I was working with a client today who asked what an acceptable number or rate of spam complaints was and thought I'd share my response.
The goal should be to send mail that subscribers aren't going to complain about. Send mail that subscribers have signed up for and want to receive.
Despite best efforts and the best and most engaged subscribers, it's highly unlikely that no subscribers will complain about a campaign that's sent. That's just part of email marketing. We understand that and so do receivers which is why some of them publish complaint rate thresholds.
What's acceptable then? We take our cue from the receivers. Not all receivers publish complaint rate thresholds, but of those that do, namely AOL and MSN Hotmail, the threshold is typically around 0.30% or three complaints per 1000 emails sent for any given campaign.
The goal should be to send mail that subscribers aren't going to complain about. Send mail that subscribers have signed up for and want to receive.
Despite best efforts and the best and most engaged subscribers, it's highly unlikely that no subscribers will complain about a campaign that's sent. That's just part of email marketing. We understand that and so do receivers which is why some of them publish complaint rate thresholds.
What's acceptable then? We take our cue from the receivers. Not all receivers publish complaint rate thresholds, but of those that do, namely AOL and MSN Hotmail, the threshold is typically around 0.30% or three complaints per 1000 emails sent for any given campaign.
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