You are using a 100% opt-in file (meaning with the prior agreement of the recipients), you systematically insert an unsubscribe link, you scrupulously handle all unsubscribe requests, and yet your mailings generate complaints for spam?

How is it possible that you strictly comply with the law?

Here are some explanations and measures to take to reduce the complaint rate:

1 - Remind your recipients why they receive your message

This first piece of advice is crucial but unfortunately often overlooked.

However, it should be noted that the main reason why some subscribers click the Spam button is that they cannot make the connection between their registration for a contest or on a partner site and the newsletter coming from you.

Hence the need to provide them with a minimum of explanations through an introductory sentence constructed with merge fields, such as:

“You are receiving this message following the registration of your email address [E-Mail] on [DateInscription] on the partner site [Site], during which you checked the box authorizing our partner to transmit your email address for commercial prospecting purposes related to fishing.”

Or:

“You are receiving this message following your registration on [DateInscription] for the contest [Jeu] organized by the company [OrganisateurJeu], during which you agreed to receive email advertising in the home decor field.”

Or:

“You are receiving this message because your email address [E-mail] is included in a B-To-B address file established under the opt-out system, marketed by company X and registered with the CNIL under number Y.”

This sentence is also necessary for people who have subscribed to your newsletter on your own site, if only to “refresh their memory”:

“You are receiving this message following the registration of your email address [E-Mail] on [DateInscription] on our website example.com.”

Moreover, an email inbox can be shared among several people in the same household, in which case not everyone may be aware of a registration.

2 - Implement the double opt-in principle on your registration form

This involves validating the registration via a clickable link in an email sent to the applicant. This way, you prevent clever individuals from registering others without their knowledge!

What is double opt-in?

3 - Check the proper functioning of your unsubscribe link before sending

If it is not working, the “This is spam” button is often used.

⚠️ Also ensure that the unsubscribe link is clearly visible: avoid making it very small, light gray on white, or inserting it 15 kilometers after the end of your message!

4 - Take into account each unsubscribe request.

OxiMailing manages unsubscribes for you. However, you can also opt for manual management. In this case, make sure to handle unsubscribes promptly and effectively. If your recipient continues to receive your emails after unsubscribing, they are likely to report it as spam, and in this case, it would be legitimate!

5 - Target your recipients properly

If your mailings are highly diversified in terms of products, services, activities… always remember to filter your recipients based on the interests they expressed at the time of registration. For example, if you sell sports items, and a person registered on your site by checking the “Tennis” box in the interests list, respect their choice and do not send them a promotion on items from the “Football” section. There is nothing more unfortunate than losing a subscriber due to an error or oversight in filtering!

6 - Never change the frequency of your mailings

If your recipients are used to receiving a newsletter every 15 days and suddenly they receive 3 in 5 days, they will feel overwhelmed, which can lead to complaints for SPAM.

7 - Never start your email subject with Re:

You must absolutely forget the so-called “Marketing technique” of starting the email subject with Re:, Tr:, or Fwd: to make the recipient believe that you are not the initiator of the email exchange.

Similarly, never use subjects like “Following your quote request” (unless of course the recipient has actually requested a quote).

Indeed, such methods often make the recipient feel like they are being taken for a fool, and the reaction often results in a spam report!

8 - Remove B To B prospect addresses associated with generic domains

An article is dedicated to this issue: Why is it advisable to eliminate email addresses related to generic domains from your files when prospecting for professionals?

These few tips are sufficient to reduce the spam complaint rate by at least half. However, there will always be die-hards who will click the Spam button no matter what you do. It is true that some unscrupulous senders use the unsubscribe link more to validate the existence of an email address than to actually unsubscribe… In any case, we take this into account, as do the operators who receive your emails.

👉 The important thing is to keep the complaint rates as low as possible!