Email Marketing: Spam Complaint Rate

Metric Details & Benchmarking Report Download

KPI Benchmarks : Email Marketing: Spam Complaint Rate

  • Benchmark Range 0.01% - 0.20%
  • Benchmark Average 0.1%
  • Benchmark Sample Size (n) 66

* Is High or Low Best: Lower is Better


Download a Sample Email Marketing: Spam Complaint Rate

KPI Details : Email Marketing: Spam Complaint Rate

Email Marketing: Spam Complaint Rate measures the number of users who submit a spam or abuse report after receiving a marketing campaign email in relation to the total number of emails sent during that campaign. A relatively high value for this metric is typically related to a few common factors, including emails that are irrelevant to the lead's interests or are considered inappropriate, sending emails to customers who have not given permission to be emailed (i.e., they did not opt-in), unclear email messages and instructions, messages that sound too robotic (i.e., lack a personal touch), obscured opt-out options, and an overabundance of emails sent to the user over a short period of time. Each of these factors can result in poor overall reach and conversion rates as well as high customer dissatisfaction and an unfavorable reputation.

KPI Best Practices : Email Marketing: Spam Complaint Rate

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KPI Calculation Instructions Email Marketing: Spam Complaint Rate?

Two values are used to calculate this KPI: (1) the number of users who submit a spam or abuse report after receiving a marketing campaign, and (2) the total number of emails sent out to customers or subscribers. A spam or abuse report is considered to be any instance where an individual user marks a received email as junk or spam. Only include emails that are successfully delivered (i.e., emails that do not "bounce") in the denominator. Consider an email "bounce" to be an email that has failed to be delivered due to a fake or disabled email address or domain,if the email address is blocked by the server, if the attachment size is too large to be accepted, if the potential or existing customer’s mailbox is full, and so forth.

KPI Formula :

(Number of Users Who Submit a Spam or Abuse Report / Total Number of Emails Sent) * 100

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