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Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

Feedback Loop

A feedback loop (FBL) is a service offered by mailbox providers that notifies a sender when a recipient marks their email as spam, so the sender can remove that complainer and protect their reputation.

Also known as: FBL, complaint feedback loop

Without a feedback loop, spam complaints happen invisibly — you never know who hit the button. FBLs pull back the curtain, letting you act on complaints before they wreck your reputation.

How does a feedback loop work?

You register with a mailbox provider's FBL. When a recipient marks your email as spam, the provider forwards you a complaint report so you can suppress that address immediately.

Why do feedback loops matter?

Continuing to email someone who complained guarantees more complaints and reputation damage. FBLs let you honor those signals fast, keeping your complaint rate low.

How are FBLs handled?

Most established email platforms are already enrolled in major providers' feedback loops and automatically suppress complainers on your behalf.

Related terms

Email Deliverability Sender Reputation SPF DKIM DMARC Hard Bounce

Related reading from Drip

How to Achieve a Great Email Sender Reputation How to Test Email Deliverability (Step by Step)

Frequently asked questions

What is a feedback loop in email?
A feedback loop (FBL) is a service from mailbox providers that notifies a sender when a recipient marks their email as spam, so the sender can suppress that address and protect their reputation.
How does an email feedback loop work?
A sender registers with a mailbox provider's FBL. When a recipient marks a message as spam, the provider sends the sender a complaint report, allowing them to remove that address from future sends.
Why are feedback loops important?
They let you act on spam complaints you'd otherwise never see. Continuing to email someone who complained produces more complaints and damages your reputation, so FBLs help keep your complaint rate low.
Do I need to set up feedback loops myself?
Usually not. Most established email platforms are already enrolled in the major mailbox providers' feedback loops and automatically suppress people who file complaints on your behalf.
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