{"id":47462,"date":"2023-09-20T13:08:49","date_gmt":"2023-09-20T13:08:49","guid":{"rendered":"https:\/\/www.engagebay.com\/blog\/?p=47462"},"modified":"2026-05-13T09:02:59","modified_gmt":"2026-05-13T09:02:59","slug":"complaint-rates-email-deliverability","status":"publish","type":"post","link":"https:\/\/www.engagebay.com\/blog\/complaint-rates-email-deliverability\/","title":{"rendered":"The Impact of Spam Complaint Rates on Email Deliverability (And How To Fix It)"},"content":{"rendered":"<p>Your business emails would never get marked as spam, right? That\u2019s the hope of every company, but reality can often be harsh. You might be marked for high spam complaint rates without even realizing it, unaware of how badly they damage your company\u2019s <a href=\"https:\/\/www.engagebay.com\/blog\/sender-reputation-email-deliverability\/\">email sender reputation<\/a> and hinder your email marketing campaigns.<\/p>\n<p>But fret not!<\/p>\n<p>In this blog post, we help you understand why businesses get high spam complaint rates, the impact of these complaints on <a href=\"https:\/\/www.engagebay.com\/blog\/intro-to-email-deliverability\/\">email deliverability<\/a>, and what you can do about it starting today.<\/p>\n<p><a href=\"https:\/\/www.engagebay.com\/email-templates\/\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-66157 size-full\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1.png\" alt=\"Banner promoting over 1,000 free HTML email templates from EngageBay. Customize and send beautiful, easy-to-use email templates for impactful marketing campaigns. Try for free.\" width=\"770\" height=\"206\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1.png 770w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1-300x80.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1-768x205.png 768w\" sizes=\"(max-width: 770px) 100vw, 770px\" \/><\/a><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_74 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.engagebay.com\/blog\/complaint-rates-email-deliverability\/#What_Is_a_Spam_Complaint_Anyway\" >What Is a Spam Complaint, Anyway?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.engagebay.com\/blog\/complaint-rates-email-deliverability\/#Probable_Causes_of_High_Spam_Complaint_Rates\" >Probable Causes of High Spam Complaint Rates<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.engagebay.com\/blog\/complaint-rates-email-deliverability\/#How_Spam_Complaint_Rates_Impact_Email_Deliverability\" >How Spam Complaint Rates Impact Email Deliverability<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.engagebay.com\/blog\/complaint-rates-email-deliverability\/#11_Tips_for_Better_Spam_Complaint_Rates\" >11 Tips for Better Spam Complaint Rates<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.engagebay.com\/blog\/complaint-rates-email-deliverability\/#Bottom_Line\" >Bottom Line<\/a><\/li><\/ul><\/nav><\/div>\n\n<h2><span class=\"ez-toc-section\" id=\"What_Is_a_Spam_Complaint_Anyway\"><\/span><span style=\"color: #339966;\"><strong>What Is a Spam Complaint, Anyway?<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Before we get into that, let\u2019s unpack what a spam complaint is. It\u2019s a rather straightforward concept, as a spam complaint is a report from an email subscriber on your list citing your message for spam.<\/p>\n<p>You\u2019ve probably sent a few such complaints yourself if you\u2019ve ever seen strange emails in your inbox. Customers have many motivations for their complaints, which we\u2019ll discuss in the next section.<\/p>\n<p>Understanding why customers make these complaints is half the battle, and addressing their concerns is the other. It\u2019s normal for a few forgetful customers to report your messages for spam, but when most of your audience does it, it\u2019s a problem.<\/p>\n<p>How do you know you\u2019re veering into dangerous territory? Measure your spam complaint rates. Calculate the rate by dividing the number of spam reports by the number of emails sent.<\/p>\n<p>For instance, did your latest campaign include 1,000 emails? If 200 were marked as spam, 200\/1,000 is 0.2 percent.<\/p>\n<p>However, if 500 of 1,000 emails are reported for spam, that\u2019s a much direr situation, as now your spam complaint rate is 0.5 percent.<\/p>\n<p><a href=\"https:\/\/help.klaviyo.com\/hc\/en-us\/articles\/360057985791\">Klaviyo<\/a> recommends a spam complaint rate of under 0.05 percent.