Truth, myths and realities

For a long time it was a known fact that certain ISPs recycled abandoned addresses into spamtraps. There were long discussions by senders about this process and how it happened. Then at a conference a few years ago representatives of ISPs got up and announced that they do not recycle addresses. This led to quite a bit of consternation about how deliverability folks were making things up and were untrustworthy and deceptive.

In the early 2000’s ISPs were throwing a lot of things at the wall to deal with mail streams that were 80 – 90% bulk. They tried many different things to try and tame volumes that were overwhelming infrastructure. ISPs did try recycled traps. I know, absolutely know, two did. I am very sure that others did, too, but don’t have specific memories of talking to specific people about it.
At that time, a lot of deliverability knowledge was shared through word of mouth. That turned into a bit of an oral history. The problem with oral history is that context and details get lost. We can use the story of the ISP that did/did not recycle traps as an example.
Deliverability folks talk about an ISP that recycles traps. They don’t mention how often it happens. Some folks make the assumption that this is an ongoing process. It’s not, but anyone who knows it’s not risks violating confidences if they correct it. Besides, if senders believe it’s an ongoing process maybe they’ll be better behaved. Eventually, the story becomes all ISPs recycle traps all the time. This is our “fact” that’s actually a myth.
Then an ISP employee goes to a conference an definitively states they don’t recycle traps. I believe he stated the truth as he knows it to be. That ISP moved on from recycled traps to other kinds of traps because there were better ways to monitor spam.
We were talking about this on one of the deliverability lists and I told another story.
[ISP] recycled addresses once – back when JD was there which must have been, oh, around 2005/6 or so. I heard this directly from JD. It wasn’t done again, but a whole bunch of people just assumed it was an ongoing thing. Since my knowledge was a private conversation between JD and me, I never felt comfortable sharing the information. Given the circumstances, I’ve decided it’s OK to start sharing that end of the story a little more freely.
No one set out to create a myth, it just happened. No one intended to mislead. But sometimes it happens.

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Typo traps

People make all sorts of claims about typo traps. One claim that showed up recently was that Spamhaus has just started using typo traps. I asked my Facebook network when people started using typos to detect incoming spam.
Two different colleagues mentioned using typos, both on the left hand side and the right hand side, back in ’98 and ’99.
The point is, typo traps are absolutely nothing new. They are, in fact, as old as spam filtering itself. And as one of trap maintainers remind me, not all of them even look like typos. It’s not as simple as hotmial.com or gmial.com.
I really think that focusing on traps is paying attention to the wrong thing.
The traps are not the issue. The underlying issue is that people are signing up addresses that don’t belong to them. Sometimes those are addresses that are spamtraps. Sometimes those are simply addresses that belong to someone else. Those addresses don’t belong to customers, they belong to random people who may never have heard of the sender. Sending mail to those people is sending spam.
Just trying to remove traps from your address lists isn’t going to solve the underlying problem. Instead, focus on improving your data process to keep from sending mail to random strangers.

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Email filtering: not going away.

VirusBlockI don’t do a whole lot of filtering of comments here. There are a couple people who are moderated, but generally if the comments contribute to a discussion they get to be posted. I do get the occasional angry or incoherent comment. And sometimes I get a comment that is triggers me to write an entire blog post pointing out the problems with the comment.
Today a comment from Joe King showed up for The Myth of the Low Complaint Rate.

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ISP Relationships

Delivra has a new whitepaper written by Ken Magill talking about the value (or lack thereof) of relationships with ISPs. In Ken’s understated way, he calls baloney on ESPs that claim they have great delivery because they have good relationships with ISPs.
He’s right.
I get a lot of calls from potential clients and some calls from current clients asking me if I can contact an ISP on their behalf and “tell the ISP we’re really not a spammer”. My normal answer is that I can, but that there isn’t a place in the spam filtering process for “sender has hired Laura and she says they’re not a spammer.” I mean, it would be totally awesome if that was the case. But it’s not. It’s even the case where I’m close friends with folks inside the ISPs.
I’m pretty sure I’ve told the story before about being at a party with one of the Hotmail ISP folks. There was a sender that had hired me to deal with some Hotmail issues and I’d been working with Barry H. (name changed, and he’s not at Hotmail any more) to resolve it. During the course of the party, we started talking shop. Barry told me that he was sure that my client was sending opt-in mail, but that his users were not reacting well for it. He also told me there was no way he could override the filters because there wasn’t really a place for him to interfere in the filtering.
Even when folks inside the ISPs were willing and able to help me, they usually wouldn’t do so just because I asked. They might look at a sender on my request, but they wouldn’t adjust filters unless the sender met their standards.
These days? ISPs are cutting their non-income producing departments to the bone, and “sender services” is high up the list of departments to cut. Most of the folks I know have moved on from the ISP to the ESP side. Ken mentions one ISP rep that is now working for a sender. I actually know of 3, and those are just employees from the top few ISPs who are now at fairly major ESPs. I’m sure there are a lot more than that.
The reality is, you can have the best relationships in the world with ISPs, but that won’t get bad mail into the inbox. Filters don’t work that way anymore. That doesn’t mean relationships are useless, though. Having relationships at ISPs can get information that can shorten the process of fixing the issue. If an ISP says “you are blocked because you’re hitting spam traps” then we do data hygiene. If the ISP says “you’re sending mail linking to a blocked website” then we stop linking to that website.
I have a very minor quibble with one thing Ken said, though. He says “no one has a relationship with Spamhaus volunteer, they’re all anonymous.” This isn’t exactly true. Spamhaus volunteers do reveal themselves. Some of them go around openly at MAAWG with nametags and affiliations. A couple of them are colleagues from my early MAPS days. Other do keep their identities secret, but will reveal them to people they trust to keep those identities secret. Or who they think have already figured it out. There was one drunken evening at MAAWG where the nice gentleman I was joking with leaned over and says “You know I am elided from Spamhaus, right?” Uh. No? I didn’t. I do now!
But even though I have the semi-mythical personal relationship with folks from Spamhaus, it doesn’t mean my clients get preferential treatment. My clients get good advice, because I know what Spamhaus is looking for and can translate their requirements into solid action steps for the client to perform. But I can think of half a dozen ESP delivery folks that have the same sorts of relationships with Spamhaus volunteers.
Overall, relationships are valuable, but they are not sufficient to fix inbox delivery problems.

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