In the IT world, honeypots have a number of definitions depending on its usage, but with email, a honeypot means one thing – a trap. Honeypots are inactive email addresses set up specifically as a tool to catch spammers red-handed as these emails are not used by real people and therefore never opted-in to any email campaigns. As a result, any mailer that sends to these addresses can be dubbed a spammer.

One of the most common ways that spammers obtain honeypot email addresses is by harvesting email. They do this by:

• Purchasing or trading lists of email addresses from fellow spammers
• Using special software (spambots) to spider websites to source email addresses
• Guessing email addresses using common usernames for each targeted domain
• Offering a product or service for free in exchange for an email address
• Sending malicious email that scans your hard drive or network for email addresses

And the problem is big. Project Honey Pot is a non-profit organization working to track and stop email harvesting. They are currently monitoring over 88 million different spam trap addresses, and have thus far identified almost 140,000 harvesters, over 20 million dictionary attackers, and over 93 million spam servers. They publish a directory of malicious IPs with a breakdown by type – harvester, spam server, dictionary attacker and comment spammers. You can even lookup an IP to see if its suspect.

It’s important to note, that even legitimate mailers can end up with honeypots on their email file. Regardless of your intent, sending unwanted email is a violation of the CAN-SPAM Act. That’s why it’s important for you to:

• Closely monitor your email deliverability and perform regular list hygiene
• Check your response metrics and remove non-responders from your file in a timely fashion
• Validate email addresses and be sure to ask for permission before sending

Not doing so can result in your IP being blocked or deny listed, which will compromise your email deliverability and response rates.

With more than 15 years of experience, Carly Brantz is an email deliverability and inbound marketing veteran. As the VP of Revenue Marketing at SendGrid, Carly empowers her team to transform marketing from a cost center to a revenue generator. With a key focus on funnel optimization, Carly leads the team responsible for content creation, lead nurturing, SEO/SEM, and website optimization. An accomplished speaker, Carly shares her email delivery and revenue marketing tactics as a headline speaker on SendGrid’s international roadshow as well as other Marketing conferences.