There has been a lot of talk in Deliverability that has centered around a rash of Spamhaus listings. The narrative is that someone set off a massive number of “list bombs” (entering tons of email addresses at sites without CAPTCHA or Confirmations) which targeted websites that didn’t have any confirmation capabilities.
Those addresses were then added to the lists of those sites. The “hacked” senders are now potentially on the radar of Spamhaus, which led to lots and lots of listings, which consequently led to misery for the senders themselves.
We’re in an interesting time right now even with all of the anti-spam talk and regulations that are out there, Spamhaus is interestingly the only real power broker in the blacklisting space. A listing from Spamhaus can basically shut down an email program, because so many ISP’s use the Spamhaus listing as their blacklisting of choice.
Make no mistake about it, getting listed by Spamhaus will ruin your day, and probably cost you some money. A Spamhaus listing is a devastating thing for some marketers, as the listing exposes the weaknesses in their program, and they find out about the ongoing danger.
There is an easy answer to this potential issue. If you use confirmed opt-in, you will NEVER have to worry about Spamhaus, or probably any other blacklisting again. That’s right, if you use confirmed opt-in, you are not going to be listed on Spamhaus… ever. For some of you reading this who have never been on this list, you don’t realize how life changing one of these listings can be, you don’t understand the fuss. You won’t feel that way after the listing.
I know (and have heard) all of the arguments of why you can’t do confirmed opt-in. I’d like to go through these individual reasons, and talk about why if they aren’t already invalid, they will be soon.
These are the most common excuses we get when we talk confirmed opt-in. The truth is that, these are all outdated excuses, and they just don’t hold up anymore. Change now, or your strategy may be changed by someone else in a way that you probably won’t be comfortable with.
It’s time to move to confirmed opt-in. The excuses are just that, excuses. You build a better list, improve your deliverability, can provide partners with real value, and have engaged customers. When you send a mailing, people will receive it. Don’t take the easy route. Forget about Spamhaus now by doing the right thing.
One other right thing you can do is download Email Deliverability: Guide for Modern Marketers to find out how to achieve email deliverability that really delivers.