Feedback Loops (FBL)

Document created by 9588451ecc601f1a2620c0a3338f73ddec06dbf4 on Dec 18, 2014Last modified by Kiersti Esparza on May 10, 2019
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What is a feedback loop (FBL)?

An FBL is an arrangement between an email sender, such as Marketo, and an Internet Service Providers (ISPs) or email hosting service.  The FBL allows the email sender to be automatically notified when the user who receives an email marks it as spam.

 

When a lead who uses one of these ISPs clicks the spam button for an email, the ISP sends an automated notice to Marketo. Marketo automatically unsubscribes the lead with the unsubscribe cause, "Customer Complaint Received from ISP".  Marketo's Email Compliance Team also logs these complaints for internal compliance monitoring. 

 

What FBLs is Marketo enrolled in?

 

By default, all emails sent by Marketo are covered by an FBL with the following email providers:

BAE/USA.NET
Bluetie/Excite
Comcast
Cox
Earthlink
Fastmail
Italia Online
Laposte.net
Liberty Global
Locaweb
Mail.com
Mail.ru*
OpenSRS/Tucows
Outlook.com
QQ.com*
Rackspace (formerly Mailtrust)
Seznam.cz
Synacor
Telenor
Telstra
Terra
United Online/Juno/Netzero
VerizonMedia (AOL, Yahoo, Verizon)
XS4ALL
Yandex
Zoho.com

 

Marketo audits these partnerships annually, sometimes more frequently for specific partnerships.

 

*The FBLs for Mail.ru and QQ.com can only be set up for customer's on dedicated IPs.  Please reach out to Support if these Russian and Chinese ISPs respectively are targets for your email program.

 

Notably, Gmail does not offer a non-standard, proprietary FBL process in beta.  Marketo has evaluated the beta and we continue to monitor this program but have determined not to move forward at this time.

 

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