Spam trap, how to stay safe and improve email deliverability

One of the most important data that email marketers should pay attention is to improve email deliverability.
Unfortunately not always we pay enough attention to keep our list clean from spam traps and old email address.

Types of spam traps

Spam traps are dummy email addresses used by ISP to identify and track email spammers.

There are many types of spam traps, but generally you should pay attention of these two types:

- Recycled spam traps
ISPs turn off abandoned email address and convert it into a spam trap. After a certain period of inactivity which varies from provider to provider, these mailboxes are taken in management by ISPs and turned into spam traps. After conversion any message sent to these mailboxes is automatically marked as spam.

- Pure spam traps created by ISP
This addresses are created by ISPs to identify spammers. They are placed in website and blogs (invisibile for surfers) and can only be obtained by a bot that is crawling for address.
Every message sent to these email address will be classified as spam.

Sending email to spam traps is very dangerous for our sender reputation and our IP address may be blocked as any other email from our domain.

How do spam traps end up on your list?

Often the main reason is the purchase of a addresses list from unprofessional suppliers that don’t update the information by checking the presence of fictitious or abandoned addresses.

There are many other scenarios to consider:

- Imported lists
If you import addresses from your address book you may include role email addresses (e.g – or old/abandoned email: remember to remove inactive email addresses from your database.

- Offline collected email addresses
Hand-written email addresses are hard to read and misspells are common in entering in your database.

- Online sign-up forms
This is the most effective method for building an email list of engaged subscribers.
To avoid typos and invalid email addresses, use the double opt-in subscription method. This sends an automatic email asking new subscribers to confirm the subscription.

How can we stay safe?

The spam traps are a way to fight spam and make communications faster and more reliable.

To reduce the risk of falling into these traps you should remember some best practices and apply them regularly:
– Do not purchase or rent lists, especially if you are not sure about the source of the list or about the list update;
– Confirmed opt-in / double opt-in;
– Reject malformed addresses;
– Simplify the unsubscribe process
– Keep your list clean;
– Do not use old lists.

Choose trustworthy partners and increase the deliverability of your e-mails

Safety and reliability to send and manage newsletter campaigns is essential for KeyCode.
Your server will be checked in real time by our engineers and experts, and in order to offer an even more reliable service, we have strengthened the measures implemented to increase deliverability of all e-mails sent:
•    Automatic black-list check (removal is not included)
•    Firewall set-up to protect contents against attacks
•    Rotation of IP addresses (measure taken for the non-Appliance versions)
•    SPF record (to certify that the server is authorized to send e-mails from the sending domain)
•    Tool that checks addresses before a message is sent
•    Server Backup (daily, weekly or– monthly)

WebHat Newsletter Appliance HD helps generate encoded passwords so that a unique and univocal signature can be added to every e-mail you send. Through this signature the receiving server can establish the link between the newsletter and the domain connected to the sending server. All this leads to fewer chances that your e-mails are wrongly marked as spam, and therefore, more chances that all your messages safely get to their destination.