There has been a great deal of discussion in the email sender community about blocklists and blocklisting lately. Since December, I’ve talked to a great many senders who don’t understand why blocklisting services decided to list them and wonder why they were “singled out” for listings. They weren’t; they singled themselves out.
What I mean is that I have operated DNSBLs and run spamtrap networks. If there’s one thing I wish that senders understood, it’s that I never, ever had to go looking for spam. When a sender’s mail ends up in my trap in quantities sufficient to cause a listing, then that was always the sender’s doing, not mine. Listees often complained that I was unfair, that their competitors had the same practices and didn’t get listed, that more trap hits were to be expected during the holidays, and so on. But the bottom line was always that if there was a statistically significant amount of spam in my traps, a listing was sure to follow. If your competitor wasn’t listed it was because they didn’t hit my traps.
My advice here is simple: don’t paint a target on yourself–avoid hitting the spamtraps in the first place. It’s difficult and expensive to resolve a DNSBL listing, and you will find that you cannot dictate the terms under which your IPs will be delisted. I can almost guarantee that you’ll have to give up something you don’t want to lose once a listing happens.
Here are three ways to avoid hitting traps:
The lesson here is a simple one—it is always better to prevent a listing than to react to it. Manage your address acquisition, your engagement and your data correctly and you’ll find you will be listing-free.
Do you have questions about spamtraps? Ask away at [email protected], and maybe I'll use your question in a future blog post.