Always Get Subscriber Permission

The first step to build a successful list is to get permission from subscribers who want to receive your email campaigns. Permission is not only common courtesy, it’s required by our Acceptable Use Policy.

Definition of Permission

Permission has a very specific definition when it comes to email marketing. Permission is express, verifiable consent to receive marketing communication.

Express means that when you asked for permission, your question wasn’t tied in with another agreement. For example, a separate checkbox for “I would like to receive marketing email from X company” is express and clear.

Your permissions should also be verifiable and we recommend you archive your permission from each subscriber. In addition, we track and save the date and time of submissions, in LimeSpot’s Approach signup forms, to make sure you’ve verified permission.

No-Permission Consequences

It’s more likely to receive spam reports and complaints from people who haven’t given your permission and less likely to engage with your email marketing campaigns an/or make purchases.

Spam and complaints can lead to account filtering and blacklisting. This can also damage LimeSpot’s reputation as a whole and negatively affect delivery for all our Approach users.

SPAM Reports

If any of your email recipients report your email as spam, their inbox notifies their internet service provider (ISP) that the message in question looks suspicious. After that, the ISP tracks how many people on their network report emails from the sending domain as spam.


  1. It’s important that all of your email campaigns include an unsubscribe link your subscribers can easily find, because some of the spam reports may actually be attempts to unsubscribe! 20% of email users report that they mark emails as spam that they know aren’t spam.
  2. Make sure your email labels are clearly tied to your brand and try to send your campaigns regularly so your subscribers don’t forget who you are. 43% of email users will report spam if they don’t recognize the sender’s from name or from email address.

SPAM Filters

ISPs usually have aggressive spam filters that detect sloppy code or “spammy” content, and automatically flag your email campaigns. So unfortunately spam report and complaints are not the only way you can get blacklisted by an ISP.

In addition, a firewall could be programmed to scan any campaign content for URLs that have been reported as spam or blacklisted, and block the email that contains them. That means that if another person or business mentions one of your blacklisted domains in their totally separate email, the ISP could block that user’s emails too. Also, ISPs and anti-spam services share their records with each other. If you get reported to one, you could be blocked from others as well.

There are no all-encompassing guidelines on what content to avoid, but in general we recommend you design your campaigns to be clean, clear, and balanced.


The ISP can blacklist you if enough people mark your email campaigns as spam. It will block any message you send to anyone on their network. ISPs have different thresholds for blacklisting, but they tend to be very low. A few spam reports could get you blocked. Once you’re on a blacklist, it’s very difficult to get yourself removed, so it’s critical to ensure your subscriber lists are permission-based and that your permission doesn’t go stale.

What You Should Do

  1. To ensure a healthy subscriber list, always secure permission before you send.
  2. Remember that any list from a third-party source, no matter how reputable, violates our Terms and puts you at risk.
  3. Make sure your list collection methods are compliant with our Acceptable Use Policy and never send unsolicited marketing campaigns.

Account Suspension Thresholds

You must use the Approach App and send emails within the following thresholds.

  1. High Bounce rate: Bounce rates should be below 10% during any given send. If you exceed this threshold your account will be contacted, and/or suspended.
  2. FBL (Feedback Loop) Complaints: FBL/Spam and complaint report rates should be lower than 3%. If you exceed this threshold, your account will be contacted, and/or suspended.
  3. Invalid Email: Invalid emails should be lower than 5%. If you exceed this threshold, your account will be contacted, and/or suspended.
  4. ISP Throttling: ISP throttling rate (recipient domains deferring their email) should be below 15%. If you exceed this threshold, your account will be contacted, and/or suspended.