<\/p>\n<p><i><span style=\"font-weight: 400;\">\ud83d\udc49 Elevate your email marketing with our <\/span><\/i><a href=\"https:\/\/www.engagebay.com\/email-templates\/\"><i><span style=\"font-weight: 400;\">free email templates<\/span><\/i><\/a><i><span style=\"font-weight: 400;\"> designed to boost engagement and conversions.<\/span><\/i><\/p>\n\r\n            <script>\r\n                var EhAPI = EhAPI || {}; \r\n                EhAPI.after_load = function() {\r\n                    EhAPI.set_account('ktb76s1540fl2hnhbqnrtd2npb', 'our');\r\n                    EhAPI.execute('rules');\r\n                };\r\n                (function(d, s, f) {\r\n                    var sc = document.createElement(s);\r\n                    sc.type = 'text\/javascript';\r\n                    sc.async = true;\r\n                    sc.src = f;\r\n                    var m = document.getElementsByTagName(s)[0];\r\n                    m.parentNode.insertBefore(sc, m);   \r\n                })(document, 'script', '\/\/d2p078bqz5urf7.cloudfront.net\/jsapi\/ehform.js');\r\n            <\/script>\r\n            <script>\r\n                function waitForEhForms() {\r\n                    const interval = 100; \/\/ Check every 100ms\r\n                    const checkAndLoad = () => {\r\n                        const params = new URLSearchParams(window.location.search);\r\n                        const elementorPreviewParam = params.get('elementor-preview');\r\n                        if (elementorPreviewParam && typeof EhForms !== 'undefined' && typeof EhForms.loadForms === 'function') {\r\n                            EhForms.loadForms();\r\n                            console.log('EhForms.loadForms() called successfully.');\r\n                        } else {\r\n                            setTimeout(checkAndLoad, interval);\r\n                        }\r\n                    };\r\n                    checkAndLoad();\r\n                }\r\n                \/\/ Call the function\r\n                waitForEhForms();\r\n            <\/script>\r\n        <div class='engage-hub-form-embed' id='eh_form_5161654467690496' data-id='5161654467690496'><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Probable_Causes_of_High_Spam_Complaint_Rates\"><\/span><span style=\"color: #339966;\"><strong>Probable Causes of High Spam Complaint Rates<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If your spam complaint rate is higher than anticipated, it\u2019s time to figure out why. Here are some common reasons customers rush to report emails as spam.<\/p>\n<h3><span style=\"color: #993300;\"><strong>You\u2019re spamming them<\/strong><\/span><\/h3>\n<p>Sometimes spam complaints happen because, well\u2026you\u2019re spamming your audience.<\/p>\n<p>Most of us don\u2019t think of ourselves as spammers, as we\u2019re legitimate businesses. While it\u2019s true that spammers are often nefarious, spamming is as much about your email etiquette as it is about who you are.<\/p>\n<p>You will have high spam complaint rates if:<\/p>\n<ul>\n<li>You send attachments in emails no one asked for<\/li>\n<li>Your unsubscribe process is so convoluted or difficult that no one does it<\/li>\n<li>You use clickbait in your <a href=\"https:\/\/www.engagebay.com\/blog\/best-email-subject-lines\/\">subject lines<\/a><\/li>\n<li>You will mislead your audience in your subject lines just to get an email open<\/li>\n<li>You have a rented or purchased email list<\/li>\n<li>You use words spam filters detect, including \u201camazing,\u201d \u201curgent,\u201d \u201conce in a lifetime,\u201d and \u201capply online\u201d<\/li>\n<li>You lack transparency in your <a href=\"https:\/\/www.engagebay.com\/marketing\/email-marketing\">email marketing<\/a><\/li>\n<li>You don\u2019t prune your contact list, so you send emails to inactive subscribers too<\/li>\n<li>You send out bulk emails<\/li>\n<li>You don&#8217;t <a href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-email-personalization\/\">personalize your emails<\/a><\/li>\n<li>You send emails way too frequently<\/li>\n<\/ul>\n<h3><strong><span style=\"color: #993300;\">They don\u2019t recognize your email address<\/span><\/strong><\/h3>\n<p>There are plenty of reasons an audience member on your email list might not recognize the sender address. Perhaps you\u2019re using a new email address or website host. Maybe you tinkered with your email settings and changed your sender name.<\/p>\n<p>Regardless, your customers will do what anyone would when they get a message and don\u2019t know who it\u2019s from. They\u2019ll report it for spam without opening it.