Sometimes a company that has a direct partnership with an antispam organization will allow email addresses of former employees or users to become spamtraps.īecause antispam organizations will generally make sure future spam traps return a bounce as bad addresses for at least six months before they become spam traps you can prevent repurposed traps in your database by emailing remaining engaged with everyone in your database at least once every six months.Īvoid “wake the dead” campaigns to addresses you have not contacted in more than six months. This can happen when a company goes out of business expired domains are often purchased by antispam organizations. Repurposed traps are email addresses that were once valid but are now owned by an antispam organization. If you have purchased data in the past we recommend setting any inactive purchased leads to marketing suspended or simply removing them from your database. To avoid spam traps get direct opt-in before sending email. Sending unsolicited email is prohibited by the Marketo Terms of Use because this practice has a high risk of causing blocklist issues that can destroy deliverability for multiple Marketo customers. While data vendors may say they provide opt-in data in reality consent should be direct to your company. The antispam world does not like the use of purchased data so antispam administrators have made a concerted effort to get spamtrap addresses into the databases of data vendors. How can a spamtrap get into my Marketo lead database? Purchased data A repurposed trap is an email address that once belonged to someone but is no longer a valid address these addresses will bounce as bad addresses for at least six months before an antispam organization will turn them into live traps. A pristine trap is an email address that was never used by a person. There are two types of spamtraps – pristine traps, and repurposed/recycled traps. From the marketer’s perspective, this can mean a high number of bounced emails leading to low lead engagement, and ultimately to weak revenue performance. Once email is sent to the spamtrap, the antispam organization that owns this address will blocklist the IP that sent the email (or, less often, domains that are linked in the message).Įmail administrators purchase subscriptions to various blacklists, and use the lists to block all incoming email from listed IPs or containing listed domains. Antispam organizations do not sign up for mailing lists, so they consider any email sent to these addresses to be spam. A spam trap, or spamtrap is an email address secretly owned by an antispam organization that is used to detect spam.
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