What can I do to reduce complaints now?
- Sign up or verify you are signed up for all mailbox provider feedback loops (FBLs) which include: Yahoo!, Microsoft (called JMR), AOL, Comcast, Cox, BlueTie, United Online/Netzero/Juno (UOL), Rackspace (Mailtrust), Road Runner, OpenSRS (Tucows), and USA.net.
- Once this is completed and operating, verify that you are receiving and suppressing all FBL complaint subscribers from your database. If you are forwarding your complaints to Everest (FBL integration required), you can see complaint data in Monitoring>Sending Reputation>Complaints(Feedback Loops).
- Identify which campaigns are generating the most complaints and make appropriate adjustments to decrease complaints. These may include, but are not limited to: having clear expectations at the point of collection, sending relevant content, and frequency (too much or too little emails).
- Track which data sources are generating the most complaints and then closely review those sources for areas in which you can take action to help reduce complaints.
- Review your infrastructure to ensure that your SMTP servers are secure, in order to prevent other parties from exploiting them as open relays and deploying email through them that is not yours.
How do I prevent future complaints?
- Ensure your unsubscribe mechanism is clear, concise and is easy to find. This encourages end users to unsubscribe instead of complain. Unsubscribes are not a detriment to your reputation; complaints are.
- Use a List-Unsubscribe header to help facilitate unsubscribe requests from those mailbox providers that use the list-unsubscribe header. Unsubscribes processed in this manner are not a detriment to your reputation.
- Review your peer-initiated web forms to limit the number of addresses that can be entered and uploaded and decide if an end user-created message should be available. This is to prevent malicious parties from exploiting the web form and sending offers that are not yours.
- Examine your point of collection to ensure that expectations are clearly set regarding frequency and content of mailings.