<\/p>\n<h3><strong><span style=\"color: #993300;\">They don\u2019t remember signing up for your emails<\/span><\/strong><\/h3>\n<p>The contacts on your email list might not recall how they ended up there. That can happen when you email your audience so infrequently that they otherwise forget about your existence.<\/p>\n<p>Picking up the pace of your email sending can ameliorate this issue, as can sending immediate <a href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-welcome-emails\/\">welcome emails<\/a> after a user joins your email list, even if they do so in the middle of the night. <a href=\"https:\/\/www.engagebay.com\/blog\/email-automation\/\">Email automation<\/a> will help tremendously here.<\/p>\n<p><a href=\"https:\/\/www.engagebay.com\/email-templates\/\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-66157 size-full\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1.png\" alt=\"Banner promoting over 1,000 free HTML email templates from EngageBay. Customize and send beautiful, easy-to-use email templates for impactful marketing campaigns. Try for free.\" width=\"770\" height=\"206\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1.png 770w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1-300x80.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1-768x205.png 768w\" sizes=\"(max-width: 770px) 100vw, 770px\" \/><\/a><\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/remove-email-from-spam-list\/\">Read also: How To Remove Your Email From The Spam List: A Guide<\/a><\/p>\n<h3><span style=\"color: #993300;\"><strong>They actually didn\u2019t sign up for your emails<\/strong><\/span><\/h3>\n<p>Perhaps it\u2019s not that your audience is forgetful. Maybe some of them genuinely didn\u2019t sign up for your email list. This will often be the case if you rented or purchased your list. These people didn\u2019t consent to being a part of your email list.<\/p>\n<p>Once you begin firing off your messages, you will either notice a skyrocketing unsubscribe rate or a higher-than-average spam complaint rate, perhaps even both!<\/p>\n<h3><span style=\"color: #993300;\"><strong>Your emails have too many links<\/strong><\/span><\/h3>\n<p>Your audience might have reached the point where they\u2019ve opened your emails, but that\u2019s as far as they\u2019ve gotten. They see 10 or 20 links in a 300-word email and immediately report it as spam.<\/p>\n<p>Can you blame them? There\u2019s no need to jam that many links into any email, even if it\u2019s several hundred words long (which it shouldn\u2019t be; it\u2019s an email, not a blog post).<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/intro-to-email-deliverability\/\">Read also: Avoiding the Spam Folder: An Intro to Email Deliverability<\/a><\/p>\n<hr>\n<h4><span style=\"color: #666699;\"><b>Enhance Your Email Marketing<\/b><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Want to make your emails more impactful? Check out our beautiful, easy-to-customize recruitment and <\/span><a href=\"https:\/\/www.engagebay.com\/email-templates\/\"><span style=\"font-weight: 400;\">email templates<\/span><\/a><span style=\"font-weight: 400;\">. Designed to boost engagement, these templates from EngageBay will help your emails stand out. Just customize the images, headings, and CTAs for your brand, and hit send in a few minutes!<\/span><\/p>\n<p style=\"text-align: center;\">&nbsp;<span style=\"font-weight: 400;\"><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" data-darkreader-inline-bgcolor=\"\" data-darkreader-inline-color=\"\" href=\"https:\/\/www.engagebay.com\/email-templates\/\">Browse the Template Library<\/a><\/span>&nbsp;<\/p>\n<hr>\n<h2><span class=\"ez-toc-section\" id=\"How_Spam_Complaint_Rates_Impact_Email_Deliverability\"><\/span><span style=\"color: #339966;\"><strong>How Spam Complaint Rates Impact Email Deliverability<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>What kind of impact can sending spam emails have on your email deliverability rate? Let\u2019s investigate.<\/p>\n<h3><span style=\"color: #993300;\"><strong>Your emails don&#8217;t reach the inbox<\/strong><\/span><\/h3>\n<p>When customers report your emails for spam, all future correspondence goes into the spam filter. You could stop sending spammy emails, but it won\u2019t matter at that point. Into the <a href=\"https:\/\/www.engagebay.com\/blog\/spam-filters-email-deliverability\/\">spam filters<\/a> your new messages will go.<\/p>\n<p>People check their spam filters, but rarely, usually only to see if another email was accidentally marked as spam. They will ignore the other emails languishing in the spam filter, including yours.