Catchall domains

Catchall domains accept any mail to any email address at that domain. They were quite common, particularly at smaller domains, a long time ago. For various reasons, most of them having to do with spammers, they’re less common now.

Most folks think catchall domains are only used for spamtraps. As a consequence, many of the address verification tools will filter out, or recommend filtering out, any address that goes to a catchall domain. They test this by trying to send emails to random addresses like sldqwhhxbe+ym7ajymw23gm0@clientspecific.domain.example.
But not all catchall domains are used for spamtraps. Every client here at WttW gets a domain assigned to them and those domains are catchalls. Emails to those domains go into a database for analysis. Clients (and I!) can create any LHS on the fly to test signups, look at mail flows. Having a catchall means we don’t have to actually configure any address so I can test multiple signups and encode the data about the signup in the to: address.
This works most of the time, at least until verification services mark those addresses as bad and they don’t get imported into the client’s processes. We have some workarounds, and can still get mail despite the services making assumptions.
 
 

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These are risks every email marketer needs to understand. As collectors of data they are a major target for hackers and other bad people. Even worse, many marketers don’t collect valid data and risk implicating the wrong people if their data is ever stolen. I have repeatedly talked about incidents where people get mail not intended for them. I’ve talked about this before, in a number of posts talking about misdirected email. Consumerist, as well, has documented many incidents of companies mailing the wrong person with PII. Many of these stories end with the company not allowing the recipient to remove the address on the account because the user can’t prove they own the account.
I generally focus on the benefits to the company to verify addresses. There are definite deliverability advantages to making sure email address belongs to the account owner. But there’s also the PR benefits of not revealing PII attached to the wrong email address. With Ashley Madison nearly every article mentioned that the email address was never confirmed. But how many other companies don’t verify email addresses and risk losing personally damaging data belonging to non customers.
Data verification is so important. So very, very important. We’ve gone beyond the point where any big sender should just believe that the addresses users give them are accurate. They need to do it for their own business reasons and they need to do it to prevent incorrect PII from being leaked and shared.

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Email verification – what are we verifying

One of the ongoing discussions in the email space is the one about address verification. Multiple companies have sprung up to do “real time” email address verification. They ensure that addresses collected at the point of sale are valid.
But what does valid mean? In most of these contexts, valid means that the addresses don’t bounce and aren’t spam traps. And that is one part of validating email addresses.
That isn’t the only part, though. In my opinion, an even more important thing to validate is that the email address belongs to the person giving it to you. The Consumerist has had an ongoing series of articles discussing people getting mis-directed email from various companies.
Today the culprit is AT&T, who are sending a lot of personal information to an email address of someone totally unconnected to that account. There are a lot of big problems with this, and it’s not just in the realm of email delivery.
The biggest problem, as I see it, is that AT&T is exposing personally identifiable information (PII) to third parties. What’s even worse, though, is that AT&T has no process in place for the recipient to correct the issue. Even when notified of the problem, support can’t do anything to fix the problem.

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Email verification services

Just yesterday a group of delivery folks were discussing email verification services over IRC. We were talking about the pros and cons, when we’d suggest using them, when we wouldn’t, which ones we’ve worked with and what our experiences have been. I’ve been contemplating writing up some of my thoughts about verification services but it’s a post I wanted to spend some time on to really address the good parts and the bad parts of verification services.
Today, Spamhaus beat me to the punch and posted a long article on how they view email verification services. (I know that some Spamhaus folks are part of that IRC channel, but I don’t think anyone was around for the discussion we had yesterday.)
It’s well worth a read for anyone who wants some insight into how email verification is viewed by Spamhaus. Their viewpoints are pretty consistent with what I’ve heard from various ISP representatives as well.
In terms of my own thoughts on verification services, I think it’s important to remember that the bulk of the verification services only verify that an address is deliverable. The services do not verify that the address belongs to the person who input it into a form. The services do not verify that an address matches a purchased profile. The services do not verify that the recipient wants email from the senders.
Some of the services claim they remove spamtraps, but their knowledge of spamtraps is limited. Yes, stick around this industry long enough and you’ll identify different spamtraps, and even spamtrap domains. I could probably rattle off a few dozen traps if pressed, but that’s not going to be enough to protect any sender from significant problems.
Some services can be used for real time verification, and that is a place where I think verification can be useful. But I also know there are a number of creative ways to do verification that also check things like permission and data validity.
From an ESP perspective, verification services remove bounces. This means that ESPs have less data to apply to compliance decisions. Bounce rate, particularly for new lists, tells the ESP a lot about the health of the mailing list. Without that, they are mostly relying on complaint data to determine if a customer is following the AUP.
Spamhaus talks about what practices verification services should adopt in order to be above board. They mention actions like clearly identifying their IPs and domains, not switching IPs to avoid blocks and not using dozens or hundreds of IPs. I fully support these recommendations.
Email verification services do provide some benefit to some senders. I can’t help feeling, though, that their main benefit is simply lowering bounce rates and not actually improving the quality of their customers’ signup processes.

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