Finally! Spam has a purpose

omrayspam_kabekAuthor Julie Czerneda posted about some of her writing techniques on Jim C. Hines’ blog today. Julie is one of my favorite authors. She’s a biologist so her science writing flows well for me. Too many folks try to write biology and get little nitpicky details wrong and it can disrupt the whole book for me. I spend way too much time thinking about the actual biology and lose track of the plot.
One part of her post stood out and made me smile, though.

[…] my inbox kept getting spammed. Rather than let myself get annoyed, I’d jot down the more interesting names before deleting. Soon I had the collection shown in small part here. To my joy—and perhaps with a smidge of righteous vengeance—my spammers proved perfect names for many of the Om’ray, and others.

Spam is useful for something!
The whole blog post is worth a read, though. I am doing more and more writing these days, albeit not fiction, and hearing how actual authors write has helped me both write better and spend less time staring at the screen wondering what to say next.

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I’ve never met a spammer that claims to be a spammer. Most that I’ve met claim to be legitimate marketers (or high volume email deployers). But there are things spammers do that I never expect to see a legitimate marketer doing.
I’ve written about these things throughout the blog (tag: TWSD), but it’s probably time to actually pull them together into a single post.

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Are botnets really the spam problem?

Over the last few years I’ve been hearing some people claim that botnets are the real spam problem and that if you can find a sender then they’re not a problem. Much of this is said in the context of hating on Canada for passing a law that requires senders actually get permission before sending email.
Botnets are a problem online. They’re a problem in a lot of ways. They can be used for denial of service attacks. They can be used to mine bitcoins. They can be used to host viruses. They can be used to send spam. They are a problem and a lot of people spend a lot of time and money trying to take down botnets.
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Much of this mail is sent by companies using real ISP connections. Brian Krebs, who I’ve mentioned before, wrote an article about one hosting company who previously supported a number of legal spammers. This hosting company was making $150,000 a month by letting customers send CAN SPAM legal mail. But the mail was unwanted enough that AOL blocked all of the network IP space – not just the spammer space, but all the IP space.
It’s an easy decision to block botnet sources. The amount of real mail coming from botnet space is zero. It’s a much bigger and more difficult decision to block legitimate sources of emails because there’s so much garbage coming from nearby IPs. What AOL did is a last resort when it’s clear the ISP isn’t going to stop spam coming out from their space.
Botnets are a problem. But quasi legitimate spammers are a bigger problem for filter admins and end users. Quasi legitimate spammers tend to hide behind ISPs and innocent customers. Some send off shared pools at ESPs and hide their traffic in the midst of wanted mail. They’re a bigger problem because the mail is harder to filter. They are bigger problems because a small portion of their recipients actually do want their mail. They’re bigger problems because some ISPs take their money and look the other way.
Botnets are easy to block, which makes them a solved problem. Spam from fixed IPs is harder to deal with and a bigger problem for endusers and filters.

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August 2015: The month in review

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I also wrote up some deliverability advice for the DNC, which I think is valuable for anyone looking at how to maintain engagement with a list over time.  It’s also worth thinking about in the context of how to re-engage a list that may have been stagnant for a while. A comment on that post inspired a followup discussion about how delivery decisions get made, and whether an individual person in the process could impact something like an election through these delivery decisions. What do you think?
As we frequently point out, “best practices” in delivery evolve over time, and all too often, companies set up mail programs and never go back to check that things continue to run properly. We talked about how to check your tech, as well as what to monitor during and after a send. Josh wrote about utilizing all of your data across multiple mail streams, which is critical for understanding how you’re engaging with your recipients, as well as the importance of continuous testing to see what content and presentation strategies work best for those recipients.
Speaking of recipients, we wrote a bit about online identity and the implications of unverified email addresses in regards to the Ashley Madison hack and cautioned about false data and what might result from the release of that data.
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