Feedback Loop
Knowledgebase Article
Feedback Loop
A feedback loop is a data feed service setup by Internet service providers (ISP) which forward complaints originating from their users back to the sender. This complaint data is then processed by the sender so they can remove and/or permanently unsubscribe the user from the mailing list to avoid future complaints which can seriously affect future delivery.
It also gives ESPs (Email Service Providers) the ability to keep a “score card” of how many complaints are received for a given client (or mailing) so they can take the appropriate action. People who generate a lot of complaints can cause a lot of problems with delivery, especially if they are part of a shared pool used by many customers. On average, if you are generating a complaint rate over 0.25% (1 in 400) at any given ISP for a given mailing, this is a clear sign that people are not happy receiving your email or there is a problem with how you are populating your lists.
Below is a list of top FBLs that are currently in use:
- AOL
- Bluetie
- Comcast
- Cox
- Earthlink
- Excite
- Hotmail/MSN
- Lashback
- Tucows
- Mailtrust
- RoadRunner
- United Online
- USA.net
- Yahoo!
Unfortunately, many ISPs do not provide feedback loops to senders primarily because of the administrative hassles associated with them, but they are one of the best ways for email marketers to keep track of their sender reputation, track delivery issues and maintain their contact lists.
We calculate the complaint rate by dividing the total number of complaints received by the total number of email sent to the FBL domains (listed above). It is not divided by the total number of emails sent as this would not give the most accurate representation of your true complaint rate at each ISP.
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