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The Madison Avenue Field GuideA field guide to marketing & advertising, by Brandon Mina

GlossaryEmail & LifecycleFeedback Loop (FBL)

Email & Lifecycle

Feedback Loop (FBL)

A service from mailbox providers that notifies senders when recipients mark their email as spam, so those addresses can be suppressed.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

A feedback loop (FBL) is a service from mailbox providers that notifies senders when recipients mark their email as spam, so those addresses can be suppressed. Senders typically register their sending domains or IPs to receive reports. Removing complainers quickly helps protect sender reputation and keeps complaint rates within mailbox provider thresholds.