Spam is in the eye of the beholder

But only the opinion of the recipient counts. So says a blog post on All Spammed Up.

I’m sorry, but you don’t get to decide that. And by “you” I mean businesses. Businesses and their marketing departments who look at email as a fast, convenient way to reach a lot of people with their very important messages.
Now for the purposes of this discussion I’ll make some definitions clear. I’m not talking about the kind of spam that botnets send out to try and trick people into buying fake pharmaceutical goods or a counterfeit watch.
I’m talking about UCE – unsolicited commercial email. The kind of email you get when a company decides to add you to their marketing newsletter without you ever requesting it, and without a double opt-in process. The law might say this isn’t spam, but every customer I talk to says it is. And guess who gets to decide that? The customer does.

There is more than a grain of truth in there. Recipients have more influence in the spam / not-spam decision than senders do. Even if a sender is complying with CAN SPAM, recipients may still call the mail spam. And if the recipients tell their ISP, their spam filtering company or their mail client that the mail is spam then the sender may lose access to that recipient. If enough recipients tell an ISP mail is spam, then the sender loses access to all recipients at that ISP.
This shift in influence to the receivers means that senders need to remember that keeping recipients happy is a critical part of any successful email marketing program. Senders that annoy their recipients lose access to those recipients and their wallets.

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Blocklists, delisting and extortion

As I’m sure many of you have heard by now there is a new blocklist called ‘nszones.’ This blocklist is apparently stealing data from a number of other publicly accessible blocklists, combining the data and then charging folks for delisting.
This is a scam attempting to extort money from people. The blocklist has no way to actually remove IPs from the parent zones and I’m pretty sure they won’t even remove IPs from their own zones. In this case, the blocklist is clearly a scam, but there are other lists that are actually used by some mailservers that do charge for removal.
No legitimate blocklist will ever expect a listee to pay for delisting. Ever.
I feel very strongly about this. In fact, one of the major blocklists is run off a domain owned by Word to the Wise. Occasionally, I get contacted by folks looking for help with a listing on that list and I will not take them on as a client. I will provide general advice and make sure that they are correctly contacting the blocklist but nothing more.
This is, to my mind, the only ethical thing to do. I don’t even want a hint of impropriety surrounding either myself or the blocklist. Charging money for delisting only feeds the conspiracy theories.
Charging listees for removal (or listing listees so those charges can be a revenue source) is likely to lead to poor quality data and a blocklist that’s not terribly accurate nor effective. Furthermore, if a list operator is unethical or confrontational in their interactions with listees, they’re probably equally unprofessional in their interactions with potential list users. This results in few recipient domains actually using the list to block mail. Lists that charge are not widely used and being listed on them often does not affect email delivery in any appreciable manner.

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Improving the email interface

Want an improved email interface? Then build it.
There’s been an ongoing discussion about adding thumbs up / thumbs down style buttons to email clients. While I am dubious this is a useful feature or something that recipients will use, if there are others in the industry that think it would be useful then I strongly suggest they go ahead and create it.
In fact, there are a couple things that have been asked for in email interfaces that aren’t currently provided. Last October I blogged about adding an unsubscribe button to email clients.

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You want to sell me a list?

Over the years, some of my clients have found it expedient to give me email addresses at their domains. These addresses forward mail addressed to laura@clientsite to my own mailbox. Generally these are so I can be added to internal mailing lists and have access to their internal tools.
It’s often amusing to see the spam that comes through to those addresses. Over the last few weeks I’ve received multiple spams advertising an email appending service.
Let the irony sink in. An email appending service is sending me an email at a client company offering the client company the opportunity to append email addresses. “See how accurate our appending is!”
How accurate can a service be if they can’t even target their own spam correctly?
In addition to the appalling targeting they’re also violating CAN SPAM (no physical postal address), their website is a collection of broken links and they don’t provide any company name or information in the email or on the website.
To top it all off, the mail says, “if you’re not the right person to act on this mail, please forward this to the right person.” Followed by a standard legal disclaimer that says, “The information contained in this e-mail message and any attachments is confidential information intended only for the use of individuals or entities named above. If the reader of this message is not the intended recipient you are hereby notified that any dissemination, distribution or copying of this communication is strictly prohibited. If you have received this communication in error, please notify us immediately by e-mail at the originating address.”
I wonder if blogging about the utter email incompetence about mail from David Williams, Business Development (phone number: 800-961-5127) violates the confidentiality clause?

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