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Re: [ietf-smtp] Possible cont4ibution to moving forward with RFC5321bis SMTP

2019-12-30 09:58:29

On 30 Dec 2019, at 15:24, Keith Moore <moore(_at_)network-heretics(_dot_)com> 

On 12/30/19 8:31 AM, Laura Atkins wrote:

30% of email addresses on a marketing list go bad every year. It doesn’t 
seem that changing email addresses is that problematic.

Of course it is problematic, because any email address that is changed for 
that reason cannot be used as stable contact info for use between friends and 
colleagues.    And this degrades the utility of email.

This has been the case since 1999. 

Of those 30%, I wonder how many of those addresses were addresses that people 
intended to use as stable addresses in the first place.   I wonder how many 
people obtain "throwaway" addresses specifically for the purpose of 
disclosing in contexts where they seem likely to be exploited by marketers, 
while reserving other addresses for use for mail that they want to get.

There has been published research on this. Which goes back to what Dave was 
saying - you really need to understand what has been done before you start 
proposing solutions. I have a copy of the .pdf, but you can search google to 
find it, too. The title is  "ISPs and Spam: The Impact of Spam on Customer 
Retention and Acquisition," Gartner Inc., Stamford, Conn. June 14, 1999. 

I also wonder how many people routinely get a "throwaway" email address on 
any rare occasion that they need to correspond with anyone over email, with 
the expectation that such correspondence will inherently be short term, 
because many people seem to treat email as a communications medium of last 

So I wouldn't assume that those 30% were addresses that people wanted to keep 

The initial research was done on behalf of ISPs, not senders. 

But yes, I'm aware that one of the ways that people deal with spam is by 
changing email addresses.     If spam as experienced by ordinary people were 
not so bad, causing them to change email addresses as a way of dealing with 
it, email would be more useful.

In 1999, the volume of spam was a tiny fraction of what it is today. And, yet, 
it was bad enough to cause 30% of people to abandon their email addresses. 


Having an Email Crisis?  We can help! 800 823-9674 

Laura Atkins
Word to the Wise
(650) 437-0741          

Email Delivery Blog:     

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