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Act-On Software

Managing Spam Complaints

AUDIENCE: Administrators, Marketing Users
OBJECTIVES: Learn what an acceptable spam complaint rate is for your email messages

How can I check my spam complaint rate?

Act-On provides your current spam complaint count in each Sent report. If you wish to see the actual rate, download your Rollup report. Your raw spam complaint numbers and your spam complaint rate are two of the columns displayed.

Note: These spam complaint counts do not include Gmail addresses. Google does not share this data with Act-On, so it cannot be displayed in the platform.

What Do I do if I Get Spam Complaints?

A user has to take some initiative and effort to access the 'Report' button in most email clients. This means that a spam complaint is a clear signal that they don't want messages like this in their inbox.

Spam complaints should be addressed by analyzing the message contents and the frequency of your sending. These are the two factors that influence spam complaints in most cases. You should check your message's potential spam scores before sending.

What is an acceptable complaint rate?

At any given point, your campaign's messages / complaints rate should be below 0.1% (one-tenth of one percent). Since this may be hard to envision in a real-life situation, the data below illustrates some different size campaigns with the corresponding acceptable number of complaints:

Messages Complaints
1,000 < 1
5,000 < 5
20,000 < 20
100,000 < 100

What If my campaign goes over the limit?

The deliverability of email messages is largely dependent on the reputation of the sender, among other factors. If your complaint rate is elevated for a period of time, it may affect not only the deliverability of your own messages, but also those of the service you use to send them.

If your complaint rate exceeds 0.1% for a period of time, this often results in degraded inbox placement, and eventually a block on your domain from sending to particular email clients. The best resolution path is to reduce sending frequency and send only to your most engaged contacts, while analyzing what might be driving these complaints and changing your marketing practices accordingly.

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