Spamtraps are overblown… by senders

One of the fascinating parts of my job is seeing how different groups in email have radically disparate points of view. A current example is how much value senders put on spamtraps compared to ISPs and filtering companies.

I understand why this is. In all too many cases, when a sender asks why they’re mail is going to bulk or being blocked, the answer is “you’re hitting spamtraps.” The thing is, spamtraps are almost never the only reason mail is being blocked.

In many circumstances mail is blocked because the recipients don’t like it. They’re complaining to whomever is running the filter or they’re acting in ways that signal the mail is unwanted. Spamtraps are often used to confirm blocking decisions, rather than driving them.

When I talk to clients and colleagues and mention that spamtraps don’t drive most filtering decisions they’re shocked. They are so conditioned that spamtraps are bad. And, it’s totally understandable where that conditioning comes from.

When asked why mail is blocked many filter maintainers will answer “because you’re hitting spamtraps.” The reasons they say this are mostly because they’re tired of arguing with senders about their mail. Spamtraps are hard to argue with. The mail is arriving at addresses that didn’t opt-in to receive it, therefore the mail is spam.

Now we have companies selling list hygiene services which offer to remove spamtraps. We have other companies selling “sensor networks” that most of their customers refer to as spamtrap feeds. We’ve monetized spamtraps. Great for the companies who are selling the services, but what does it get their customers?

Spamtraps are a signal. They are a sign that there is a problem with an address collection process or a problem with list maintenance. Removing every spamtrap on a list will not fix the problem. It won’t even stop blocks.

Blocks aren’t primarily based on spamtraps in most cases. Spamtraps aren’t the problem. Don’t spend time or money on removing spamtraps from a list. Instead, focus on on sending mail recipients ask for and want.

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Recycled spamtraps

Spamtraps strike fear into the heart of senders. They’ve turned into this monster metric that can make or break a marketing program. They’ve become a measure and a goal and I think some senders put way too much emphasis on spamtraps instead of worrying about their overall data accuracy.

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Spamtraps are not the problem

Often clients come to me looking for help “removing spamtraps from their list.” They approach me because they’ve found my blog posts, or because they’ve been recommended by their ISP or ESP or because they found my name on Spamhaus’ website. Generally, their first question is: can you tell us the spamtrap addresses on our lists so we can remove them?
My answer is always the same. I cannot provide a list of spamtrap addresses or tell you what addresses to remove. Instead what I do is help clients work through their email address lists to identify addresses that do not and will not respond to offers. I also will help them identify how those bad addresses were added to the list in the first place.
Spamtraps on a list are not the problem, they’re simply a symptom of the underlying data hygiene problems. Spamtraps are a sign that somehow addresses are getting onto a list without the permission of the address owner. Removing the spamtrap addresses without addressing the underlying flaws in data handling may mean resolving immediate delivery issues, but won’t prevent future problems.
Improving data hygiene, particularly for senders who are having blocking problems due to spam traps, fixes a lot of the delivery issues. Sure, cleaning out the traps removes the immediate blocking issue, but it does nothing to address any other addresses on the list that were added without permission. In fact, many of my clients have discovered an overall improvement in delivery after addressing the underlying issues resulting in spamtraps on their lists.
Focusing on removing spamtraps, rather than looking at improving the overall integrity of data, misses the signal that spamtraps are sending.

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