“Iterable Complaint Spike: Bot Attack or Something Else?”

Email marketers are no strangers to complaints, but when they start noticing strange patterns in these complaints, it’s natural to become concerned. A friend recently asked about an unusual spike in email complaints within Iterable—specifically from Gmail users, who do not report complaints back to the ESP (Email Service Provider). The odd part? Some users are submitting multiple complaints about the same emails, weeks after they were first sent. This blog explores possible explanations for this strange behavior and offers suggestions on how to mitigate its impact.

Understanding the Situation

In Iterable, as with many ESPs, Gmail does not report user complaints directly, which means tracking and addressing issues with Gmail users can be particularly challenging. However, what’s even more perplexing in this case is that:

1. Users Submitted Multiple Complaints: Some users who had already filed complaints about an email weeks ago are going back and submitting additional complaints for the same emails.
2. Complaints on Older Emails: These complaints are not about recent emails but about ones sent weeks prior, and the users aren’t receiving new emails after the first complaint.
3. Significant Spikes on Specific Days: Several users submitted these complaints on specific days (like August 6th and 7th), despite the emails being older.

Possible Explanations

1. User Error or Confusion

• Accidental Complaints: It’s possible that some users might not fully understand how to unsubscribe or report emails. They might mistakenly think that marking an old email as spam will somehow block future messages.
• UI or UX Issues: If the unsubscribe or complaint reporting process is confusing, users might inadvertently submit multiple complaints.

2. Sophisticated Bot Activity

• Bot-Like Behavior: The pattern of revisiting old emails to file complaints could suggest bot activity. This might be an attempt to inflate complaint rates artificially, perhaps by a competitor or a malicious actor.
• Automated Complaint Submissions: Some bots are designed to trigger complaints to damage an email sender’s reputation. If this is the case, it would explain the unusual behavior of revisiting old emails.

3. Coordinated Effort

• Organized Campaign: Though it might sound far-fetched, there is a possibility of a coordinated effort to submit multiple complaints, particularly if multiple users are behaving similarly. This could be an organized group or campaign aimed at your brand for some reason.
• Social Media or Forum Influence: Sometimes, discussions on social media or forums can encourage people to take collective action, which could manifest as mass complaints on certain days.

4. Iterable System or Reporting Anomalies

• Reporting Delays or Errors: It’s possible that the complaints are not new, but rather being reported late due to delays or bugs in Iterable’s system. This could make it appear as though users are submitting multiple complaints when in fact they aren’t.
• Duplicate Reports: Sometimes, systems might process duplicate complaint reports due to a glitch or error, leading to inflated complaint numbers.

Steps to Investigate and Mitigate

1. Deep Dive into User Behavior

• Analyze User Actions: Look into the specific users who are submitting these complaints. Are they legitimate users, or do their actions suggest automated or bot-like behavior?
• Check IP Addresses: Investigate the IP addresses associated with these complaints. If multiple complaints are coming from the same IP or a range of suspicious IPs, this could point to bot activity.

2. Review Email Complaint Processes

• Simplify Unsubscribe Options: Ensure your unsubscribe and complaint reporting process is user-friendly. If users find it easy to unsubscribe, they are less likely to submit multiple complaints.
• Educate Users: Consider sending a follow-up email or adding a note in your emails about how to properly unsubscribe or report unwanted emails. This can reduce confusion and accidental complaints.

3. Monitor for Bot Activity

• Set Up Bot Detection: Work with your security team to set up bot detection measures, especially in the complaint handling section of your email process.
• Use ReCAPTCHA: Implementing something like Google’s reCAPTCHA on your complaint submission process can help filter out bots.

4. Engage with Iterable Support

• Report the Anomaly: Reach out to Iterable’s support team to report this strange behavior. They might be able to offer insights or confirm whether this is a known issue or if other users have reported similar experiences.
• Ask for a System Audit: Request that Iterable audits your account for any irregularities or bugs that could be causing these duplicate complaints.

5. Consider Legal and Competitive Actions

• Consult Legal Counsel: If you suspect malicious intent or unfair competition, consulting with legal counsel might be necessary to explore your options.
• Monitor Competitor Behavior: Keep an eye on your competitors to see if they are experiencing similar issues, or if there’s any indication that they could be behind such an attack.

While it’s disconcerting to see a spike in email complaints, especially when the behavior seems strange and out of the ordinary, there are steps you can take to investigate and mitigate the issue. Whether it’s user confusion, bot activity, or a system glitch, understanding the root cause is the first step toward resolving the problem. By taking a proactive approach, you can protect your sender reputation and ensure your emails continue to reach the intended audience without unnecessary disruptions.