Understanding Spam Traps

Tip: Are you looking for information about Constant Contact’s Email and Digital Marketing product? This article is for Constant Contact’s Lead Gen & CRM product. Head on over to the Email and Digital Marketing articles by clicking here. Not sure what the difference is? Read this article.

Regarding Compliance Emails and This Article

There may be times when you receive an email from Constant Contact's Lead Gen & CRM email compliance team that talks about spam trap hits and, potentially, restricting the flow of your mail. This can seem daunting, confusing, and even a little irritating. This is why the Lead Gen & CRM platform strives to make this process as easy as possible.

This article will provide the knowledge you need to understand the problem. Additionally, this article will lay out expectations on how to get past this issue with the help of specialists.

Be sure to review the entirety of this article before responding to the compliance email. Doing so will help Constant Contact's compliance specialists better work with you on a solution to prevent spam traps moving forward.
 

Why Spam Traps Matter

Spam traps are email addresses used by networks such as ISPs and blocklists to determine if senders are following poor list collection or maintenance practices. When you send emails to a spam trap address, it is considered a spam trap hit.

Hitting a spam trap is harmful to sender domain reputation and puts the domain and sending IP at risk of being added to an ISP's third-party blocklist. ISPs and security filters use data on spam trap hits to help make the Internet a safer place by preventing undesirable emails from ending up in a recipient's email inbox. This means that a spam trap problem within your mailing lists could limit your ability to get mail to the inbox—even for those recipients who want to receive your emails.

As such, a spam trap problem is normally a list quality problem and is often the result of poor list collection or maintenance practices. Spam trap hits will happen on any platform you use, as this is an issue with the email addresses within your mailing list. Sending emails to spam traps will not bounce and they are not the same as spam complaints.

Overall, spam trap addresses damage your deliverability. Repeated spam trap hits will lower your ability to get email to the inbox, and it will put both you and Lead Gen & CRM at risk for blocklisting events. A single blocklisting event can take anywhere from weeks to months for a sender to recover from, these events often require letting go of a large portion of your contact base to rehabilitate your sender reputation.
 

Spam Trap Varieties

Spam traps fall into three categories: pristine, recycled, or typo.

Pristine Spam Traps

Pristine spam traps are email addresses created for the sole purpose of identifying spammers. These email addresses have never been associated with a real person, and therefore they have never opted in to receive email marketing from any company. If you have a pristine spam trap on your mailing list, it was obtained illegitimately and, if sent to, will cause harm to your domain reputation.

Pristine spam traps are placed on the Internet where they can be accessed by web crawlers. They may also end up on your list if you use email appending services. In addition, these traps may be triggered if you add email addresses to a list when guessing email addresses by following email creation patterns, such as assuming that an email address is first.last@domain.com. 

Recycled Spam Traps

Recycled spam traps are reclaimed email addresses that have been out of active circulation for a period of time. Once abandoned by the original owner, emails sent to these addresses would have bounced for a period of time. This allows senders the chance to remove the addresses from their mailing list.

Eventually, ISPs, blocklists, or other services will reactivate the email address in order to accept mail again. Any mail sent to the address will then be counted as a spam trap hit. As these email addresses are not active or tied to an actual individual—and should have been unsubscribed when they bounced—any email correspondence that is sent to the address once it is a spam trap is then considered to be sent without the explicit permission of the current owner.

Hitting a recycled spam trap is typically a symptom of sending to an old list that has not been actively managed to adjust for recipient engagement. You can protect your domain reputation by making sure to email engaged contacts and take advantage of the Engagement-Based Suppression Tool to prevent sending to unengaged contacts for non-essential email sends. 

Typo Spam Traps

Typo spam traps are email addresses that contain common typos, created to replicate email addresses that may have been recorded incorrectly. Examples include alex@gnail.com or alex@hootmail.com, as the domains used here are similar to popular email domains.

Typo spam traps are generally created when collecting email addresses at the point of sale. For example, when checking out at a department store, you may be asked for your email to sign up for a rewards program. An error occurs in data entry, and alex@aool.com is collected instead of alex@aol.com.

You can help avoid typo spam traps by using double opt-in for your email mailing lists. This ensures that email addresses collected will only be added to your mailing lists once a recipient clicks a confirmation email. As recipient addresses with typos will not receive the confirmation email, these potentially harmful addresses will be kept off of your mailing lists. Also, consider reviewing email lists on a regular basis to check for proper spelling and otherwise catch common misspellings of typo domains.
 

Why Lead Gen & CRM Questions List Practices

Constant Contact is your partner. This means that Constant Contact invests in tools and procedures to help identify issues with email sends that are likely to hurt your ability to get mail to the inbox. Constant Contact also has a duty to protect the sending platform for the good of all other senders.

Again, when you hit spam traps, Constant Contact will contact you regarding your list practices. The questions Lead Gen & CRM asks about your list practices provide insight into how the spam trap addresses could have found their way into your mailing list. Once known, Lead Gen & CRM can figure out how to get them out of your mailing list. Constant Contact's Lead Gen & CRM compliance specialists are highly educated and trained in identifying causes for spam traps and remediation practices.
 

