Complaint Rate Metric

The Complaint Rate represents the percentage of contacts that were lost (made inactive) by complaining via an ISP feedback loop, or that complained via the application.

What Does The From Complaint Rate Represent?

The Complaint Rate metric represents the percentage of contacts that were lost (made inactive) by complaining via an ISP feedback loop, or via the application.

Why Is The From Complaint Rate Important?

The Complaint Rate is important because it better clarifies why you are losing contacts. If a contact is unsubscribed because they complained via their ISP, this tells you that either you are sending to the wrong people, or sending the wrong content. Unlike bounces, which are the result of technical errors sent back from the receiving mail server, a contact actually has to complain via their ISP or via the application. They can do this by clicking the Report Spam button (or similarly named button) after receiving an email from you.
Warning: A high number of complaints will negatively impact your sender and delivery rating. For information on the sender and delivery ratings, see Sender and Delivery Rating.
Tip: For more information on fixing a low sender or delivery rating, see Tips For Fixing A Low Email Sender/Delivery Rating.

How Is The Complaint Rate Calculated?

(Complaints/Sent) * 100 = Complaint Rate

Note: The Complaints metric is comprised of complaints from ISP feedback loops, and complaints made via the application. For more information on these metrics and how they are calculated, see From Complaint Metric, Complaints From ISP Feedback Loops Report and From Complaint - Bronto Feedback Metric.
Note: A big part of CAN-SPAM compliance is honoring complaints and subsequent unsubscribe request in a timely fashion. For more information on CAN-SPAM compliance, see CAN-SPAM Act.