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9 REASONS YOU’RE GETTING HIGH
SPAM COMPLAINTS (AND HOW TO
TOO MANY SPAM COMPLAINTS?
Even with a permission-based list,
you can have a spam complaint problem.
This can keep you from delivering to the Inbox.
Are you making any of these mistakes?
How do you fix them?
#1 YOUR SUBSCRIBERS DON’T
RECOGNIZE YOUR EMAIL.
Use the same brand in your email
as your sign-up page.
Remember, only the Subject and‘from name’
are visible before opening an email:
your brand must be here.
#2 YOU’RE NOT SENDING WHAT
YOUR SUBSCRIPTION PAGE SAYS
YOU WOULD SEND.
NO ONE LIKES A BAIT-AND-SWITCH.
Example: Subscriber enters contest to win iPhone.
Subscriber gets unrelated weekly email.
Cue spam complaints.
Set clear expectations at sign-up for
what they will get and how often.
Oﬀer and describe multiple, targeted
subscriptions. Let subscribers choose.
NOBODY LIKES “THAT” GUY.
If you’ve been invited into the Inbox on a
monthly basis, don’t show up weekly or daily.
If you plan a large increase, ask for permission.
Provide a preference center for readers to
choose or opt-down the frequency.
TIME FOR AN AUDIT.
Sign up for your own email and unsubscribe.
Does the page load? Is it easy? Is it polite?
Do you stop getting email?
Can your readers find the unsubscribe fast?
They know where the“This is Spam”button is.
WHAT’S IN IT FOR THEM?
Ask yourself or a friend in the target market
“is this valuable content for my reader?”
Do readers look forward to your email?
Would they miss it?
#6 YOU DON’T HAVE A PLAN TO
REMOVE INACTIVE SUBSCRIBERS.
BUT FORGOT TO TELL YOU
Meet the inactive subscriber:
has been subscribed at least 30 days to
6 months but not opened/clicked in that time.
Segment out or reduce sending to them.
This is a major source of complaints.
WHAT!? MAKE MY LIST SMALLER?
Don’t think smaller. Think more eﬀective.
Inactive subscribers are not reading your email
and are hurting delivery to everyone else.
The upside: more people will see your email.
Time and time again: senders make more
money after removing inactive subscribers.
FIND A RENDERING TOOL.
What looks right in your email client may look
broken in a diﬀerent email client.
Test your email and how it renders in various
email clients and versions.
#8 YOU HAVE A NEW EMAIL
PROVIDER AND ACCIDENTLY ADDED
When you exported from your old
provider were unsubscribers and spam
complainers included and reactivated?
Double check. Triple check.
This accident really does happen.
Sending to these guys is email suicide.
#9 YOU JUST STARTED GETTING
BETTER EMAIL DELIVERABILITY.
THE GOOD NEWS & BAD NEWS OF
If your delivery just improved, you’re now in the
Inbox of subscribers who may have forgotten
Yo-yo eﬀect: They complain. Delivery suﬀers.
Removing inactive subscribers at the domains
with this problem (or globally) is a solution.
Need help with delivery, contact:
Or visit our
to learn more.