Suing spammers

I’m off to MAAWG next week and seem to have had barely enough time to breathe lately, much less blog. I have a half written post, but it’s taking a little more research to put together. That can wait until I get the chance to do the research.
Instead I thought I’d talk about the North Coast Journal article “The Rise and Fall of a Spam Crusader.” It’s quite an interesting article and looks into the personal and business sacrifices that people make in order to chase down spammers.
In my experience a lot of the serial litigators have very poor practices around data collection and analysis. They don’t collect evidence, they just collect email and then make assertions and assumptions. This not every effective when having to convince a judge that you are right.
The article actually does nothing to change this impression. The cases ASIS won are the cases where the defendants didn’t respond. That also means that ASIS couldn’t collect.
I do disagree with Mr. Singleton, the lawyer, where he says CAN SPAM is dead. In many cases I’ve seen there aren’t clear CAN SPAM violations. So if he’s trying to sue these spammers under CAN SPAM his cause of action is wrong. Secondly, the article goes on to talk about the broader implications.

what’s most galling, [Singleton] said, is how the ruling effectively eliminated ISPs’ ability to be bounty hunters, the role to which they were duly anointed by the CAN-SPAM Act.

Uh. No. ISPs are allowed to legally prosecute spammers, but no ISP I know of that has successfully gone after spammers has actually treated this as a bounty hunt. Sure, there have been some court wins and some settlements, but I don’t believe any ISP has won enough money to cover all their legal expenditures. And one time there was an actual transfer of property from spammer to ISP and the ISP raffled off the spammer’s Porsche to its users.

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Spam isn't a best practice

I’m hearing a lot of claims about best practices recently and I’m wondering what people really mean by the term. All too often people tell me that they comply with “all best practices” followed by a list of things they do that are clearly not best practices.
Some of those folks are clients or sales prospects but some of them are actually industry colleagues that have customers sending spam. In either case, I’ve been thinking a lot about best practices and what we all mean when we talk about best practices. In conversing with various people it’s clear that the term doesn’t mean what the speakers think it means.
For me, best practice means sending mail in a way that create happy and engaged recipients. There are a lot of details wrapped up in there, but all implementation choices stem from the answer to the question “what will make our customers happy.” But a lot of marketers, email and otherwise, don’t focus on what makes their recipients or targets happy.
In fact, for many people I talk to when they say “best practice” what they really mean is “send as much mail as recipients will tolerate.” This isn’t that surprising, the advertising and marketing industries survive by pushing things as far as the target will tolerate (emphasis added).

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I called out David Williams from appendleads.com yesterday for his spam. Sure he’s a spammer, his database is full of garbage information and his email violates CAN SPAM but he’s not that unusual in the realm of list sellers. He is very typical of the people I see offering lists for sale.
List sellers are the internet version of used car salesmen. Everyone knows they are slimy sales guys who will do anything to close the sale. They don’t have a real web presence, just visit appendleads.com and see what I mean.
And yet, people still buy lists from them! I have no doubt that my spammer friend has a nice little business selling email addresses. He sends out spam, he gets a few responses, makes a tidy profit and then sends out another spam, hooks a few more people and makes more money.
OK, so not all list sellers are like appendleads. Some of them go so far to build a website. But at the core they’re the same. They are selling data that isn’t clean, it’s not opt-in, it’s not been verified.
This is why so many of us harp on not buying lists. The sales guys talk a great game, but they aren’t selling what purchasers think they’re getting. They also don’t care. They have no incentive to clean up their data. They have no incentive to accurately represent what they’re selling. All of the risk is on the person that sends the email. Once they have their money, the buyer is on their own.
Can you ever successfully purchase a list? I’m sure some senders have. But that experience is closer to winning more than a thousand dollars in the lottery than an actual good business decision.

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Shady direct marketers exploit CAN SPAM to continue spamming but protect themselves from the law. This is something I’ve been talking about for a while (TWSD), and it’s nice to see the mainstream press noticing the same thing.
HT: Box of Meat

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