Why Lead Gen & CRM Blocks or Limits Senders

Depending on the severity of the spam trap issue, email compliance specialists may feel it necessary to either block all of your email sending or limit the amount of bulk mail that you can send until improvements are made. These improvements are those that Constant Contact believes to be likely to solve your spam trap problem.

Be aware that, as an email-sending platform that thrives off as much mail as possible being sent, this decision is not made lightly. Blocking or limiting senders will only be done if Lead Gen & CRM believes it necessary to protect both the sender and Lead Gen & CRM's own sending platform.

Again, continued spam trap hits will diminish your sending reputation with ISPs—and these hits could even put you at risk for blacklisting events. Blocking or limiting the flow of email for a period of time is sometimes necessary to prevent those events from taking place until improvements can be completed.
 

How Lead Gen & CRM Helps You

Lead Gen & CRM will actively help you with spam trap problems—but you must act in good faith and do so in a timely fashion. As such, respond to the email sent by Constant Contact's Lead Gen & CRM email compliance team with the requested information.

With all of the details and information, Lead Gen & CRM's specialists can quickly help develop improvement recommendations likely to solve the problem and improve the health of your sender reputation. Improvements likely to solve the spam trap problem must be completed before Lead Gen & CRM can allow regular sending again. As much as Constant Contact's Lead Gen & CRM email compliance team wants to help, this part of the process relies on the sender completing the improvements within their mailing list.

Be aware that the specialists cannot provide tailored recommendations if you do not email with the requested information. Lead Gen & CRM would prefer to give you a personalized improvement recommendation instead of a blanket recommendation. Blanket recommendations are unlikely to solve the issue without removing many contacts from your mailing lists.
 

Communication and Timeline Expectations

Lead Gen & CRM email compliance specialists work to resolve issues with senders as quickly as possible. While they do their best to respond to emails and schedule calls as quickly as they are able, do understand if there is not an immediate response. Some spam trap events require considerable research in order to provide you with tailored improvement recommendations. As such, the sooner you reply to the initial email with the requested information, the sooner Lead Gen & CRM specialists can provide you with improvement recommendations.

However, the email compliance team does not have a direct phone line. As they are not directly a part of the Support team, you will need to reply to the initial compliance email you received. When replying with the requested information, you may also include a request to schedule a phone call if you would like to discuss the issue further.

While each individual compliance case differs due to the severity and cause of the spam trap issue, the average time it takes to resolve a spam trap hit is between 1–3 business days. Be aware that the time needed to resolve cases depends on how soon Lead Gen & CRM receives the requested information, as well as how quickly the improvements can be completed by the sender. That said, Lead Gen & CRM will always work with you with the goal of helping you through this issue as quickly as possible.
 

Improvement Recommendation Examples

Each individual improvement recommendation Lead Gen & CRM provides will depend on your own email practices, industry, content, and the like. The following are examples of more common spam trap improvement recommendations:

• Unsubscribe suspect contacts. Contacts collected through methods known to cause spam traps, or sending to contacts with a record of hard bounces, unsubscribes, and spam complaints from a previous sending platform will only damage your sending reputation. Unsubscribing these contacts is essential.
   
• Remove contacts who have not engaged with your content after several email sends. Spam trap owners very rarely open emails. A good method for solving a spam trap problem is filtering them out with those contacts who are not engaging. This is beneficial, as unengaged contacts are likely to result in poor deliverability even without a spam trap problem. Unsubscribing or removing those contacts from your lists can help increase your deliverability.
   
• Use Lead Gen & CRM's Email Engagement Tool. The Email Engagement Tool helps suppress unengaged contacts from being sent mail, and it helps prevent sending non-essential mail to low-engagement contacts.
   
• Engage in a reconfirmation campaign. Reconnect and re-engage with your contacts by confirming their continued subscription to your emails. At the same time, remove the contacts who do not confirm their continued subscription to your emails. Doing so will help to solve the spam trap problem. Additionally, it will help improve your ability to have your emails delivered to the inbox, where they can be opened and engaged with.
   

Preventing Further Spam Trap Hits

Even after solving this spam trap issue, there may be subsequent instances where you hit spam traps. Spam trap addresses are constantly appearing or changing, so you must always be vigilant when sending emails. Preventing further issues with spam traps should always be a goal. Consider the following when maintaining clean contact lists:

• Configure and use double opt-in methods. Allowing your recipients to opt in is critical with modern marketing automation. Adding opt-in methods—like double opt-in—protects you. This is because those contacts who opt in are actively confirming their desire to be added to your mailing lists. Be sure to follow the best list collection methods so only those contacts who have directly opted in are added to your mailing lists. 
   
• Set up reconfirmation automation. This automation will automatically send a reconfirmation email to contacts who have not engaged with your content after a designated period of time. The automation will also unsubscribe contacts who do not confirm their continued subscription. Proactively reconfirming contacts keeps your list clean and full of engaged contacts.
   
• Utilize Lead Gen & CRM's Engagement-Based Suppression Tool. Lead Gen & CRM recommends always suppressing Unengaged contacts. In addition, consider suppressing Low Engagement contacts for non-essential email sends. This is a proven method to getting more mail to the inbox—email which is more often opened and clicked.