Access Keys

What is Spam? - How to Prevent Spam

Spam

What is spam?

"spam" is unsolicited commercial email which many consumers find annoying and time consuming, whereas others have lost money to bogus offers that have arrived in their email in-box.

Spam is flooding the Internet with many copies of the same message, in an attempt to force the message on people who wouldn’t choose to receive it. Most spam is commercial advertising, often for dubious products, get-rich-quick schemes, or quasi-legal services. Spam costs the sender very little to send, with most of the costs picked up by the recipient or the carriers rather than by the sender.

In recent years, there has been a proliferation of spam blockers and anti spam filters. Their success has been very limited as the damage of stolen bandwidth and unauthorized use of network and private computer resources persist when the spam is merely blocked at the final destination. Even with the widespread use of spam filters, and despite a massive decline in volume (82.22%) since 2010, independent studies show 72.9% of all global email is still spam.

How to stop spam

For more information on spam and how to deal with unwanted email visit:

The Messaging Anti-Abuse Working Group (MAAWG)

The Messaging Anti-Abuse Working Group MAAWG  is an industry group formed to fight messaging abuse such as spam and fraud e-mail. For more information visit www.maawg.org

This personal information might also be of interest: Using email
This business information might also be of interest: Using email at work

Overcoming Spam

Consumers receive so much spam that they are hesitant to open emails, unless they know and trust the sender. At the same time, Spam filters, incorrect addresses and email server technical issues all impact the successful delivery of email messages.

As well as many legal implications, there are professional standards that apply to commercial email, and every email marketing strategy needs to mindful that they could be the subject of spam complaints.

Whatever the email marketing strategy you adopt, it is always important to ensure that EVERY email address is collected legally and professionally, and the content within the email is compliant with email best practice to minimise spam.

Collecting email addresses legally

It is important to ensure you have permission from your email list subscribers before sending any content. There are some simple rules to follow:

  1. Never purchase an email list from a company that allows you to keep the email address as a data file. These data files are easily bought and sold, and email addresses with explicit permission are too valuable to sell
  2. Never collect email addresses from websites or other online directories, as it isn’t possible to get explicit permission this way.
  3. Don’t rent an email list unless you are certain that the list rental company’s practices are legally compliant. In most cases, rental companies don’t have permission-based lists.

For further information read our section on data protection.

This business information might also be of interest: Email marketing

Email content compliance

To ensure that your emails remain compliant, make sure that you do the following:

Provide a way to opt out

Always provide a way for your subscribers to opt out of receiving further emails from you. If they do select to opt out, you are required to remove anyone who unsubscribes within 10 days of the request. You then can’t add this person back in unless you have their explicit permission

Include an email address

Ensure that your email includes your physical email address. If your business includes many locations, include your main address, or the address associated to each email you send.

Clearly identify yourself

Make sure your email header information clearly identifies your business and does not mislead your audience in any way. This includes your “From” line, your “Subject” line and your email address.

Don't mislead

Ensure your “Subject” line is not misleading. You should never trick your audience into opening your email or to misrepresent the offer contained in the email.

This business information might also be of interest: Email marketing

How useful was this article?

Nominet is constantly striving to improve the level of knowledge on this site. Your feedback is appreciated.

Take the NetCheck

Recommended video