• Salman Qadir
• February 27, 2021

Feeback Loops

Feedback loops play an important role in the email ecosystem, allowing Email Service Providers (ESPs) and senders to receive valuable information about the reputation and engagement of their email campaigns. A feedback loop is a mechanism that enables ESPs to share recipient feedback with the senders, providing insights into how recipients interact with their emails.

Here’s how feedback loops typically work:

1. ESP Participation: ESPs, such as major ISPs (Internet Service Providers) like Gmail, Yahoo, or Outlook, offer feedback loop programs. Senders who wish to receive feedback on their email campaigns can sign up for these programs.
2. Recipient Complaints: When a recipient considers an email as unwanted or spam, they have the option to mark it as such using the “Report Spam” or “This is Junk” button in their email client. This action sends a signal to the recipient’s ESP that the email is undesirable.
3. Feedback Loop Notification: Upon receiving a spam complaint, the ESP identifies the sender’s email address or IP associated with the reported email. The ESP then generates a feedback loop notification.
4. Notification to the Sender: The feedback loop notification is sent to the email address specified by the sender during the feedback loop program registration. This notification typically contains details about the complaint, including the recipient’s email address and the specific email that triggered the complaint.
5. Sender’s Actions: Armed with this information, the sender can take appropriate actions based on the feedback received. They may choose to investigate the complaint, analyze the content and delivery practices, or even remove the recipient from their mailing list to prevent further complaints.

The benefits of feedback loops are twofold:

a. Reputation Monitoring: Feedback loops allow senders to monitor and assess their reputation. By promptly addressing recipient complaints, senders can maintain a positive sending reputation, which is crucial for email deliverability.

b. List Hygiene and Engagement: Feedback loops provide insights into recipient engagement levels. By analyzing complaint rates, senders can identify inactive or uninterested recipients and take necessary steps to improve list hygiene and engagement.

It’s important to note that feedback loops are typically only available to legitimate senders who follow industry best practices, such as obtaining proper consent, providing clear unsubscribe options, and delivering relevant and valuable content.

By actively participating in feedback loop programs and leveraging the insights gained from recipient feedback, senders can improve their email practices, reduce complaints, and enhance the overall effectiveness of their email campaigns.