<\/p>\n<h3><strong><span style=\"color: #993300;\">Your email subscribers unsubscribe<\/span><\/strong><\/h3>\n<p>Many email hosts give users two options for dealing with spam emails: mark them as spam or mark them as spam and unsubscribe.<\/p>\n<p>The latter kills two birds with one stone, preventing the user from receiving emails from that address again and marking any future correspondence that gets through as spam.<\/p>\n<p>Spammy practices will shrink your <a href=\"https:\/\/www.engagebay.com\/blog\/email-list-quality-email-deliverability\/\">email list<\/a> considerably.<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/improve-email-deliverability-rates\/\">Read also: Top Tools &amp; Strategies To Improve Email Deliverability Rates<\/a><\/p>\n<h3><strong><span style=\"color: #993300;\">Your engagement rates tank<\/span><\/strong><\/h3>\n<p>It goes without saying that if a user doesn\u2019t receive your email (or receives it but doesn\u2019t see it because it\u2019s in the spam filter), they can\u2019t open it. They probably won\u2019t want to and won\u2019t wish to click the potentially spammy links therein.<\/p>\n<p>You\u2019ll notice very poor open and click-through rates when you check your campaign metrics, indicating no one is engaging with your content.<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/pop3-vs-imap\/\">Read also: POP3 vs IMAP: Which Email Protocol Is Right for You?<\/a><\/p>\n<h3><strong><span style=\"color: #993300;\">You lose your sender reputation<\/span><\/strong><\/h3>\n<p>The email sender reputation of any person or business is established by an internet service provider (ISP). It\u2019s a culmination of your email list behavior and activities.<\/p>\n<p>Some factors that influence your sender reputation are how active the recipients are who receive your messages, whether you mass-email your audience, and your overall engagement rate.<\/p>\n<p>If you have a poor sender reputation, an <a href=\"https:\/\/www.engagebay.com\/blog\/isp-email-deliverability\/\">ISP can block your messages<\/a> to their customers, limiting your reach. Sending spam emails is a great way to destroy your sender reputation, forcing you to rebuild it gradually.<\/p>\n<p><i><span style=\"font-weight: 400;\">\ud83d\udc49&nbsp; Boost your email marketing campaigns with our<\/span><\/i><a href=\"https:\/\/www.engagebay.com\/email-templates\/\"> <i><span style=\"font-weight: 400;\">customizable email templates<\/span><\/i><\/a><i><span style=\"font-weight: 400;\"> tailored for success.<\/span><\/i><\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/spam-filters-email-deliverability\/\">Read also: How To Avoid Spam Filters For Better Email Deliverability<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"11_Tips_for_Better_Spam_Complaint_Rates\"><\/span><span style=\"color: #339966;\"><strong>11 Tips for Better Spam Complaint Rates<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>According to cybersecurity company <a href=\"https:\/\/dataprot.net\/statistics\/spam-statistics\/\">DataProt<\/a>, over 56 percent of emails sent in 2022 were spam. Companies waste over $20.5 billion annually on spam emails, which can be too costly for small businesses and startups.<\/p>\n<p>You can\u2019t afford to ignore high spam complaint rates. The following best practices will reduce spam reports and improve your email deliverability.<\/p>\n<h3><span style=\"color: #993300;\"><strong>1. Personalize your emails<\/strong><\/span><\/h3>\n<p>Improving inbox placement begins with personalization.<\/p>\n<p>Personalized emails please your ISP, as it shows you\u2019re not sending the same message to 1,000 other subscribers. Your audience also loves personalized content, as it feels like it was written just for them, increasing their likelihood of engaging with your content.<\/p>\n<figure id=\"attachment_24275\" aria-describedby=\"caption-attachment-24275\" style=\"width: 841px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/06\/personalize-EngageBay.png\"><img decoding=\"async\" class=\" wp-image-24275\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/06\/personalize-EngageBay.png\" alt=\"personalize messages for marketing automation\" width=\"841\" height=\"422\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/06\/personalize-EngageBay.png 1350w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/06\/personalize-EngageBay-300x151.