How to deal with Spamtraps: A Practical Guide by Daniel from Inboxroad

Spamtraps are a pain point for many email marketers and deliverability specialists. In my line of work, countless clients initially approach me with the goal of “removing spamtraps from their list.” However, I always reframe that objective: it’s really about removing non-opt-in addresses from your database. There’s no magic list of spamtrap domains that I simply delete from your contact base. Instead, the process begins with understanding why these non-opt-in addresses—whether actual spamtraps or not—are present, and then fixing the root causes so they no longer appear on your lists.

Understanding the Nature of Spamtraps

Spamtraps are addresses intentionally placed by ISPs or anti-spam organizations to catch senders who are not following best practices. They are designed to identify senders who are mailing to recipients that never signed up to receive communications. However, not every problematic email address is a deliberate trap. More often than not, these addresses are simply non-opt-in contacts that have sneaked into your database through questionable practices or outdated processes.

 

Step 1: Identifying the Source of the Problem

The first step in my process is to identify what type of “bad” addresses are on your list. This is crucial because it helps tailor the strategy for remediation. I use a mix of internal tools, partner ESP insights, public spamtrap data, and sometimes even insights from organizations like Spamhaus to gather intelligence about the type of trap involved.

There are three common categories to look out for:

• Pristine Traps:
  These are typically associated with purchased lists. Pristine traps have never been used for communication; they’re created solely to catch unsolicited mailings. Their presence is a strong indicator that the list was bought rather than organically built.
• Recycled Traps:
  These appear when old, inactive addresses are reactivated. Sometimes, outdated email databases are resurrected without a thorough check, leading to the reactivation of addresses that may have been dormant or flagged previously.
• Typo Traps:
  These result from simple data entry errors on your website. A user may accidentally type a wrong character when signing up, creating an invalid email address that turns into a spamtrap.

 

Step 2: Implementing the Right Changes

Dealing with Purchased Addresses

If you discover that purchased addresses are the issue, your first task is to determine when the purchase occurred. Look for patterns in your data that might indicate when the list was added. If you can pinpoint the time, the simplest solution might be to remove these addresses altogether. However, some clients are hesitant to lose data they perceive as valuable. In such cases, there are a couple of options:

• Treat as Implicit Opt-In:
  In some instances, you may consider the purchased addresses as having an implicit opt-in. This means you maintain them on your list but handle them differently from organically acquired contacts.
• Send Confirmation Emails:
  Alternatively, you can send a re-engagement or confirmation email to validate whether the recipient truly wants to receive your communications. This approach helps you remove addresses never intended to be part of your subscriber base.

Regardless of the method, the goal is to ensure that only recipients who genuinely want your emails remain on your list. An additional layer of scrutiny involves investigating who at the company made the decision to purchase the list and establishing processes to prevent such purchases in the future.

 

Addressing Data Entry Errors on Your Website

The sign-up process on your website is a common entry point for non-opt-in addresses—either through non-human interaction (NHI) like bots or through users entering incorrect or even deliberately fake information. To mitigate these issues, consider the following strategies:

• Implement Verification Mechanisms:
  You don’t necessarily need to use full certificate-of-identity (COI) processes, but implementing a step that confirms the connection between the person and the email address is essential. Simple measures like “double opt-in” or “check your email for a code” are effective and widely accepted.
• Monitor for Bot Activity:
  While there isn’t a one-size-fits-all solution for non-human interactions, you should continually assess your website’s vulnerability to bot sign-ups. There are a variety of methods and third-party tools available to help minimize automated registrations.

 

What Doesn’t Work: The Data Hygiene Service Myth

A common misconception is that subscribing to a data hygiene service can resolve your spamtrap issues. While these services might be effective at removing commercial sensor networks and other known problematic segments, they fall short when it comes to reliably identifying and removing spamtraps that lead to blocked mail. In my experience, no data hygiene service has been able to offer a foolproof solution for spamtrap management. Instead, the focus should be on addressing the underlying issues causing non-opt-in addresses to appear in the first place.

Best Practices to Avoid Spamtraps

Prevention is always better than cure. Here are some tried-and-true methods to help ensure spamtraps don’t find their way into your list:

• Don’t Buy Lists:
  Avoid purchasing lists entirely. This includes steering clear of buying B2B addresses. Organic list building is the only sustainable way to ensure that your recipients have explicitly opted in to receive your communications.
• Avoid Outdated Contacts:
  Resist the temptation to send emails to old addresses that might be lurking in a dusty database or an old desk drawer. These addresses are likely to be non-opt-in, and using them can harm your sender reputation.
• Implement Verification for Sign-Ups:
  As mentioned earlier, a simple verification step can go a long way. Whether it’s a confirmation email or a two-factor authentication process, verifying that the person entering the email is its rightful owner is critical. Not only does this help prevent spamtraps, but it also improves overall data quality.

By following these best practices, you can reduce the likelihood of spamtrap issues before they ever occur. Proactive management and regular list hygiene are key components of a successful email strategy.

Final Thoughts

Dealing with spamtraps is not about finding a quick fix; it’s about understanding the root causes and taking systematic steps to resolve them. Whether you’re handling purchased addresses, reactivated contacts, or data entry errors, the common denominator is clear: you must ensure that your email list comprises contacts who have willingly opted in.

By taking the time to dissect the issues, implement corrective actions, and adopt best practices, you not only safeguard your email deliverability but also build a stronger relationship with your subscribers. As email marketers, our goal should always be to respect our subscribers’ preferences and maintain the integrity of our communications.

I hope this guide helps you understand the intricacies of dealing with spamtraps and offers actionable insights to improve your email practices. If you have any questions or need further advice, feel free to reach out or share your thoughts Daniel Garcia Bonilla

 

Happy emailing,

Daniel – Email Deliverability Consultant from Inboxroad

 

Remember you can create a free account including 1,000 emails per month to test our service. 

Don’t hesitate to contact us at contact@inboxroad.com if you have any questions.