How can a sender reduce complaints proactively?

Reducing complaints proactively starts with proper consent management. Subscribers who explicitly opted in and remember subscribing rarely complain. Clear expectations at signup about content and frequency prevent surprises that trigger complaints.

Content relevance matters significantly. Send what you promised to people who want it. Segment aggressively so recipients receive targeted content rather than irrelevant blasts. Personalization increases relevance and reduces complaints.

Easy unsubscribe options reduce complaints. When unsubscribing is difficult, frustrated recipients use the spam button instead. One click unsubscribe, prominent links, and functional preference centers convert potential complainers into clean unsubscribes.