Jul 8, 2008

AOL Feedback Loop Changes

Returnpath reports that AOL will be changing the format of their feedback loop from the old basic style, to the new ARF format. Yeah, that’s probably a bunch of gobbledy-gook to you. Basically, when someone hits their "this is spam" button in their email program, it sends a complaint to AOL, who sends a warning to MailChimp (or whatever esp you use). The format for those warnings is changing soon, so your esp needs to make sure they alter their scripts to correctly read those warnings, then unsubscribe complainers. If complainers aren’t cleaned like they’re supposed to be, you could get blocked by AOL.

MailChimp has always been using the ARF format for our feedback loops, so we’re ready for the change.