Email Marketing: Comcast Feedback Loop

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A pretty substantial announcement has been made in the area of email deliverability. Comcast, with support from Return Path, will be launching a complaint feedback loop which forwards mail reported by Comcast users as spam back to the enterprises sending the mail.

Comcast offers the Feedback Loop Service  free of charge to parties sending large amounts of mail to Comcast members. According to the site, "the feedback loop (FBL) will forward any mail reported as spam originating from the associated IP addresses back to the listed email address." Comcast recommends the use of a dedicated e-mail address for this purpose.

A feedback loop is a system used by ISPs (Internet Service Providers) that notifies message senders that one of their subscribers has reported that email as spam (often through the 'report spam' button through a client's email interface). The benefits for senders are that 1) they can identify which customers no longer want to receive email, and 2) become able to diagnose problems originating from their networks, such as virus-infected spam-producing machines. 

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