Should you respond to complaints

David Spinks asks on twitter:

Should you ever contact someone who made an abuse complaint about your newsletter to find out why

My answer was: It depends, but it’s too complicated to explain in 140 characters.

I don’t suggest responding to people who hit the “this is spam” button as a way of complaining. FBLs are complaints, but they are people who don’t necessarily want to engage with you. If they wanted to engage they would have contacted you.
It’s a little trickier when you get complaints directly from recipients. There are a number of reasons people might send you a complaint directly: to honestly engage in a discussion about your mail, to try and track down who might be selling or signing up their email address or to vent their anger at bulk mailers in general.
You can’t always identify which type of recipient just from their initial email, but there are some hints. Complaints cc’d to dozens of email addresses generally aren’t looking for a response, they just want those evil spammers disconnected. Responses to this group of complainers will often be published on mailing lists, newsgroups or on websites. Attempting to engage them usually ends badly for everyone but the complainer.  (Example 1, Example 2, Example 3, Example 4)
On the other hand, there are folks who are contacting you because they think you care about your network and will want to stop abuse from happening. My complaints, for instance, are often only sent to places I think will care. I’m not going to waste my time sending in a complaint to some place that just deletes them. So they tend to be very short and it can be productive to engage with them.

Related Posts

Alphabetical spammers

There have been a couple posts recently about a paper presented at the Fifth Conference on Email and Spam (CEAS). The paper showed how addresses beginning with different letters get different volumes of spam.
But this post is not really about the paper, although it is an interesting academic review of spam, it is more about a memory that the discussions triggered.
Long ago I was handling the abuse desk at the very large network provider. This was in the days before Feedback loops, so every complaint was an actual forwarded email from a recipient. Generally, we saw a couple dozen complaints about any individual spam problem. Not a huge volume by any means, but that meant that any volume of complaints was significant.
One afternoon I started seeing a spike in complaints about a customer who never received complaints before. I started looking a little deeper and discovered we had around 50 complaints about this mailing, many from people I knew, and all from individuals at domains that started with A. This was one of the few times we actually pulled the plug in the middle of a mailing.
I still remember going to my boss suggesting this was something to take action on now because we had over 50 complaints and they were still in the A‘s! The customer was mortified that the guaranteed opt-in list they purchased was so bad and promised never to spam again.
Have a good weekend everyone.

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Spamfilters: a marketer's best friend

I was cleaning out my spam folder this afternoon. I try and do it at least once a day, otherwise the volume gets so bad I don’t actually look at the mail I just mark it all as read. I realized, though, that spamfilters are actually a marketer’s best friend.
If there were no spam filters keeping all the crap people get out of their inbox (in my case over 1000 messages a day) then spam would overwhelm even the most dedicated email junkie. I couldn’t do my job without my spam filters, and in fact the recent rash of virus spew is ending up in my inbox and making finding real mail a problem. I do a lot of sorting before mail ever hits my inbox, and I’m still struggling to deal with the couple hundred “your order has shipped!” and “please her tonight!” emails that my local bayesian filters haven’t caught up to, yet.
Today’s stats:
Work inbox: 17 messages
Work spam: 419
95.9% spam
Personal inbox: 40
Personal spam: 975
95.9% spam
Without filters, I couldn’t accurately find that 4.1% of real mail that I get. Without filters, I couldn’t do my job. Without filters, I couldn’t find the real receipts from purchases I actually made. Without filters, I couldn’t read and respond to mail I wanted.
A mailbox overflowing with spam is unuseable, and email marketers should be thankful that providers work so hard to keep spam out. Otherwise, email wouldn’t be useful for anything.

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Legitimate mail in spamfilters

It can be difficult and frustrating for a sender to understand they whys and wherefores of spam filtering. Clearly the sender is not spamming, so why is their mail getting caught in spam filters?
I have a client that goes through this frustration on rare occasions. They send well crafted, fun, engaging content that their users really want. They have a solid reputation at the ISPs and their inbox stats are always above 98%. Very, very occasionally, though, they will see some filtering difficulties at Postini. It’s sad for all of us because Postini doesn’t tell us enough about what they’re doing to understand what my client is doing to trigger the filters. They get frustrated because they don’t know what’s going wrong; I get frustrated because I can’t really help them, and I’m sure their recipients are frustrated because they don’t get their wanted mail.
Why do a lot of filter vendors not communicate back to listees? Because not all senders are like my clients. Some senders send mail that recipients can take or leave. If the newsletter shows up in their inbox they may read it. If the ad gets in front of their face, they may click through. But, if the mail doesn’t show up, they don’t care. They certainly aren’t going to look for the mail in their bulk folder. Other senders send mail that users really don’t want. It is, flat out, spam.
The thing is, all these senders describe themselves as legitimate email marketers. They harvest addresses, they purchase lists, they send mail to spamtraps, and they still don’t describe themselves as spammers. Some of them have even ended up in court for violating various anti-spam laws and they still claim they’re not spammers.
Senders are competing with spammers for bandwidth and resources at the ISPs, they’re competing for postmaster attention at the ISPs and they’re competing for eyeballs in crowded inboxes.
It’s the sheer volume of spam and the crafty evilness of spammers that drives the constant change and improvement in spamfilters. It’s tough to keep up with the spamfilters because they’re trying to keep up with the spammers. And the spammers are continually looking for new ways to exploit recipients.
It can be a challenge to send relevant, engaging email while dealing with spamfilters and ISPs. But that’s what makes this job so much fun.

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