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发表于 2013-4-10 16:14:35
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What is FBL, and how to take advantage of it.
A feedback loop (FBL), sometimes called a complaint feedback loop, is an inter-organizational form of feedback by which a Mailbox Provider (MP) forwards the complaints originating from their users to the sender's organizations. MPs can receive users' complaints by placing report spam buttons on their webmail pages, or in their email client, or via help desks. The message sender's organization, often an email service provider, has to come to an agreement with each MP from which they want to collect users' complaints.[1]
Feedback loops are one of the ways for reporting spam. Whether and how to provide an FBL is a choice of the MP. End users should report abuse at their mailbox provider's reporting hub, so as to also help filtering.[2] As an alternative, competent users may send abuse complaints directly, acting as mailbox providers themselves.
Reporting process
Spencer sends a message to Alice.
Alice complains to Isaac (her ISP) about the message, e.g. by hitting the report spam button.
Isaac encapsulates the message as either an Abuse Reporting Format MIME part, or (less commonly) a standalone message/rfc822 MIME part, and sends it to Spencer if Spencer has signed up to receive that feedback.[3] Otherwise, RFC 6650 provides for auto-subscribe just-in-time FBLs, started by sending an unsolicited abuse report that contains further directives (at a minimum, a way to unsubscribe).[4]
In rare cases, these feedback loops may not be based on user reports. For example, they may be based on automated virus detection, or similar mechanisms.
Advantages for senders
Marketers striving for their mail to be delivered have a twofold advantage: they can remove subscribers that don't want to receive that kind of advertising (listwashing), and they can analyze the complaint rate and hence how their advertising meets market expectations.[6]
Although it may seem like a bit of a waste unsubscribing users who complain once, in the long term it will pay dividends. By unsubscribing users who complain once you are reducing the likelihood of them complaining again, this means your overall complaint rate per IP or domain is kept low which is the key metric that ISP’s use to choose whether or not to deliver your messages. By keeping your complaint rate low from your messages to ISP’s which have feedback loops they are much more likely to allow your messages straight through to the inbox ensuring you continue to get your emails to the subscribers who actually want to receive them.[7]
ESPs, when playing the sender's role, are very sensitive to how sending mail on behalf of their customers may affect their reputation. Monitoring the complaint rate is one of the ways they can control what their users are sending. |
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