It's not about the spamtraps

I’ve talked about spamtraps in the past but they keep coming up in so many different discussions I have with people about delivery that I feel the need to write another blog post about them.
Spamtraps are …
… addresses that did not or could not sign up to receive mail from a sender.
… often mistakenly entered into signup forms (typos or people who don’t know their email addresses).
… often found on older lists.
… sometimes scraped off websites and sold by list brokers.
… sometimes caused by terrible bounce management.
… only a symptom …

… of a bigger problem with address collection.

Removing spamtraps …
… just means you’ve removed the spamtraps you know about.
… may mean you have a spamtrap free list …

… until you start adding new addresses to it.

… does not fix mail going to addresses belonging to other people.
… does not guarantee good delivery.
… ignores the underlying issues.
Why do people take spamtraps so seriously?
A lot of this is historical and some of it is to avoid arguments. Just about any sender, when told they’re sending mail to someone who didn’t ask for it will respond “But we only send opt-in mail! That person is wrong! They signed up!!” I’ve had this happen to me more times than I can count.
I’ve even had clients come to me in the past where I’ve been able to dig into my own mailbox to affiliate spam. This is always a fun conversation.
spammailboxMe: Here are a dozen examples of the mail your affiliates sent to me in the last month.
Client: All our affiliates send opt-in mail. They’ve assured us of this.
Me: This is an email address only ever published on a website / not used since 2001 to sign up for anything / untagged so it’s not something I would have given them.
Client: Our vendors say you’re wrong. Would you like to hop on a call with them so they can tell you when you opted in?
The calls have happened and vendors have argued with me about whether or not I opted in to receive stuff from them. It tends to end up them claiming I opted in to mail and me telling them I did not. Sometimes they tell me I just forgot – except all my actual opt ins are tagged addresses and have been since roughly 1999, so if you’re not mailing a tagged address, I never gave it to you. Sometimes they tell me I opted in to some company they purchased back in the late 90s and therefore they had permission to send to me.
The discussions are never productive. They are so fixated on their business story, that they will duck and weave and tell me I’m wrong about the spam they are sending me.
This is why people focus on spamtraps!
With spamtraps there isn’t the discussion of whether or not someone signed up. There’s no account owner, no one who has this address and could have signed up. Even in the case of recycled traps, the addresses generally bounced for a while telling senders there was no account owner there. Focusing on spamtraps on a list deflects the back and forth argument about whether or not the sender has permission to send mail they’re sending.
But spamtraps aren’t the problem!
In fact, I was just talking to one of the Spamhaus volunteers who told me “I hate the modern day focus on traps.” I agree. We focus on traps because it deflects and diffuses a lot of the arguments about whether or not someone opted in. But that means we don’t address a lot of real issues, either. If there are spamtraps on a list, then that list has problems. Focusing on removing the traps doesn’t resolve the problems, it just focuses on the traps. That tends to lead to a cleanup strategy that doesn’t do what the sender thinks it does.
Spamtraps are the symptom!
If there are spamtraps on a list, then there are also addresses that go to a person who never opt-in on that same list. Focusing on fixing the problems that led to the spamtraps getting on the list then cleaning off addresses that aren’t performing leads to better overall delivery and fewer problems. Focusing on getting rid of spamtraps may, but may not, fix a SBL listing. Maybe. But it’s my experience that fixing a SBL listing may only resolve a small fraction of delivery problems. Getting off the SBL by trying to address spamtraps, will not fix bulk foldering or temp fails are major webmail providers.
Focusing on improving overall list hygiene and really making sure that mail is wanted and expected by the recipients generally will resolve both the SBL listing and fix the other delivery problems that are happening because of poor data and poor list hygiene.
I’ve written about spamtraps before. 

 

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Data is the key to deliverability

