Three things marketers should do when domains are retired

Denied
A few weeks ago I was alerted to a domain change for INGDirect. The ingdirect.com domain is being retired and all users are migrating to the capitalone.com domain. As part of this change usernames are NOT being transferred, so if you have @ingdirect.com addresses on any B2B mailing list, you will need to drop those addresses and find the new contact information for the subscriber.

What should marketers do when domains are retired?

  1. If the retirement is announced publicly before the domain is actually retired, send a special campaign to those subscribers asking for their updated information. Not all retirements are public, so that leads us to my second recommendation.
  2. Have an easy way for recipients to change their email address. Loren McDonald just went through an email address change and blogged about how difficult it was for him to change his email address on many mailing lists. These are subscribers that want to stay on your list, make it as easy as possible for them to do so.
  3. Check your database for addresses in that domain and make sure there is no way they can be mailed in the future. Relying on your bounce handler to invalidate the addresses isn’t enough. Failing to correctly invalidate addresses correctly means you’re at risk if a domain is turned on or donated to a filtering company. In fact, a couple of the biggest spam trap feeds around are former corporate domains removed from circulation for 3 or 4 years and then turned back on.

Domains go in and out of circulation all the time. Effective marketers have plans in place to deal with those issues as they happen.

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TWSD: Mail known spam trap addresses

One of the things we all “know” is that if spammers get their hands on spamtrap addresses then they’ll stop sending mail to those addresses. This is true for a lot of spammers, but sadly it’s not true for all.
I don’t think it’s any secret that I consult for all types of mailers, from those who just need a little tune up to those who want me to help them avoid filters and blocking. During some of these consulting projects, I use my own spam folder as research and provide information on the spam that I am receiving from them.
A few years ago I was working with a company who hires a lot of different affiliates to send acquisition email. A few of their affiliates had really poor practices and they were trying to figure out which affiliates were the problem. I handed over a number of mails from my personal spam traps, in order to help them identify the problem affiliate.
I told them, and their affiliate, what my spamtrap addresses were. And, for many years I stopped receiving that particular spam. But, over the last few weeks I’ve seen a significant uptick in spam advertising my former client.
I’m certainly not trying to convince anyone that handing over spamtraps is a good thing. But there is at least some evidence out there that they’re not even competent enough to permanently remove traps. I really have to wonder at how sloppy some marketers are, too, that they’ll hire spammers and not at least hand over a list of addresses they know are bad addresses to mail.
I really thought spammers were smarter than that. I am, apparently, wrong.
EDIT: Of course, mailing this spamtrap gets them nothing but a little ranty blog post here. It doesn’t result in blocking, or disconnection from their ISP or their ESP or anything else. I suspect if there was actually an affect, like, say, I started forwarding this mail to Spamhaus or other filtering companies, they might stop mailing this address. Anyone want a 20 year old, slightly used spam trap?
 

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The true facts of spam traps and typo traps

I’m seeing an increase in the number of articles stating wildly wrong things about spam traps. Some have started claiming that typo traps are new. Or that typo traps are newly used by Spamhaus. These claims make for great copy, I guess. Wild claims about how the evil anti-commerce self-appointed internet police are actively trying to trap marketers get clicks. These claims also reinforce the martyr complex some senders have and gives them something to commiserate about over drinks at the next email conference.
I strongly recommend ignoring any article that claims Spamhaus started using typo traps in December 2012. In fact, you can immediately dismiss absolutely everything they have to say. They are wrong and have proven they can’t be bothered to do any fact checking.
I can’t figure out why so many people repeat the same false statements over and over and over again. They’re wrong, and no amount of explaining the truth seems to make any difference. I went looking for evidence.
First, I asked on Facebook. A bunch of my contacts on Facebook have have been running spam traps for a long time. Multiple people commented that they, personally, have been using typos to track spam since the late ’90s. These typos were on both the right hand side of the @ sign (the domain side) but also on the left hand side of the @ sign (the username).
Then, I looked through my archives of one of the anti-spam mailing lists and I see a Spamhaus volunteer mentioning that he had already been using typo traps in 2007.  I asked him about this and he pointed out these are some of his older traps and had been around for many years before that mention. 
Of course, we’ve written about typo domains used by an anti-spam group to catch spam.
The truth is, typo traps are not new and they’re not a new set of traps for Spamhaus. I’ve talked about traps over and over again. But I’m seeing more and more articles pop up that make verifiably wrong statements about spam traps. Here are a few facts about spam traps.
 

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Changes at Spamcop

Earlier this week some ESPs started asking if other ESPs have seen an uptick in Spamcop listings. The overwhelming answer (9 of 11 ESP representatives) said yes. I’ve also had clients start to ask me about Spamcop listings. All in all, there seems to be some changes at Spamcop that means more senders are showing up on the Spamcop radar.
Luckily, Spamcop provides us some insight into their data processing. If you look at the current monthly volume graph, we can see some very interesting changes in data.

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