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/06\/personalize-EngageBay-1024x514.png 1024w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/06\/personalize-EngageBay-768x386.png 768w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2022\/06\/personalize-EngageBay-595xh.png 595w\" sizes=\"(max-width: 841px) 100vw, 841px\" \/><\/a><figcaption id=\"caption-attachment-24275\" class=\"wp-caption-text\"><em>EngageBay options for personalization<\/em><\/figcaption><\/figure>\n<p>Personalized emails have at least a 25 percent greater chance of being opened, with SaaS marketing resource Kalungi estimating the rate is high as 29 percent. The click-through rates are equally elevated at 41 percent, Kalungi notes.<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/spam-words-list\/\">Read also: All The Email Spam Words You Should Avoid: A 2024 List<\/a><\/p>\n<h3><span style=\"color: #993300;\"><strong>2. Reevaluate your subject lines<\/strong><\/span><\/h3>\n<p>A clickbait subject line might attract clicks, but at what cost? You\u2019ll lose subscribers as soon as they realize what you did.<\/p>\n<p>Many businesses rely on clickbait as a crutch because they think their <a href=\"https:\/\/www.engagebay.com\/blog\/best-email-subject-lines\/\">email subject lines<\/a> aren\u2019t compelling enough to inspire opens. That means you have to work on the quality of your subject lines. Go for honesty.<\/p>\n<p>Ditch the spam words and misleading claims. Instead, understand how to speak to people&#8217;s emotions, from happiness to FOMO. Perhaps throw in an <a href=\"https:\/\/www.engagebay.com\/blog\/branding-emojis\/\">emoji<\/a> or two, but only when appropriate.<\/p>\n<p>These tactics work to increase open rates and don\u2019t involve an ounce of deception.<\/p>\n<h3><span style=\"color: #993300;\"><strong>3. Prune your email list<\/strong><\/span><\/h3>\n<p>Inactive subscribers will damage your sender reputation, as ISPs assume these subscribers could be spam traps.<\/p>\n<p>You must go through your email list regularly. How regularly? At least every three months, or after a successful email marketing campaign with a subscriber boon.<\/p>\n<p>Don\u2019t necessarily remove inactive subscribers. Initiate a reactivation campaign.<\/p>\n<p>If you can reach them through your emails, great! However, if they\u2019re not opening or clicking through the new wave of content you send, it\u2019s time to remove them from your list.<\/p>\n<p>They can always resubscribe another time if they\u2019re interested.<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/sender-reputation-email-deliverability\/\">Read also: Unlocking the Secrets of Email Sender Reputation<\/a><\/p>\n<h3><strong><span style=\"color: #993300;\">4. Send fewer emails<\/span><\/strong><\/h3>\n<p>With billions of emails sent daily, how many do you contribute to? Striking the right email send balance is tricky. If you email your audience too seldom, they\u2019ll forget about you, which could increase your risk of ending up in the spam filter.<\/p>\n<p>However, if you email them too frequently, you could still get marked as spam or lose subscribers. So, what is the right number to aspire to?<\/p>\n<p>It varies, but there\u2019s no need to email your audience daily. Once to five times per week is a good balance. This cadence is just enough to remind your audience you exist but not so much that they\u2019ll get annoyed with your emails.<\/p>\n<h3><strong><span style=\"color: #993300;\">5. Activate global unsubscribes<\/span><\/strong><\/h3>\n<p>A global unsubscribe frees an audience member of all future correspondence from every related email list they might have subscribed to.<\/p>\n<p>You might wonder why you should give your audience that kind of power, so allow us to tell you. The easier it is for users to unsubscribe, the less time they\u2019ll spend on your email list.<\/p>\n<p>You want a high subscriber count, but if your audience doesn\u2019t know how to unsubscribe or you make it difficult to depart your email list, you\u2019ll get reported for spam instead.<\/p>\n<p>It\u2019s better to have a reasonable number of email subscribers and a low spam complaint rate than tens of thousands of subscribers but a high rate.<\/p>\n<p><a href=\"https:\/\/www.engagebay.com\/email-templates\/\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-66157 size-full\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1.png\" alt=\"Banner promoting over 1,000 free HTML email templates from EngageBay. Customize and send beautiful, easy-to-use email templates for impactful marketing campaigns. Try for free.