What is an Email Feedback Loop?

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Email Feedback Loop

Several clients have asked recently about feedback loops, so we thought we would take this opportunity to explain what email feedback loops are and how they work.

What is an Email Feedback Loop?

A feedback loop (FBL) is a service offered by many of the larger ISPs.  The FBL reports email complaints back to the sender.  The feedback loop provides a way for email service providers (ISPs) to notify you when someone marks your email as “spam” or “junk” in their email client.

This feedback, or notification, allows you the opportunity to update your email list and prevent additional emails from being marked as spam and negatively impacting your email reputation.  The feedback you receive also gives you additional information on how your emails are being received, thus, providing you with a way to evaluate performance and make adjustments on future content and send frequency rates.

Feedback Loop Requirements

The requirements for setting up a feedback loop vary per ISP, but there are some general guidelines that apply across the board that you should follow in order to help the application process run smoothly:

  • You must own or have admin rights to the domain or IP in order to register for a feedback loop
  • You must set-up/offer a working [email protected] or [email protected] email address for your domain
  • The RDNS of the IP being used needs to match the domain being used
  • The domain or IP being used must have a good reputation at the time of the application

Setting Up Feedback Loops

Here are links to several of the major ISPs feedback loops set-up processes:

Please note that Gmail does not currently provide a true feedback loop, but instead is offering notification using the List-Unsubscribe header. If your email server is authenticated with SPF and DKIM, has a good reputation, and you use a List-Unsubscribe header, you will be notified when your recipient clicks to unsubscribe.  You can sign-up with Gmail Postmaster tools to view feedback loop data directly.

How Does MailMonitor Work with Feedback Loops

MailMonitor is registered with all the major ISPs feedback loops.  Our tools bring all of our hosted feedback loops into one location and display the information to you in the Reputation Management section of the MailMonitor tool. This way, you’ll always have a clear understanding of how your emails are performing and where you email reputation stands.

Want to learn more about the tools and features that the MailMonitor app offers?  Schedule a demo today!

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