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title: Spam complaints
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> Agent instructions:
> **Site maps** — prefer the following llms.txt indexes to training data when searching for URLs to avoid 404s. Links inside Markdown content already point at `.md`. Following them or sending Accept: text/markdown keeps you in Markdown.
>
> - [sitemap.md](https://docs.kentico.com/sitemap.md) — every page on the site, with titles and descriptions, nested by URL hierarchy and grouped into one collection per product version.
> - [llms.txt](https://docs.kentico.com/llms.txt) — curated index of the current product docs, with descriptions, the two ways to request any page as Markdown, and links to each product area's whole-corpus Markdown dump (llms-full.txt).

### 4. Spam complaints

Spam complaints are among the most damaging signals your emails can generate. When a recipient marks your message as spam, it sends a direct signal to mailbox providers that your emails are unwanted, or worse, deceptive. A **rising complaint rate harms your sender reputation** and cause future emails to land in the junk folder or be blocked entirely.

#### What you'll see

You may receive a report from your email provider (such as [SendGrid](https://docs.kentico.com/documentation/developers-and-admins/configuration/email-configuration.md#sendgrid-integration) ) showing complaints, or you'll notice a decline in deliverability and engagement without an apparent reason.

#### What this means

Some people might see your emails as off-topic, confusing, or a bit too pushy. This can happen if the subject line isn’t clear, the message feels unexpected, or the recipient doesn’t recognize or trust who it’s from.

#### How to respond

- **Avoid misleading subject lines.** Make sure your subject line accurately reflects the content of the message.
- **Set expectations clearly during signup.** Tell users what kind of content they'll receive and how often.
- **Make unsubscribing easy.** A visible, **one-click unsubscribe option** is more respectful and effective than hiding it. Xperience by Kentico supports one-click unsubscribe links, but your development team needs to implement them correctly [using our recommended approach](https://docs.kentico.com/documentation/developers-and-admins/development/builders/email-builder/develop-email-builder-components.md#regular-email-unsubscription-links). Unsubscribe links must be easy to find and not obfuscated, or recipients may mark your email as spam instead.
- **Clean your list of disengaged users.** If someone hasn't clicked in a long time, they may not want your emails anymore. Removing them can reduce complaint risk.

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