http://benchmarkemail.com/blogs/detail/how-your-dead-email-addresses-get-turned-into-spam-traps

1. with
How Your Dead Email Addresses
Get Turned into Spam Traps
Wednesday, April 27, 2011
Paul tells you How Your Dead Email Addresses Get Turned into Spam
Traps.

2. How Your Dead Email Addresses
Get Turned into Spam Traps
•Even ethical email marketers can get
caught by a spam trap
•Imperative to keep subscription list
up-to-date
Dead Email Addresses Get Turned into Spam Traps
Wednesday, April 27, 2011
One morning you show up at work and receive the news: you’ve had a block
placed on your firm’s sending and your email marketing has screeched to a
halt. How could this happen? Simply put, you didn’t keep your subscription
list sufficiently updated, and one of those dormant email addresses has been

3. Churn Rates Can Exceed
One Third of Your List per Year
•33% of your list will turn over each year
•It’s very easy for subscribers to
change email addresses
Dead Email Addresses Get Turned into Spam Traps
Wednesday, April 27, 2011
The churn rate of email addresses on your list can exceed one third per year.
People establish and then drop email addresses at an alarming rate.

4. Resend to Hard Bounces &
Get Lumped into the Spam Can
•It doesn’t matter if the address was
once valid
•Repeated sends to dead addresses,
gets you marked as a spammer
Dead Email Addresses Get Turned into Spam Traps
Wednesday, April 27, 2011
Given that one of the primary identifying activities of spammers is repeated
resends to dead addresses, the ISPs stuff these types of senders into the

5. ISPs Adopt Dormant Addresses
to Use as Spam Traps
•ISPs assume repeats sends to dead
addresses come from purchased lists
•Can happen by not cleaning list too
Dead Email Addresses Get Turned into Spam Traps
Wednesday, April 27, 2011
ISPs will also select dormant email accounts at random and turn them into
their own proprietary version of a honeypot, or spam trap. Legitimate albeit
languorous email marketers fall into that trap by simply not keeping their lists

6. Deleting Hard Bounces
Is as Imperative as Making Payroll
•Must immediately delete hard bounces
•Most ESPs do this automatically
Dead Email Addresses Get Turned into Spam Traps
Wednesday, April 27, 2011
Reputable email service providers are set up to recognize addresses that are
hard bouncers and ensure that they are deleted from your list long before

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Friday, June 25, 2010
For visual learners (video): How Your Dead Email Addresses Get Turned
Into Spam Traps.
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