Last week I had the pleasure of speaking to the Sendgrid Customer Advisory Board about email and deliverability. As usually happens when I give talks, I learned a bunch of new things that I’m now integrating into my mental model of email.
One thing that bubbled up to take over a lot of my thought processes is how important data collection and data maintenance is to deliverability. In fact, I’m reaching the conclusion that the vast majority of deliverability problems stem from data issues. How data is collected, how data is managed, how data is maintained all impact how well email is delivered.
Collecting Data
There are many pathways used to collect data for email: online purchases, in-store purchases, signups on websites, registration cards, trade shows, fishbowl drops, purchases, co-reg… the list goes on and on. In today’s world there is a big push to make data collection as frictionless as possible. Making collection processes frictionless (or low friction) often means limiting data checking and correction. In email this can result in mail going to people who never signed up. Filters are actually really good at identifying mail streams going to the wrong people.
The end result of poor data collection processes is poor delivery.
There are lots of way to collect data that incorporates some level of data checking and verifying the customer’s identity. There are ways to do this without adding any friction, even. About 8 years ago I was working with a major retailer that was dealing with a SBL listing due to bad addresses in their store signup program. What they ended up implementing was tagged coupons emailed to the user. When the user went to the store to redeem the coupons, the email address was confirmed as associated with the account. We took what the customers were doing anyway, and turned it into a way to do closed loop confirmation of their email address.
Managing Data
Data management is a major challenge for lots of senders. Data gets pulled out of the database of record and then put into silos for different marketing efforts. If the data flow isn’t managed well, the different streams can have different bounce or activity data. In a worst case scenario, bad addressees like spamtraps, can be reactivated and lead to blocking.
This isn’t theoretical. Last year I worked with a major political group that was dealing with a SBL issue directly related to poor data management. Multiple databases were used to store data and there was no central database. Because of this, unsubscribed and inactivated addresses were reactivated. This included a set of data that was inactivated to deal with a previous SBL listing. Eventually, spamtraps were mailed again and they were blocked. Working with the client data team, we clarified and improved the data flow so that inactive addresses could not get accidentally or unknowingly reactivated.
Maintaining Data
A dozen years ago few companies needed to think about any data maintenance processes other than “it bounces and we remove it.” Most mailbox accounts were tied into dialup or broadband accounts. Accounts lasted until the user stopped paying and then mail started bouncing. Additionally, mailbox accounts often had small limits on how much data they could hold. My first ISP account was limited to 10MB, and that included anything I published on my website. I would archive mail monthly to keep mail from bouncing due to a full mailbox.
But that’s not how email works today. Many people have migrated to free webmail providers for email. This means they can create (and abandon) addresses at any time. Free webmail providers have their own rules for bouncing mail, but generally accounts last for months or even years after the user has stopped logging into them. With the advent of multi gigabyte storage limits, accounts almost never fill up.
These days, companies need to address what they’re going to do with data if there’s no interaction with the recipient in a certain time period. Otherwise, bad data just keeps accumulating and lowering deliverability.
Deliverability is all about the data. Good data collection and good data management and good data maintenance results in good email delivery. Doing the wrong thing with data leads to delivery problems.
 
 

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Growing your list carefully

Karl Murray wrote a great set of recommendations for growing an email marketing list. I really can’t think of anything I would have said differently. Touching customers and getting contact information from them is great, but there are situations where this gets bad addresses. Too many bad addresses can impact delivery.
So how do you grow your list without falling into a delivery trap? The specific recommendations, as always, depend on your specific situation. But knowing how bad addresses get onto your list will allow you to implement mitigation strategies that actually work.

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Harvesting and forging email addresses

For the contact address on our website, Steve has set up a rotating set of addresses. This is to minimize the amount of spam we have to deal with coming from address harvesters. This has worked quite well. In fact it works so well I didn’t expect that publishing an email address for taking reader questions would generate a lot of spam.
Boy, was I wrong. That address has been on the website less than a month and I’m already getting lots of spam to it. Most of it is business related spam, but there’s a couple things that make me think that someone has been signing that address up to mailing lists.
One is the confirmation email I received from Yelp. I don’t actually believe Yelp harvested my address and tried to create me an email account. I was happy when I got the first mail from Yelp. It said “click here to confirm your account.” Yay! Yelp is actually using confirmations so I just have to ignore the mail and that will all go away.
At least I was happy about it, until I started getting Yelp newsletters to that address.
Yelp gets half a star for attempting to do COI, but loses half for sending newsletters to people who didn’t confirm their account.
I really didn’t believe that people would grab a clearly tagged address off the blog and subscribe it to mailing lists or networking sites. I simply didn’t believe this happened anymore. I know forge subscribing used to be common, but it does appear that someone forge signed me up for a Yelp account. Clearly there are more dumb idiots out there than I thought.
Of course, it’s not just malicious people signing the address up to lists. There are also spammers harvesting directly off the website.
I did expect that there would be some harvesting going on and that I would get spam to the address. I am very surprised at the volume and type of spam, though. I’m getting a lot of chinese language spam, a lot of “join our business organization” spam and mail claiming I subscribed to receive their offers.
Surprisingly, much of the spam to this address violates CAN SPAM in some way shape or form. And I can prove harvesting, which would net treble damages if I had the time or inclination to sue.
It’s been an interesting experience, putting an unfiltered address on the website. Unfortunately, I am at risk of losing your questions because of the amount of spam coming in. I don’t think I’ve missed any, yet, but losing real mail is always a risk when an address gets a lot of spam – whether or not the recipient runs filters.
I’m still pondering solutions, but for now the questions address will remain as it is.

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