What Are Spam Traps?
Spam traps are used by blacklist and inbox providers to detect and catch malicious email senders. It is common for legitimate senders to find themselves becoming a victim of spam traps unclean email data, inappropriate subject lines and poor practices for email list acquisition.
Spam traps will look like an authentic email address – the catch is that they don’t belong to any real person and are not used for any communication by the company or inbox provider. The sole purpose of spam trap email addresses is to identify spammers and faulty senders and remove them from the ability to reach their user base with unwanted information.
Why Spam Traps are Important to Email Marketers
As an email marketer, you might already be sending emails to spam traps without knowing it is happening. Having even a single spam trap in your mailing list could mean hazardous dents to your ability to reach your subscribers.
Sending emails to spam traps typically indicates that you’re indulged in bad practices to collect email addresses or haven’t managed to keep your list clean. Either effort could land you on the wrong side of email providers, greatly impacting your ability to continue to send and reach your target users.
Types of Spam Traps
To get an understanding of how spam traps end up in your mailing list, it’s important to understand the different types that are out there:
- Pristine Traps – These are email addresses published on public websites that are hidden to a normal user. Only people using bad collection processes will find and send to these addresses. So if you collected your email addresses by scrapping from web pages, chances are you may have picked up by a pristine spam trap.
- Recycled Traps – These email addresses were once used by real people, but became abandoned and got converted into a trap by their inbox provider.
How to Identify a Spam Trap
It is extremely hard to spot a spam trap email address because they don’t look different from any regular email addresses. However, there are many useful tools designed to help you evaluate the sender’s reputation and identify any emails that may be sending emails to spam traps. One such tool is the Microsoft Smart Data Network Service (SNDS).
Avoid an Email Spam Trap
Spam traps are structured to identify senders with irresponsible list building behaviors. One sure fire way of getting this fixed is to have a thorough audit of your own email list quality, and then evaluate it on a consistent basis.
Since spam traps do not belong to real people and provide no level of engagement with your emails such as clicks and/or opens. Getting rid of inactive subscribers would help you get rid of such spam traps as well. One quick way to garner engagement of active users and identify inactive users or potential spam emails is to run a campaign reconfirming user interests.
However, this is just one part of the entire picture – the most important part is reevaluating your strategies of email list acquisition to ensure only genuine, healthy email addresses are in your marketing plans. Use double opt-in procedures, validate incoming addresses, and do not buy or rent lists. You also may want to perform a list cleaning process to get rid of these spam traps.
You can find out more information on how to spam-proof your email marketing campaigns in our six-part series.