Why is my Gmail Postmaster Tools Spam Feedback Loop not populating?
Summary
What email marketers say12Marketer opinions
Email marketer from Email Vendor Help Center explains that a common issue is the incorrect implementation of the Feedback-ID header by the ESP. Double-checking the header format and placement ensures that Gmail can correctly identify and aggregate the data.
Email marketer from Reddit explains that poor inbox placement (emails landing in spam) can prevent the data from populating correctly. Addresses email content, sender reputation and spam trigger words as potential cause.
Email marketer from Mailjet shares that each Feedback-ID should correspond to a unique campaign identifier. The number of Feedback IDs used should be manageable in the Postmaster Tool, with best practice being under 100.
Email marketer from Google Support Forum explains that the Spam Feedback Loop (FBL) requires a certain minimum volume of emails sent to Gmail users for data to populate. If the volume isn't high enough, no data will be shown, even if Feedback-IDs are correctly implemented.
Marketer from Email Geeks shares that they see data populate now and then, but Google only does that if it's meaningful and is not giving away too much information. They group based on values and display it if they think it's useful. They see Campaign id's & sometimes chunks of campaigns being reported, which helps them tremendously in identifying bad campaigns for specific clients.
Marketer from Email Geeks guesses the feedback loop part of the data is broken and shows only a fraction of rows that should be there and it's been like this for months. Also suggests fixing the spam rate data takes Google weeks and fixing much less 'popular' feedback loop tab isn't a priority.
Email marketer from Reddit shares that there can sometimes be delays in data reporting within the Postmaster Tools. Even if the setup is correct and volume is sufficient, it might take some time for the data to populate in the Spam Feedback Loop.
Marketer from Email Geeks explains that meeting Gmail's criteria for displaying Spam Feedback Loop data depends on reputation, volume, and header implementation. If Gmail doesn't see enough volume with matching IDs, they may not provide the data. They suggest investigating commonalities among those who aren't engaging positively, as spam complaints indicate issues with email practices.
Email marketer from StackOverflow shares that missing or misconfigured authentication records (SPF, DKIM, DMARC) can impact data reporting in Postmaster Tools, even if the Feedback-ID is present. They advise ensuring proper authentication setup for all sending domains.
Email marketer from Quora shares that it can take several days or weeks for the Spam Feedback Loop data to start populating after initial setup. They advise waiting a sufficient amount of time before troubleshooting, as the data might not appear immediately.
Email marketer from MarketingProfs shares that you need to make sure the tool is correctly setup, by verifying the domain with a TXT record. They advise this before proceeding.
Email marketer from Email Marketing Forum shares that low IP reputation can prevent data from populating in the Spam Feedback Loop. Gmail may prioritize data from senders with good reputations, so improving IP reputation can help.
What the experts say3Expert opinions
Expert from Spam Resource explains that Google's Spam Feedback Loop (FBL) requires a sufficient volume of email for it to function. If the volume of email being sent is too low, the FBL will not populate with any data.
Expert from Email Geeks explains that the intention of the Spam Feedback Loop was mostly for ESPs to identify clients with problems on shared d=domains. They imagine it going away with v2 as Google now requires d= to align.
Expert from Word to the Wise explains that Feedback loops require a critical mass to function. If you have high complaint rates, it might be a false positive.
What the documentation says5Technical articles
Documentation from RFC-5432 explains that the Feedback-ID should be unique per campaign and provide enough detail for diagnostic purposes but not too much that breaches data privacy.
Documentation from SparkPost explains that DMARC policies that are too strict (e.g., p=reject) can prevent data from being reported back to the Spam Feedback Loop, especially if there are authentication issues. A policy of p=none or p=quarantine is recommended for initial setup.
Documentation from Gmail Help explains that the Feedback-ID header must be correctly formatted, and each identifier should correspond to a specific campaign or traffic stream. Incorrect formatting or inconsistent usage can prevent data from appearing in the Spam Feedback Loop.
Documentation from Postmark explains that there is a limit to the amount of Feedback-IDs that Gmail will track. If you exceed the number of unique Feedback-IDs, not all of them may populate in the Spam Feedback Loop reporting. They advise using a manageable amount of IDs.
Documentation from SendGrid explains that Gmail requires that you send to a certain number of users who then mark you as spam, before you see results in the feedback loop tool.