Complaint rate & throttling: monitor and respond
Mailbox providers throttle when complaint signals rise or when mail lacks clear unsubscribe paths. This page ties together authentication health, unsubscribe UX, and feedback loops to keep complaint rate below thresholds and avoid throttling.
Health check
Run a 3‑sec audit and confirm One‑Click headers and alignment pass. Then wire up your feedback loop.
Targets & signals
- Complaint rate: stay well below provider thresholds (aim < 0.1% where possible)
- Unsubscribe friction: One‑Click present; visible link; single‑step endpoint
- Authentication health: DMARC/Alignment pass; SPF lookups ≤10; DKIM pass observed
Playbook
- Make unsub easy: RFC 8058 One‑Click; prominent link; no login
- Suppress aggressively: honor unsubscribes quickly; remove complainers
- Segment: isolate high‑risk cohorts to protect domain reputation
- Monitor: daily audit + alerts on One‑Click missing and score Δ≥20
- Prove: store PDF with scanId/sha256 for launches and spikes
Throttling response
- Reduce send rate; prioritize transactional routes
- Fix the highest‑impact issue (usually unsubscribe UX)
- Rebuild reputation: low‑risk segments, clean lists, double‑opt‑in