To answer how to reduce spam complaint rates, we must first define a spam rate, explain how it is calculated, identify a normal healthy spam rate, how spam emails are reported, and share how to create a healthier spam rate.
What is a spam rate?
A spam rate is the amount of email recipients who have reported your email as spam. This is calculated based on the amount of emails that are delivered. For example, if you send 10,000 emails and 10 emails are reported as spam, your spam rate is 0.1%. A normal healthy spam complaint rate is anything that is less than 0.1% (1 complaint for every 1,000 emails delivered).
Spam is reported by email recipients when an email recipient either:
- Click the “this is spam” or “report spam” link in their inbox.
- Unsubscribe from an email and mark spam as the reason that they unsubscribed.
Why Spam Complaint Rates Occur with WiFi Marketing
- Enough emails are not being sent. Spam rates are increased when recipients forget that they opted in to receive emails, because they have not received emails in an extended period. Typically, they have opted in to receive emails after logging into a WiFi login page, and then forget that they subscribed because they did not receive enough email communications. When they do finally receive an email from a campaign, they forget where it came from, and report it as spam.
- Too many emails are being sent. Alternatively, spam complaint rates can increase with recipients receive more than one email a week. This especially increases spam rates if email campaigns have content that barely differs from one campaign to another.
- Old or outdated email lists are added to a WiFi email recipient list. Subscribers forget that they subscribed, and flag emails as spam.
- Email campaigns are created to promote a business, but contains content that recipients feel is spammy or does not benefit them. When deciding what to put in an email, it’s important for businesses to think about what their audience as a whole would find intriguing. Topics that are too niche result in poor open rates and higher-than-normal spam complaint rates.
How to Reduce Spam Complaint Rates
- Create a plan to avoid forgetting to run an email campaign monthly. Every quarter, create a list of campaign topics ahead of time. This will help ensure that you do not forget to run a campaign.
- Create a variety of different email campaign topics that your audience will not find dull or irrelevant. This will also help reduce unsubscribe rates.
- Create content topics that benefit your audience and your business, not just your business.
- Send welcome emails after subscribers sign up, so they do not immediately forget that they subscribed to your email list.
- Strategic coupon offers that appeal to recipients are a great way to provide a value for email subscribers. Your goal should be to get as many coupon redemptions as possible. This means you’re providing content that your entire audience finds relevant to them.