\" width=\"770\" height=\"206\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1.png 770w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1-300x80.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1-768x205.png 768w\" sizes=\"(max-width: 770px) 100vw, 770px\" \/><\/a><\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/email-protocols\/\">Read also: What Are Email Protocols? Basics of SMTP, IMAP, POP3<\/a><\/p>\n<h3><strong><span style=\"color: #993300;\">6. Segment your audience<\/span><\/strong><\/h3>\n<p>A well-segmented audience is a must before you launch your next email marketing campaign. <a href=\"https:\/\/www.engagebay.com\/blog\/what-is-audience-segmentation\/\">Segmentation<\/a> introduces a greater rate of personalization if you separate your audience groups by criteria like buyer behavior, pain points, and interests.<\/p>\n<p>Segmentation also ensures your leads and customers receive the right marketing messages as they journey through the sales funnel.<\/p>\n<p>For example, a lead doesn\u2019t need to receive emails about add-ons to your main product when they haven\u2019t even purchased the main product yet.<\/p>\n<p>As beneficial as audience segmentation is, it\u2019s not a one-and-done. Your audience\u2019s needs, interests, purchasing behavior, and pain points will change over time. You must stay current on what they need. Only this way can you provide them with tailored, useful content and top-notch product recommendations.<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/blacklists-greylists-whitelists-email-deliverability\/\">Read also: The Impact of Email Blacklists, Greylists, and Whitelists<\/a><\/p>\n<h3><strong><span style=\"color: #993300;\">7. Send emails from the same domain<\/span><\/strong><\/h3>\n<p>Don\u2019t hop from one domain to the next. Keep your emails centralized to one domain, and always send your messages from it. This reliability will give your audience a baseline of which email address to expect messages from.<\/p>\n<p>Spam emails can masquerade as the real deal from email addresses that closely mimic yours, so stick to one domain once you choose it.<\/p>\n<h3><strong><span style=\"color: #993300;\">8. Use double opt-ins<\/span><\/strong><\/h3>\n<p>Double opt-ins require a subscriber to consent to join your email list twice. First, they confirm when they fill out your opt-in form, then they\u2019re transferred to a landing page or receive a confirmation email, where they must consent again.<\/p>\n<p><a href=\"https:\/\/www.engagebay.com\/blog\/best-opt-in-email-strategies\/\">Double opt-ins<\/a> ensure that only the truly interested subscribers get on your email list. It\u2019s too much trouble for someone on the fence to use a double opt-in, so you\u2019ll weed them out before they can get on your list and complain about spam.<\/p>\n<h3><strong><span style=\"color: #993300;\">9. Send a welcome message immediately<\/span><\/strong><\/h3>\n<p>You might need to curtail email sending, but one message you can\u2019t skip is the welcome email. This should go out right after a user subscribes to your email list.<\/p>\n<p>It confirms they joined the list and gets the ball rolling to build a professional relationship.<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/isp-email-deliverability\/\">Read also: ISP and Email Deliverability: How To Hit The Inbox Always<\/a><\/p>\n<h3><strong><span style=\"color: #993300;\">10. Remind your audience how they joined your email list<\/span><\/strong><\/h3>\n<p>Account for those forgetful audience members who might not be sure how they got on your email list by noting how and when they joined. You don\u2019t need to provide information down to the exact date and time, but a brief note that states something like, \u201cYou joined our email list in September 2023\u201d helps.<\/p>\n<p>Include that note in all future emails to that subscriber. <span style=\"font-size: 16px;\">It\u2019s a small way of personalization and helps them recall that they\u2019re on your email list of their own volition.<\/span><\/p>\n<p><a href=\"https:\/\/www.engagebay.com\/email-templates\/\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-66157 size-full\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1.png\" alt=\"Banner promoting over 1,000 free HTML email templates from EngageBay. Customize and send beautiful, easy-to-use email templates for impactful marketing campaigns. Try for free.