A Practitioner's Guide to Spam Traps
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1 A Practitioner's Guide to Spam Traps Don t wait for it to happen to understand the risks and implications! Ken Magill, The Magill Report! Austin Bliss, FreshAddress! Sal Tripi, Publishers Clearing House! Sam Silberman, Constant Contact! April 2, 2014 Advancing and Protecting Responsible Data-Driven Marketing
2 Ken Magill»! Founding Editor, trade weekly newsletter The Magill Report»! Been covering and online marketing since 1997.»! Founding editor of trade weekly imarketing News, and Magilla Marketing, a newsletter dedicated to .
3 Austin Bliss»! Speaking at shows for over 12 years»! Awarded Rising Star award by DMEF»! Past Chair, EEC List Growth Roundtable»! President & co-founder, FreshAddress»! Database Services Company»! Founded in 1999
4 Sal Tripi»! Assistant vice president at Publishers Clearing House (PCH), the United States' largest and best known sweepstakes company.»! Over 20 years of leadership experience in Privacy, Marketing, Operations, new customer recruitment, relationship marketing and ecommerce.»! Chair of the DMA Ethics Policy Committee as well as the on the Board of Directors for the Online Trust Alliance
5 Sam Silberman»! Director of Standards at Constant Contact»! More than 25 years of experience combating spam, and improving delivery through industry policy, ISP relations, and technical solutions.»! Longstanding member of several boards within the messaging industry, including the Messaging Malware and Mobile Anti-Abuse Working Group (M3AAWG) and Sender Provider Coalition (ESPC).
6 Big Picture!»! Spamtraps & spamtrap providers aren t evil»! We all benefit from the service they provide to protect our own inbox
7 Agenda» Spamtrap Basics (aka Spamtrap 101)» How did it happen?» Cleanup strategies» Best practices for prevention» Q&A
8 Agenda»! Spamtrap Basics (aka Spamtrap 101)»! How did it happen?»! Cleanup strategies»! Best practices for prevention»! Q&A
9 Spam Traps What Are They?»! addresses»! deliverable»! used to ID spammers»! incoming messages monitored by humans or automation ANY mail sent to a spamtrap is considered spam
10 Spam Trap Operators»! ISPs»! For-profit co s selling spam-filtering services»! Nonprofits and volunteer projects»! Individual anti-spam vigilantes
11 How Many Spam Traps Are There?
12 How Many Spam Traps Are There?»! New spamtraps created 24/7»! Infinite unique variations»! Impossible to know them all That s why no legitimate provider would ever promise their service could get rid of all spamtraps!
13 Actual Spam Traps»! Specific Addresses! @matthewremovemcdonald.com
14 Two Types of Spamtraps Created! New addy, set up solely for a spamtrap.! Often hidden in websites, waiting to be harvested by scraping software and then sold to others Recycled! Former address of a real person, now abandoned! Held in quarantine for 1+yrs, during that time it bounces. Then turned back on, as a spamtrap.
15 How service providers (ESPs) use spamtraps»! Many ESPs send mail via shared infrastructure! Customer share reputation risk! One bad apple can block an mail server for many
16 How service providers (ESPs) use spamtraps»! ESPs require a high standard on permission! Customer vetting! List quality vetting
17 Agenda»! Spamtrap Basics (aka Spamtrap 101)»! How did it happen?»! Cleanup strategies»! Best practices for prevention»! Q&A
18 Scraping
19 Buying Lists & Bad Appends
20 Typos
21
22 List Management Mishaps»! Old acquisition practices of previous marketers»! Suppression and bounce list management issues»! Long period of time without ing»! No routine list hygiene
23 List Management Mishaps»! Marketer moving to a new service provider (ESP)! Import of older list! Import of wrong list (unsubscribes)! New employee/manager! Delivery Crisis
24 Poisioning»! Spammers figure out a spamtrap address»! Maliciously register it with legitimate marketers Discredits the spamtrap or at least broadens the fight against the spamtrap provider.
25 Agenda»! Spamtrap Basics (aka Spamtrap 101)»! How did it happen?»! Cleanup strategies»! Best practices for prevention»! Q&A
26 When A Trap Is Hit»! Nothing»! Domain or sending IP listed at a blocklist.! Mail sent to junk folder, automatically deleted, or rejected You will know by:»! Benchmarking your deliverability (per domain)»! Checking at each spamtrap provider»! Hiring a monitoring service (free or $$)»! Your ESP will call you
27 Spam Traps A Hit
28 Get Rid of Bad List Sources»! Scraped & bought addresses have no permission»! They will contain spamtraps
29
30 Audit What s Left»! Typos»! Inactives Roll Up Your Sleeves»! Behavioral analysis»! Log analysis»! Segment and test
31 Agenda»! Spamtrap Basics (aka Spamtrap 101)»! How did it happen?»! Cleanup strategies»! Best practices for prevention»! Q&A
32 #1 Insist On Permission»! Hold all your acquisition practices up to a consistent defined standard
33 #2 Confirm and Routinely Message
34 #3 Protect Yourself From Typos
35 #4 Run Quarterly List Audits
36 Remember - All Lists Are At Risk»! Because spamtraps are also recycled addresses of former customers, ALL LISTS ARE AT RISK»! Even those with perfect double-optin practices can have spamtraps on their list.
37 Questions?
38 Contact Info»! Austin Bliss! Ken Magill! Sal Tripi! Sam Silberman! DMA/eec inquiries: Lisa Brown Shosteck!
39 Thank you! Advancing and Protecting Responsible Data-Driven Marketing
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