Managing the signals that matter.
WHY THEY MATTER
Complaint rate is among the strongest signals affecting delivery.
WHAT COUNTS AS A COMPLAINT
Someone marking your mail as spam.
WHAT CAUSES THEM
Mail they did not ask for Too frequent sending An unsubscribe that is hard to find or does not work Content that does not match what they expected
THE UNSUBSCRIBE POINT
Someone who cannot unsubscribe easily marks you as spam instead.
That damages you far more than losing the subscriber.
WHAT TO DO
Make unsubscribing obvious and immediate Honour it without delay Never require a login to unsubscribe
WHAT TO MONITOR
Complaint rate, where your sending service reports it.
A rising rate needs addressing immediately.
WHAT TO DO IF IT RISES
Reduce frequency Check who you are sending to Check whether content matches expectations
FEEDBACK LOOPS
Some providers report complaints back to senders.
Sending services usually handle these. Ensure removals happen.
