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    ▷ Learn what Spam Traps are and how to get away from them! – WAU 2020

    Learn what Spam Traps are and how to get away from them! – WAU

    Spam traps are nonexistent or inactive email accounts used by providers to identify spammers – addresses that send unwanted messages and without the consent of the recipient.

    92% of the world’s adult population uses email. And while many claim that “email is dead”, it remains firm as one of the digital marketing channels that provide the greatest financial return.

    If well planned, an email marketing campaign helps people interested in your product or service to stay informed with your company’s publications, to advance in your sales funnel and, of course, to be more prepared to make a purchase.

    However, some problems can hinder the success of the strategy, one of which is known as spam traps, feared by many email marketers.

    In this post, you will discover:

    What are spam traps?

    20% of emails sent do not reach the subscriber’s inbox. For this reason, low delivery rates are one of the most critical and difficult challenges you can encounter when working with email marketing.

    Imagine that you have improved and optimized your database, created an attractive campaign and elaborated irresistible subjects to encourage the opening of the email. If I say that your email will not reach the recipient, what good is all that effort?

    Spam traps or, in English, spam straps, are one of the most dangerous and harmful aspects of email marketing. And its biggest disadvantage is the fact that they are still quite unknown.

    Spam traps refer to non-existent or inactive email accounts in your database that affect your reputation as a sender and “burn” your domainand may end up on a blacklist if users block their emails.

    Online reputation is a reflection of how relevant your brand is and the prestige you have created in front of your audience. In email marketing, this is called email reputation.

    You can achieve a high percentage of reputation if your subscribers open and read your emails. However, if your recipients do not click or interact with your messages, the bad reputation may fall on your address.

    Thus, scoring classifications were created to measure the quality of senders and senders. For that, consult ISPs and anti-spam filters.

    Types of spam traps

    Spam traps are divided into two groups: pure and recycled. Next, you will learn about the characteristics of each one.

    Pure spam traps

    Pure spam traps are accounts exclusively designed to catch spammers and created in secret, so as not to receive email from any company or person.

    Imagine that you created an account and didn’t reveal it to anyone, how would it be possible to receive promotional emails? If that happened, possibly spammers would have obtained your address incorrectly, ignoring good email marketing practices.

    Therefore, if your company is captured by such an email, it is very likely that your IP address and domain will be immediately compromised.

    Recycled spam traps

    Recycled spam traps are email addresses that previously existed and were recovered by providers after a period of inactivity or disuse.

    This type of spam trap is less aggressive, since before it becomes a trap, it sends, for a while, an email informing about the inactivity of the address.

    After that period ends, the account automatically becomes a spam trap. If you happen to have one of these addresses in your database, you may have received (or will receive) notifications to delete them.

    If you have not deleted them and continue to send advertising campaigns to any of these addresses, you may be eligible as a spammer.

    What to do to avoid falling spam traps?

    Follow our advice to avoid falling into these pitfalls that are so damaging to your business.

    1. Don’t buy databases or contact lists

    Build your own email list with the subscribers you get by following good email marketing practices. To send promotional messages, you must have the consent of your subscribers.

    Buying a database is a terrible option. The addresses you will get are likely to be very old and may even be inactive, at the risk of some being spam traps.

    In addition, these addresses will be of users not interested in your products, which means that they did not ask to receive your emails and, sooner or later, will mark your messages as spam, tarnishing your reputation.

    2. Do not invent generic addresses

    In times of desperation, there are people who invent email addresses, hoping they are real accounts. It is possible that they will even settle one of these accounts, but the probability is very low. On the other hand, the likelihood of falling into spam is quite high.

    As if that were not enough, the right addresses will be random and will not be part of the target audience of the brand, therefore, these recipients will not be interested in what is offered and may mark the address as spam.

    3. Keep your database up to date

    As we already mentioned, inactive accounts are generally recycled by providers as anti-spam filters. Therefore, it is advisable to keep your database updated, eliminating addresses that are no longer active.

    Despite spam traps, email marketing is an extremely efficient channel for conversion strategies. It is only necessary to take due care and respect good practices to achieve expressive results for your business.

    If you want to know more about how to keep your email marketing strategy working, visit and download our guide with the best engagement tips!

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