\" width=\"770\" height=\"206\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1.png 770w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1-300x80.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2024\/08\/Final-Email-Blog-CTA-770x206-1-768x205.png 768w\" sizes=\"(max-width: 770px) 100vw, 770px\" \/><\/a><\/p>\n<h3><strong><span style=\"color: #993300;\">11. Don\u2019t buy or rent email lists<\/span><\/strong><\/h3>\n<p>This last tip bears repeating: you should never rent, borrow, or purchase an email list.<\/p>\n<p>We can understand the temptation to buy if you\u2019re a small business that has tried and failed to <a href=\"https:\/\/www.engagebay.com\/blog\/email-list\/\">build an email list<\/a> using email marketing tactics. However, resorting to purchasing an email list is not the way to build a lasting audience. You have contacts in number only. They\u2019re not engaged, they\u2019re not interested, and they\u2019re unlikely to buy.<\/p>\n<p>Your subscriber count will fall like dominos. People will wonder who this strange company is emailing them. Your spam complaints will also go through the roof.<\/p>\n<p>Rather than spend the money on buying an email list, invest in email marketing. Paid campaigns will help your email list grow, although it will take time and patience.<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/ip-warming-email-deliverability\/\">Read also: IP Warming and Email Deliverability: Here&#8217;s What To Know<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Bottom_Line\"><\/span><span style=\"color: #339966;\"><strong>Bottom Line<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Getting reported for spam is injurious to your business. You tarnish your sender reputation, reduce your open and click-through rates, and destroy goodwill between your business and customers.<\/p>\n<p>Understanding your spam complaint rate and striving to reduce it will ensure more of your emails reach their intended place \u2013 your customer\u2019s inboxes!<\/p>\n<p>For email marketing that actually works, try <a href=\"https:\/\/www.engagebay.com\/\">EngageBay<\/a>. It&#8217;s free with limited features and comes with integrated <a href=\"https:\/\/www.engagebay.com\/products\/crm\">CRM tools<\/a>.<\/p>\n<p><i><span style=\"font-weight: 400;\">\ud83d\udc49 Have you tried our<\/span><\/i><a href=\"https:\/\/www.engagebay.com\/email-templates\/\"> <i><span style=\"font-weight: 400;\">email templates<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">? Share your experience in the comments below, and let us know how they worked for your campaigns!<\/span><\/i><\/p>\n\r\n            <script>\r\n                var EhAPI = EhAPI || {}; \r\n                EhAPI.after_load = function() {\r\n                    EhAPI.set_account('ktb76s1540fl2hnhbqnrtd2npb', 'our');\r\n                    EhAPI.execute('rules');\r\n                };\r\n                (function(d, s, f) {\r\n                    var sc = document.createElement(s);\r\n                    sc.type = 'text\/javascript';\r\n                    sc.async = true;\r\n                    sc.src = f;\r\n                    var m = document.getElementsByTagName(s)[0];\r\n                    m.parentNode.insertBefore(sc, m);   \r\n                })(document, 'script', '\/\/d2p078bqz5urf7.cloudfront.net\/jsapi\/ehform.js');\r\n            <\/script>\r\n            <script>\r\n                function waitForEhForms() {\r\n                    const interval = 100; \/\/ Check every 100ms\r\n                    const checkAndLoad = () => {\r\n                        const params = new URLSearchParams(window.location.search);\r\n                        const elementorPreviewParam = params.get('elementor-preview');\r\n                        if (elementorPreviewParam && typeof EhForms !== 'undefined' && typeof EhForms.loadForms === 'function') {\r\n                            EhForms.loadForms();\r\n                            console.log('EhForms.loadForms() called successfully.');\r\n                        } else {\r\n                            setTimeout(checkAndLoad, interval);\r\n                        }\r\n                    };\r\n                    checkAndLoad();\r\n                }\r\n                \/\/ Call the function\r\n                waitForEhForms();\r\n            <\/script>\r\n        <div class='engage-hub-form-embed' id='eh_form_6268678992035840' data-id='6268678992035840'><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Your business emails would never get marked as spam, right? That\u2019s the hope of every company, but