Today, more than ever, your email reputation is vital for your business.
A degrade in reputation will immediately and severely impact your campaign results.
One of the things, amongst others, that can cause serious reputation issues are spam complaints.
Whenever a subscriber hits the “This is spam” button it has a direct effect

We handle all FBL traffic for our customers and we use it to analyze abuse report trends, giving us the possibility to proactively warn a customer about a change in complaint volume, indicating a possible degrade of reputation.

We keep track of all ARF messages for each customer and have automated processes in place that will analyze these messages. Whenever a trend is spotted for a specific customer (eg a sudden raise in spam complaints) a notification is sent out to our deliverability team and action is taken to contact the customer.

This way the customer can investigate its mailing policy and make necessary changes before bad reputation becomes an issues.
This predictive approach is a valuable service that allows the customer to uphold its reputation, resulting in higher campaign performance.

There’s a wealth of information in ARF / FBL message and it should never be left unused.
Handling ARF messages by unsubscribing each complainer is a critical first step, but there’s so much more information to be used.
Tracking vital information such as original sending IP, recipient, sender headers en much more will help you slice and dice the FBL data that comes in and will show you where to expect delivery issues in the near future.

ISP’s put a lot of effort into the systems that generated ARF / FBL messages, it is up to us (the senders) to use this information, analyze it, make decisions based on results and apply them to our marketing environment. This will automatically result in fewer delivery issues, lessen the burden on ISP’s and most important of all result in higher quality subscribers lists with high performance campaign results.

Daily reports, generated by our custom developed ARF / FBL handler, indicate number of complaints per sender , history of the sender , complaints per IP , and much more … allowing our deliverability team to take action before deliverability issues appear. This makes our lives a lot easier and more importantly, it keeps our customers on track.