Complaint & Unsubscribe Metrics

Learning from negative signals. A Complaint (hitting the "Spam" button) is a disaster for your reputation. An Unsubscribe is a healthy, normal part of the email lifecycle. This section teaches you to value the latter to prevent the former.

22 questions in this topic

What is unsubscribe rate? How is unsubscribe rate calculated? What is a good unsubscribe rate? Why do people unsubscribe? How can I reduce my unsubscribe rate? What is spam complaint rate? What is a complaint rate? How is spam complaint rate calculated? What is an acceptable spam complaint rate? What complaint threshold should I aim for as a sender? How can I reduce my spam complaint rate? What is an FBL (Feedback Loop)? How do Gmail and Outlook report complaints? Why are FBLs not available for all domains? What is a “this is spam” click inside the mailbox? What is the difference between unsubscribe and complaint? How do list-unsubscribe headers affect complaint rates? How do unsubscribe metrics differ between ESPs? What is a one-click unsubscribe (RFC 8058)? How do unsubscribe rates correlate with engagement? What is “silent unsubscribing” behavior? How do unsubscribe confirmation pages affect reporting?

Questions about Complaint & Unsubscribe Metrics