reality can often [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":47750,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[49],"tags":[8775,271,8776,8777],"class_list":["post-47462","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-complaint-rates","tag-email-deliverability","tag-spam-complaint-rates","tag-spam-complaints"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.3 (Yoast SEO v25.3.1) - 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All-in-one marketing, sales, and service\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/engagebay\" \/>\n<meta property=\"article:published_time\" content=\"2023-09-20T13:08:49+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-13T09:02:59+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/09\/complaint-rates-email-deliverability.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Nicole Malczan\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@engagebay\" \/>\n<meta name=\"twitter:site\" content=\"@engagebay\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nicole Malczan\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"13 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.engagebay.com\/blog\/complaint-rates-email-deliverability\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.engagebay.com\/blog\/complaint-rates-email-deliverability\/\"},\"author\":{\"name\":\"Nicole Malczan\",\"@id\":\"https:\/\/www.engagebay.com\/blog\/#\/schema\/person\/ab4bd7395a29f3686b9782f656820fda\"},\"headline\":\"The Impact of Spam Complaint Rates on Email Deliverability (And How To Fix It)\",\"datePublished\":\"2023-09-20T13:08:49+00:00\",\"dateModified\":\"2026-05-13T09:02:59+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.engagebay.com\/blog\/complaint-rates-email-deliverability\/\"},\"wordCount\":2660,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.engagebay.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.engagebay.com\/blog\/complaint-rates-email-deliverability\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/09\/complaint-rates-email-deliverability.png\",\"keywords\":[\"complaint rates\",\"email deliverability;\",\"spam complaint rates\",\"spam complaints\"],\"articleSection\":[\"Email Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.engagebay.com\/blog\/complaint-rates-email-deliverability\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.engagebay.com\/blog\/complaint-rates-email-deliverability\/\",\"url\":\"https:\/\/www.engagebay.com\/blog\/complaint-rates-email-deliverability\/\",\"name\":\"The Impact of Spam Complaint Rates on Email Deliverability\",\"isPartOf\":{\"@id\":\"https:\/\/www.engagebay.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.engagebay.com\/blog\/complaint-rates-email-deliverability\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.engagebay.com\/blog\/complaint-rates-email-deliverability\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/09\/complaint-rates-email-deliverability.png\",\"datePublished\":\"2023-09-20T13:08:49+00:00\",\"dateModified\":\"2026-05-13T09:02:59+00:00\",\"description\":\"You will have high spam complaint rates if: You send attachments in emails no one asked for, your unsubscribe process is so convoluted ...\",\"breadcrumb\":{\"@id\":\"https:\/\/www.engagebay.com\/blog\/complaint-rates-email-deliverability\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.engagebay.com\/blog\/complaint-rates-email-deliverability\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.engagebay.com\/blog\/complaint-rates-email-deliverability\/#primaryimage\",\"url\":\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/09\/complaint-rates-email-deliverability.png\",\"contentUrl\":\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/09\/complaint-rates-email-deliverability.png\",\"width\":1000,\"height\":600,\"caption\":\"complaint-rates-email-deliverability\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.engagebay.com\/blog\/complaint-rates-email-deliverability\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.engagebay.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Email Marketing\",\"item\":\"https:\/\/www.engagebay.com\/blog\/category\/email-marketing\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"The Impact of Spam Complaint Rates on Email Deliverability (And How To Fix It)\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.engagebay.com\/blog\/#website\",\"url\":\"https:\/\/www.engagebay.com\/blog\/\",\"name\":\"EngageBay - 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