By now, most email marketers have probably come to understand that sending email is not without risk. As with any marketing, knowing your audience and serving up something that will entice them to convert is key. Two methods email recipients have to let you, as a marketer, know they don’t like what you’ve sent them is by either unsubscribing or lodging a complaint with their ISP (largest still is Yahoo! with 106MM unique US inboxes according to the latest report).
Note, these are not representative of recipients (your potential or existing customers) telling you they don’t care or are indifferent to what you’ve sent them. But, rather, they’ve gone out of their way to deliberately tell someone they don’t appreciate the email (either you, directly via the unsubscribe or the ISP via a complaint).
Let’s dive into the complaints a bit more, though. These little bits of data a recipient fires off to their ISP or 3rd party service (like SpamCop) have two effects…read on
Recipient’s have far more control over your deliverability than ever before and often not even on purpose, as well as the obvious spam complaints, when people open, click, un-junk your emails this also is taken into account at some levels. If you are on the safelist or address book, this is far less of a worry as ISPs like it because the recipient has made you a trusted sender. Gmail is even trialling an auto-image load for senders who had 2 replies to their address from that gmail inbox!