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A
Anonymous
November 5, 2015

Feedback Loops (FBL)

  • November 5, 2015
  • 8 replies
  • 27583 views
*Updated in October 2025
 

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:

  • AOL
  • BlueTie
  • Comcast
  • Fastmail
  • gandi.net
  • ItaliaOnline
  • Laposte.net
  • Liberomail
  • Liberty Global
  • Locaweb
  • Mail.ru
  • Microsoft (Hotmail, Outlook, Live, MSN)
  • OpenSRS/Tucows
  • Rackspace
  • Seznam.cz
  • SFR
  • SilverSky
  • Swisscom
  • Synacor
  • Telenet
  • Telenor
  • Telstra
  • Terra
  • TIM
  • UOL Feedback Loop
  • Virgin Media
  • Yahoo!
  • Ziggo


Currently Marketo does not have a method of signing up for the FBLs for QQ.com.

Notably, Gmail does not offer a traditional FBL. They have a similar offering that Marketo has evaluated and determined does not meet the needs of our clients at this time. Google does offer Postmaster Tools that allow senders to monitor their complaint rate and other reputation information. Senders can sign up here: https://gmail.com/postmaster/ 

 

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    8 replies

    Dory_Viscoglio
    Dory_Viscoglio
    Level 10
    November 5, 2015

    Hey Raul, in order to be whitelisted by AOL Postmaster, they require the FBL email address. Is this something that is common to all Marketo users, or do we need to contact support directly to receive this email address?

    A
    Anonymous
    November 6, 2015

    Hi Dory,

    Per our technical team, the address we have set up to process all feedback loops is feedback@marketo.com. This includes AOL.

    Thanks!

    Raull

    Dory_Viscoglio
    Dory_Viscoglio
    Level 10
    November 9, 2015

    Thanks Raul!

    Dory_Viscoglio
    Dory_Viscoglio
    Level 10
    November 11, 2015

    Last question, I promise! Am I correct in assuming that feedback@marketo.com is managed by a person, and requests from companies such as AOL are approved by clicking the link in the email that they send?

    Also, just as some background to why we're doing this even though it says they're set up by default for AOL, we began working with ReturnPath and this was a recommendation that they made to improve our deliverability to AOL addresses.

    Kiersti_Esparz1
    Kiersti_Esparz1
    Level 4
    December 1, 2015

    Dory,

    Marketo maintains all IP based Feedback Loops, including with AOL, for our shared and dedicated IP addresses.  There is no need for you to set that up separately.  If you need to audit or update the whitelisting with AOL please file a Support Case and ask for the Privacy & Deliverability Team to submit that request on your behalf.  This way we can manage and audit the process for the IPs.

    To answer your question - feedback@marketo.com is not managed by a person, it is a mailbox that feeds directly into our feedback loop processing engine.  Confirmations for new FBLs are sent to abuse@marketo.com which is managed by Marketo's Privacy and Deliverability Team.

    Thank you,

    Kiersti

    Kiersti Esparza

    Manager, Privacy & Deliverability Team, Marketo, Inc.

    Kiersti Esparza
    A
    Amaresh_jam
    January 22, 2016

    Hi Raul / Kiersti,

    This is very useful information. How often do the feedback shared with our instance? Is it daily or in a different frequency? (If yes, how do we get to know the frequency)

    Amaresh

    Kiersti_Esparz1
    Kiersti_Esparz1
    Level 4
    March 18, 2016

    Feedback from these FBL partnerships is processed realtime.

    Here is another article that describes pulling a smart list to review your database for addresses that have been unused through this process.

    Kiersti Esparza
    Robb_Barrett
    Robb_Barrett
    Level 10
    March 31, 2016

    The Link to FBL Sign Up page at the end of this article took me to a 404.

    Robb Barrett
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