Spam complaints are a strong signal that recipients do not want your email. If your complaint rate stays high, inbox placement can drop and some providers may block your sending domain.
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- Track complaints in each Sent Message Report, or use the Rollup report to calculate the rate.
- Target an overall complaint rate below 0.1%.
- Reduce frequency and send only to engaged contacts if complaints rise.
- To reverse a complaint, submit a Support ticket with proof of consent from the same address that complained.
- Gmail complaint counts are not shown because Google does not share that data.
Note: Spam complaint counts do not include Gmail addresses. Google does not share this data with Act-On, so it cannot be displayed in the platform.
What to do if you get spam complaints
Most email clients make the “Report spam” option a deliberate action. A complaint usually means the recipient did not expect your email, does not recognize your brand, or does not want the message type or frequency.
When complaints increase, focus on two common drivers:
- Content: Is the message aligned to what the recipient signed up for?
- Frequency: Are you emailing too often for the segment you selected?
Before sending, you can also review your message’s potential spam indicators using Check the Spam Score in an Outbound Message.
What is an acceptable complaint rate?
As a general best practice, keep your messages-to-complaints ratio below 0.1% (one-tenth of one percent).
| Messages | Complaints |
| 1,000 | < 1 |
| 5,000 | < 5 |
| 20,000 | < 20 |
| 100,000 | < 100 |
What if my campaign goes over the limit?
Email deliverability depends heavily on sender reputation. If your complaint rate is elevated for a period of time, it can reduce inbox placement and may eventually lead to provider-level blocks.
If your complaint rate exceeds 0.1% for a period of time, the best first steps are:
- Reduce sending frequency.
- Send only to your most engaged contacts while you investigate what changed.
- Adjust list-building and targeting practices to better match recipient expectations.
How to reverse spam complaints
If a recipient asks to receive your email again after submitting a complaint, you can request a reversal through Act-On Support.
Submit a ticket to Technical Support and include an attachment of the email where the recipient requests a reversal. The request must come from the same email address that submitted the complaint.
Once approved, the address will be removed from the Spam Complaints list and can receive messages again.