Feedback loops

Have you heard about feedback loops or are you using them already? No? Then, now is the time.

What are feedback loops?

Briefly, a feedback loop is a message that an email host sends back to an email sender. It notifies the email sender if the recipients have complained about an email campaign and marked the original email as spam.

Several email hosting companies have been offering feedback loops. For example, if a company, such as various email hosts (like Hotmail or GMail), has subscribed to feedback loops, they will quickly receive a notification. The notification tells the sender which email recipients marked the original message as junk mail or spam from their inbox. The corresponding recipients should then be (automatically) removed from the distribution list so that contact will no longer be attempted.


What are the advantages of feedback loops?

The advantages start with the ability to remove recipients who are not interested in the corresponding mailings with the help of the feedback loop. Offers will then no longer be sent to those addresses. This allows you to avoid sending unwanted messages and to save your resources. It will also have a positive effect on the statistics for your offers. If someone has marked your offer as spam, they probably did not open or click the offer, which has a disruptive effect on statistics in a certain quantity.

Feedback loops also prevent the sender from being blacklisted by an email host. If a sender is repeatedly indicated to be a “spammer”, the host will then blacklist them. For example, this will happen if many recipients always mark the offer as spam. Later offers will not be transferred to the recipient’s inbox, but are automatically moved to the spam folder. The worst part of this is that blacklisting not only affects the recipient who indicated the sender to be a “spammer” but every newsletter subscription for that email hosting company.

The ability to discover security gaps is another advantage of feedback loops. If you receive a complaint about offers that you never sent, your system may have been hacked. The determination of the sender’s IT domain is helpful in handling complaints.


Feedback loop providers

If you are interested in feedback loops, we can offer integration for the following email hosting companies.

  •  AOL
  • Yahoo
  • Microsoft

(If you need another provider, we will be happy to integrate their services, too.)


GMail Setup

You can setup the feedback loop for GMail yourself, using the following procedure.

  1. The assumption is that you already have a GMail account with Google.
  2. Open the https://gmail.com/postmaster/ link and click the Get Started link. Login using your GMail account.
  3. Select the plus sign (+) at the lower right of the page.
  4. Google’s setup wizard will then guide you through the setup process.
  5. Enter the domain.
  6. A DNS entry will then be displayed. You must enter that information into your DNS record for the previously defined domain.
  7. Once the TXT record has been entered, complete the process using the Check Now link.

If you are interested in Feedback Loops, we will be happy to answer your questions. Naturally, we will be happy to provide support for using the GMail Loop.


Current offer

Integration into the feedback loop is a component of the Delivery Package. It also includes other, exciting features, like:

  • Send time optimization: The message will be sent to the recipients when they are most likely to open it.
  • Advanced hard bounce validation: Win email addresses back that have not been accessible for a long time and have been erroneously classified as “hard bounces”.
  • Mailing cockpit: Control and prioritize the maximum number of messages which can be sent to a given recipient on a given day.

You will find more information and additional features at: AGNITAS Premium Features


If you need more support in the area of professional email marketing or are looking for the appropriate tool, we will be happy to help. You will find many tips for successful newsletters among our blog articles. For example, read:

Special newsletter with dynamic content