A spam report is recorded when one of two things occurs:
- A recipient clicks the Spam, Junk, Report as Spam or similar button in their AOL, Hotmail, Yahoo, etc. email account. We maintain feedback loops with several of those major Internet Service Providers (ISPs), which means that we are notified when a recipient clicks the Junk/Spam button in their email program and we record that as a spam report in the campaign reports. More than 99% of the spam reports across our system are generated this way.
- After opting out, a recipient selects the "These emails are spam and should be reported." option as their reason.
Spam reports are important to deliverability because they hurt a sender's reputation, which is used to determine whether your emails are delivered to the inbox, sent to spam, or dropped entirely. Maintaining a good reputation is essential to successful email delivery.
It is also important to realize that many major ISPs consider anything their consumers don’t want in their inbox to be spam, regardless of what the legal definition may be. Recipients consider emails that arrive too frequently, emails that are purely advertisements, and even emails that simply aren’t interesting spam – it is very easy for them in any of those circumstances to simply click Spam/Junk.
An acceptable spam report rate is less than 0.1%.
To reduce the number of spam reports you receive, an opt-in policy is critical to ensure your recipients want to hear from you. You also need to make sure you are sending them only what they want. Is it the content, and at the frequency, they expected? Send only permission-based emails that are relevant to your audience, keep a clean database, and optimize the design of your campaigns to help ensure good deliverability.
After a recipient generates a spam report, that recipient is automatically opted out of your account. You do not need to opt out or delete contacts that have reported spam.
For more information about Spam reports, please click here.