Email Feedback Loops

Feedback loops (FBLs) enable ISPs to share information on spam complaints from their users with email senders. They provide valuable feedback to both ISPs and marketers on what users consider to be "spammy".

Many ISPs implement a "this is spam" link, or an equivalent link or button in their systems. When one of these links is used by the ISP's subscribers to flag an email as spam, a number of things occur:

  1. The ISP keeps track of which messages are marked as spam, and uses this information as one of its metrics in determining which emails should be delivered to its subscribers inboxes, and which get blocked, or sent to the Spam folder.
  2. The ISP may block all future emails from the same sender to the same recipient.
  3. If the sending organization is signed up for the ISP's feedback loop, that organization is notified. Usually this means that an email is sent to the senders feedback loop email address, reporting on what happened.

Many email users, after hearing that spammers use unsubscribe links to verify that an address is active, rather than actually unsubscribing the recipient, have made a habit of flagging emails as spam, rather than clicking on unsubscribe links. This is further reinforced by ISPs (arguably correctly) blocking all future emails from that particular sender to the complaining subscriber. As a result, even the cleanest of email lists which send email that most would not consider to be spam will receive spam complaints.

Feedback loops are a valuable source of information to ISPs and email marketers. They provide one of the most accurate metrics available on how "spammy" an email campaign is perceived by its recipients as being, and help ISPs to more accurately filter spam, while allowing legitimate emails through.

The four most significant email service providers which offer feedback loops are:

  • AOL
  • Gmail
  • Microsoft (Hotmail)
  • Yahoo

Gmail was absent from this list until recently. They're currently running a pilot feedback loop program that is restricted to ESPs (Email Service Providers) only.

See the How to Apply for Feedback Loops page for information on what feedback loops are out there and how to apply for them.