Complaint

The term “complaint” in email marketing refers to a complaint generated when a recipient flags an email as spam.

This report is sent to the email providers ( Gmail, Outlook, Yahoo, among others). (Gmail, Outlook, Yahoo, among others) and directly affects the sender’s reputation.

A high number of complaints can cause future emails to be filtered into the spam folder or, in the worst case, the domain or IP to be blocked.

Why are complaints generated in email marketing?

Complaints in email marketing may occur for several reasons, such as:

• Lack of consent: sending emails without the user’s explicit authorization is one of the main causes of complaints.
• Excessive sending frequency: overwhelming subscribers with too many emails can make them feel overwhelmed and lead them to mark the emails as spam.
• Irrelevant or misleading content: if the content provides no value or doesn’t match what the user expects, the probability of receiving complaints increases.
• Misleading email subject lines: using clickbait or manipulation techniques in the email subject generates distrust.
• Complicated unsubscribe process: if the user can’t easily find the option to unsubscribe, they may choose to report the email as spam.

Consequences of a high number of complaints

A high percentage of complaints in an email marketing campaign can have serious repercussions:

• Reduction in deliverability: email providers interpret complaints as a signal that the sender is potentially malicious and may filter their emails as spam.
• Blocking of IP address or domain: if complaints are too frequent, email servers may fully block messages from that source.
• Deterioration of the sender’s reputation: ISPs (Internet Service Providers) monitor sender quality and assign a reputation according to the number of complaints received.

How to reduce complaints in email marketing?

To avoid complaints and improve the effectiveness of your email marketing campaigns, follow these practices:

Use double opt-in subscriber lists

Implementing a double opt-in system ensures that users truly want to receive your emails and reduces the likelihood that they will mark messages as spam.

Send relevant and personalized content

Segment your database and offer content tailored to each user’s interests.

Personalization is key to maintaining engagement and reducing complaints.

Establish an appropriate sending frequency

Analyze your subscribers’ engagement rates to determine the ideal sending frequency.

Avoid excessive emails to prevent overwhelming the user’s inbox.

Avoid misleading subject lines

The email subject line should accurately reflect the message content.

Avoid exaggerated words or false promises that can generate frustration and increase complaints.

Include a visible unsubscribe button

Make sure the unsubscribe link is easily accessible and works properly.

If users can easily unsubscribe, they are less likely to report emails as spam.

Monitor complaints regularly

Use email marketing tools that allow you to track complaints and other key indicators.

If you notice an increase in complaints, review your strategy and adjust the content or sending frequency.

Conclusion

Complaints in email marketing are a warning sign that should not be ignored.

A high number of complaints can affect the sender’s reputation and reduce the effectiveness of email campaigns.

To minimize them, it is essential to obtain user consent, offer valuable content, maintain an appropriate sending frequency, and facilitate unsubscribing.

Managing complaints is key to improving deliverability and maintaining a healthy relationship with subscribers.