1000 emails sent to that email service.

What If My Campaign Goes Over That Limit?

The deliverability of email messages is largely dependent on the reputation of the sender, among other factors. If your complaint rate goes over 0.1% for any period of time, it may affect not only the deliverability of your own messages, but also those of other Total Send users. If your complaint rate exceeds 0.1% for any campaigns, your account may be automatically disabled and you will be contacted by our support team to discuss the rate, the reasons why it may be elevated, and what needs to be done to get it back to the appropriate levels.