Measuring open and click-through rates can show you just how successful your e-mail marketing campaigns are.
But on the flip side, there’s another metric you should measure: the “complaint rate”. And if it’s too high, you could be in trouble.
Complaint rate is the percentage of recipients receiving your e-mail who complain to their ISP that you are spamming them.
According to e-mail deliverability expert Kevin Senne, the complaint rate should not exceed 0.2%, meaning a maximum of 2 spam complaints per 1,000 e-mails broadcast.
Warning: a number of e-mail services will refuse to distribute e-mails to your list if your spam complaint rate exceeds 0.2% or even 0.1%.
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1. Make your e-mail copy more content-heavy…and less sales-oriented.
2. Ask subscribers what they want to read in your e-mails and give it to them.
3. E-mail your list less frequently.
Source: The Marketing Report