It really amuses me when I get blatant spam coming from a network belonging to one of our Abacus customers. I know that the complaint will be handled appropriately.
It’s even better when the spam advertises the filter busting abilities of the spammer. I get a warm, fuzzy feeling to know that the spammer is going to be looking for a new host in the immediate future.
There was a bit of discussion about yesterday’s blog post over on my G+ circles. One person was telling me that “did you forget you opted-in?” was a perfectly valid question. He also commented he’s had the same address for 20 years and that he does, sometimes forget he opted in to mail years ago.
As an anti-spammer with the idea that it’s all about consent, I can see his point. Anti-spammers, for years, have chanted the mantra: “it’s about consent, not content.” Which is a short, pithy way to say they don’t care what you send people, as long as the recipients themselves have asked for it.
This is the perfect bumper sticker policy. As with most bumper sticker policies, though, it’s too short to deal with the messy realities.
I’m not knocking consent. Consent is great. Every bulk mailer should only be sending mail to people who have asked or agreed to receive that mail.
But if your focus is on delivery and getting mail to the recipient’s inbox and getting the recipient to react to that mail then you can’t just fall back on consent. You have to send them mail that they expect. You have to send them mail that they like. You have to send them mail they will open, read and interact with.
If your permission based recipients are saying they forgot that they signed up for mail, that is a sign that the sender’s program is futile. These are people who, at one point or another, actually asked to receive mail from a sender, and then the mail they receive is so unremarkable that they totally forget about the sender.
Maybe that’s another reason the question “are you sure you didn’t forget you opted in” from clients bothers me so much. If I signed up and forgot that points to problems in your program, mostly that it’s totally unremarkable and your subscribers can forget.
Today’s been chock full of phone calls and dealing with clients, but I did happen to notice a bunch of people having small herds of cows because Spamhaus listed www.gmail.com on the SBL.
“SPAMHAUS BLOCKS GOOGLE!!!” the headlines scream.
My own opinion is that Google doesn’t do enough to police their network and their users, and that a SBL listing isn’t exactly a false positive or Spamhaus overreaching. In this case, though, the headlines and the original article didn’t actually get the story right.
Spamhaus blocked a range of IP addresses that are owned by Google that included the IP for www.gmail.com. This range of IP addresses did not include the gmail outgoing mailservers.
Spamhaus says
A few months ago, I got spammed by a major brand. I know their ESP takes abuse seriously, so I sent a note into their abuse desk. It bounced with a 550 user unknown. I sent another note into a different abuse address, it bounced. I sent mail into their corporate HQ, it disappeared into a black hole. I eventually connected with their delivery person and he’d not seen hide nor hair of any complaint. Their entire abuse handling system had broken down and no one noticed.
In the recent past, I was dealing with a client’s SBL listing. We were talking about how their fairly clean subscription process ended up with multiple Spamhaus spamtraps on the list. They mentioned bounce handling, and that they’d not been correctly managing bounces for some period of time. Their bounce handling system was broken and no one noticed.
Last year, I was working with another client. They were looking at why some subscribers were complaining about unsubscribes not taking. A bit of poking at different forms and they realized that one of their old templates pointed to an old website. Their unsubscription form had broken and no one noticed.
Another client insisted that their engagement handling removed any addresses that didn’t open or click on mail. But after ignoring their mail for 6 months, they still hadn’t stopped mailing me. Their engagement handling was broken and no one noticed.
Periodic monitoring would have caught all of these things before they became a big enough problem to result in a Spamhaus listing, or recipient complaints, or lawsuits for failure to honor CAN SPAM. Unfortunately, many companies don’t check to make sure their internal processes are working very often.
Email marketing is not set and forget. You need to monitor what is happening. You need to make sure that your processes are still in place and things are still working.