We only mail people who sign up!

I get a lot of calls from clients who can’t understand why they have spamtraps on their lists. Most of them tell me that they never purchase or rent lists, and they only mail to people who sign up on their website. I believe them, but not all of the data that people input into webforms is correct.
While I don’t have any actual numbers for how many people lie in forms, there was a slashdot poll today that asked readers “How truthful are you when creating web accounts?”. The answer seems to be “not very” at least for the self-selected respondents.

Slashdot Poll: 4196 total respondents
Slashdot Poll: 4196 total respondents
This is how spamtraps get on lists when the lists aren’t purchased. People who don’t trust your company with their data give fake data. Sometimes the data is easy to tell is faked “joebob@home.com” is clearly not a valid email address, neither is abcd@abcd.com or none@none.com. Even something like bill@microsoft or jobs@apple or obama@whitehouse can reasonably be filtered out. But there are a lot of other addresses that are handed over which aren’t obviously spamtraps. Some of them are handed over often enough that they turn into spamtraps, though. I once met the guy who owned someone.com and the amount of random spam he got from Legitimate! We never Buy Lists! companies was incredible.
Companies finding themselves with ongoing spamtrap problems when they are only collecting data through their own websites need to take a step back and look at their overall process. Often there are minor changes that can be made to lower the amount of invalid information submitted. Sometimes, though, there needs to be more aggressive data verification as part of the subscription or signup process.
We have helped a number of companies improve their signup processes. Those who implement our suggestions see improved delivery and fewer blocks as well as a more engaged and profitable audience.

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Harvard Business Review posted a blog earlier this week suggesting that all businesses should treat email marketing as an opt-out process. Unfortunately, the post seemed to me to conflate and confuse a number of things.
She mixes in potential customers providing business cards to an exhibitor at a trade show with current customers that are using a product. She promotes businesses using opt-out as a default communication practice, but then talks about giving customers preference centers to manage the contact.
Overall, it was a very confusing article.
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Blocklists, delisting and extortion

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No legitimate blocklist will ever expect a listee to pay for delisting. Ever.
I feel very strongly about this. In fact, one of the major blocklists is run off a domain owned by Word to the Wise. Occasionally, I get contacted by folks looking for help with a listing on that list and I will not take them on as a client. I will provide general advice and make sure that they are correctly contacting the blocklist but nothing more.
This is, to my mind, the only ethical thing to do. I don’t even want a hint of impropriety surrounding either myself or the blocklist. Charging money for delisting only feeds the conspiracy theories.
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