Alphabetical spammers

There have been a couple posts recently about a paper presented at the Fifth Conference on Email and Spam (CEAS). The paper showed how addresses beginning with different letters get different volumes of spam.
But this post is not really about the paper, although it is an interesting academic review of spam, it is more about a memory that the discussions triggered.
Long ago I was handling the abuse desk at the very large network provider. This was in the days before Feedback loops, so every complaint was an actual forwarded email from a recipient. Generally, we saw a couple dozen complaints about any individual spam problem. Not a huge volume by any means, but that meant that any volume of complaints was significant.
One afternoon I started seeing a spike in complaints about a customer who never received complaints before. I started looking a little deeper and discovered we had around 50 complaints about this mailing, many from people I knew, and all from individuals at domains that started with A. This was one of the few times we actually pulled the plug in the middle of a mailing.
I still remember going to my boss suggesting this was something to take action on now because we had over 50 complaints and they were still in the A‘s! The customer was mortified that the guaranteed opt-in list they purchased was so bad and promised never to spam again.
Have a good weekend everyone.

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Social network sends spam

Yesterday we talked about social networks that harvest the address books of registered  users and send mail to all those addresses on behalf of their registered user. In the specific case, the registered user did not know that the network was going to send that mail and subsequently apologized to everyone.
That is not the only way social networks collect addresses. After I posted that, Steve mentioned to me that he had been receiving invitations from a different social network. In that case, the sender was unknown to Steve. It was random mail from a random person claiming that they knew each other and should network on this new website site.  After some investigation, Steve discovered that the person making the invitation was the founder of the website in question and there was no previous connection between them.
The founder of the social networking site was harvesting email addresses and sending out spam inviting people he did not know to join his site.
Social networking is making huge use of email. Many of my new clients are social networking sites having problems delivering mail. Like with most things, there are some good guys who really do respect their users and their privacy and personal information. There are also bad guys who will do anything they can to grow a site, including appropriating their users information and the information of all their users correspondents.
It is relatively early in the social networking product cycle. It remains to be seen how much of an impact the spammers and sloppier end will have. If too much spam gets through, the spam filters and ISPs will adapt and social networks will have to focus more on respecting users and potential users in order for their mail to get delivered.

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Botnets

Terry Zink has been posting articles about botnets as traced by Hotmail. I do not often talk about botnets as they are outside my area of expertise. They are not something I deal with, as no one who uses botnets is welcome as a client here.
My clients and I, however, do have to deal with the fallout from botnets.  Because of botnets, receiver ISPs are extremely suspicious of mail from any IP address that they have not seen mail from previously. Mail from new IPs is, more often than not, a newly infected Windows machine. This results in mail from new IPs not starting with a reputation of zero but starting with a negative reputation.
Botnets are another example of spammers making it more difficult for mailers with permission to use email.

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That's spammer speak

I’ve been hearing stories from other deliverability consultants and some ISP reps about what people are telling them. Some of them are jaw dropping examples of senders who are indistinguishable from spammers. Some of them are just examples of sender ignorance.
“We’re blocked at ISP-A, so we’re just going to stop mailing all our recipients at ISP-A.” Pure spammer speak. The speaker sees no value in any individual recipient, so instead of actually figuring out what about their mail is causing problems, they are going to drop 30% of their list. We talk a lot on this blog about relevancy and user experience. If a sender does not care about their email enough to invest a small amount of time into fixing a problem, then why should recipients care about the mail they are sending?
A better solution then just throwing away 30% of a list is to determine the underlying reasons for  delivery issues, and actually make adjustments to  address collection processes and  user experience. Build a sustainable, long term email marketing program that builds a loyal customer base.
“We have a new system to unsubscribe people immediately, but are concerned about implementing it due to database shrink.” First off, the law says that senders must stop mailing people that ask. Secondly, if people do not want email, they are not going to be an overall asset. They are likely to never purchase from the email, and they are very likely to hit the ‘this is spam’ button and lower the overall delivery rate of a list.
Let people unsubscribe. Users who do not want email from a sender are cruft. They lower the ROI for a list, they lower aggregate performance. Senders should not want unwilling or unhappy recipients on their list.
“We found out a lot of our addresses are at non-existent domains, so we want to correct the typos.” “Correcting” email addresses is an exercise in trying to read recipients minds. I seems intuitive that someone who typed yahooooo.com meant yahoo.com, or that hotmial.com meant hotmail.com, but there is no way to know for sure. There is also the possibility that the user is deliberately mistyping addresses to avoid getting mail from the sender. It could be that the user who mistyped their domain also mistyped their username. In any case, “fixing” the domain could result in a sender sending spam.
Data hygiene is critical, and any sender should be monitoring and checking the information input into their subscription forms. There are even services which offer real time monitoring of the data that is being entered into webforms. Once the data is in the database, though, senders should not arbitrarily change it.

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