Summary
The claim of 90 million email 'protestors' going beyond marking as spam is likely an exaggeration. The number may stem from misinterpreting email rejections as active protests. There's conflicting information regarding ESP data sales. While some sources assert reputable ESPs don't sell data, others suggest it occurs, particularly bounce data sold to list hygiene companies. Evidence indicates recipients take actions beyond marking emails as spam, like unsubscribing, blocking, and filtering, and these actions, along with spam complaints, affect sender reputation and deliverability. Spam traps are actively used to identify spammers. Ethical guidelines and regulations impact how ESPs handle data, potentially limiting sales. There are confirmed cases of potential data sales to third parties.
Key findings
- Protestor Claim: The claim of 90 million email 'protestors' is likely exaggerated.
- Source of Claim: The number may be from misinterpreted email rejections.
- ESP Data Sales Controversy: Conflicting opinions exist on whether reputable ESPs sell data.
- Bounce Data Sales: Selling bounce data may be a lucrative revenue stream, data potentially is sold to list hygiene services.
- Actions Beyond Spam Button: Recipients take actions beyond marking as spam, such as unsubscribing and filtering.
- Reputation Impact: Recipient actions and spam complaints affect sender reputation.
- Spam Traps Active: Spam traps are actively used to identify and block spammers.
- Regulatory Constraints: Ethical guidelines and regulations constrain data handling by ESPs, there are constraints on sales.
- Confirmed Cases: There are cases of ESPs selling data to 3rd parties.
Key considerations
- Evaluate Claims Critically: Be skeptical of claims about large numbers of 'protestors' and seek evidence.
- Choose Ethical ESPs: Select ESPs known for ethical data handling and respect for privacy.
- Monitor Reputation: Track sender reputation metrics and address issues promptly.
- Maintain List Hygiene: Practice good list hygiene to minimize spam complaints and bounces.
- Understand Data Policies: Carefully review the data policies of ESPs regarding sales and usage.
- Review data polices: Review ESP data sharing policies, if there are no clear policies, avoid the service.
What email marketers say
7 marketer opinions
The accuracy of the claim of 90 million email 'protestors' performing actions beyond marking as spam is questioned, with some suggesting the number is likely inflated. Opinions differ on whether reputable Email Service Providers (ESPs) sell data, with some asserting they do not, while others suggest the practice exists, especially concerning bounce data. Recipients indeed take actions beyond marking as spam, such as unsubscribing, blocking senders, and using filters, while reporting emails as spam contributes to blacklisting and impacts sender reputation.
Key opinions
- Protestor Numbers: The claimed number of 90 million 'protestors' taking action beyond marking spam is potentially inflated.
- ESP Data Sales: There are conflicting views on whether reputable ESPs sell user data, with some denying it and others suggesting it occurs, particularly with bounce data.
- Actions Beyond Spam: Recipients engage in various actions beyond just marking emails as spam, including unsubscribing, blocking, and filtering.
- Blacklisting Impact: Reporting emails as spam leads to blacklisting, which affects sender reputation and deliverability.
- Bounce Data Value: Selling bounce data can be a lucrative revenue stream for ESPs.
Key considerations
- Data Privacy: Consider the ethical implications and potential legal ramifications of ESPs selling user data, even if it's just bounce data.
- Sender Reputation: Be aware of actions recipients can take beyond marking as spam and their impact on sender reputation and deliverability.
- Data Accuracy: Evaluate the reliability of claims regarding the number of 'protestors' and the methodologies used to identify them.
- ESP Reputation: Choose ESPs known for their data privacy practices and commitment to ethical data handling.
- Blacklist Awareness: Be aware of how blacklisting occurs and avoid practices that increase spam complaints.
Marketer view
Email marketer from Email Geeks Slack questions the high number of 90 million 'protestors' if it means tangible efforts beyond just marking as spam.
14 Jun 2023 - Email Geeks Slack
Marketer view
Email marketer from Senderock.io explains that email recipients may engage in other actions, such as unsubscribing, blocking senders, or creating filters, which are steps 'beyond' simply marking as spam.
18 May 2024 - Senderock.io
What the experts say
5 expert opinions
Claims of 90 million email recipients being 'protestors' who go beyond marking as spam are likely exaggerated, potentially stemming from senders misinterpreting rejected emails. While concrete proof is lacking, evidence suggests that some ESPs do sell data to list hygiene companies and third parties, raising concerns about data privacy practices.
Key opinions
- Exaggerated Numbers: The claim of 90 million email 'protestors' is likely inaccurate.
- Source of Numbers: The 90 million figure might originate from senders misinterpreting rejected emails as 'protests'.
- Data Sales: Some ESPs reportedly sell data to list hygiene companies and third parties.
- Lack of Hard Proof: While anecdotal evidence exists, concrete proof of ESP data selling is often elusive.
- Data Privacy Concerns: The potential for ESP data sales raises concerns about data privacy and ethical practices.
Key considerations
- Verify Claims: Approach claims of large numbers of 'protestors' with skepticism and seek verifiable evidence.
- Data Security: Inquire about the data security and privacy policies of ESPs before using their services.
- Ethical Practices: Support ESPs that prioritize ethical data handling and transparency.
- Monitor Data Usage: Be mindful of the data you share and how it might be used by ESPs and third parties.
- Due Diligence: Perform thorough due diligence on ESPs to assess their data handling practices.
Expert view
Expert from Email Geeks suggests the 90 million figure comes from the rejection of the sender's own spam efforts.
12 Dec 2022 - Email Geeks
Expert view
Expert from wordtothewise.com shares the opinion that there are ESP's selling data to 3rd parties.
23 Sep 2021 - wordtothewise.com
What the documentation says
3 technical articles
Spam traps are used to identify and block spammers, indicating active management to combat unwanted email. Data privacy regulations and ethical considerations influence how ESPs handle user data, potentially limiting data sales. Sender reputation, impacted by bounce and complaint rates, is influenced by recipients marking emails as spam.
Key findings
- Spam Traps: Spam traps are actively used to identify and block spammers.
- Data Privacy: Data privacy regulations and ethics guide ESP user data handling.
- Sender Reputation Factors: Sender reputation is affected by bounce and spam complaint rates.
- Recipient Actions: Recipients marking emails as spam directly impacts sender metrics.
Key considerations
- Spam Trap Avoidance: Implement strategies to avoid hitting spam traps.
- Ethical Data Handling: Choose ESPs with strong data privacy and ethical guidelines.
- Monitor Metrics: Monitor bounce and complaint rates to maintain a good sender reputation.
- List Hygiene: Maintain good list hygiene practices to reduce spam complaints.
Technical article
Documentation from Spamhaus.org explains that spam traps are email addresses used to identify and block spammers, implying that active management and use of such traps exist.
29 Apr 2025 - Spamhaus.org
Technical article
Documentation from AWS describes that sender reputation depends on factors like bounce rates and complaint rates. Recipients actively marking emails as spam contributes to these metrics.
9 Nov 2022 - AWS.amazon.com
Can an ESP allow its users to use the ESP's physical address in marketing emails under CAN-SPAM?
Do ESPs charge for dedicated IPs and how much do dedicated IPs cost?
How are email receivers pressured to allow more mail?
How are spammers getting content for their spam emails?
How can ESPs identify and block spammers before they damage IP reputation?
How can I track which vendors share my email data with others?
How do ESPs manage internal vs client deliverability responsibilities?
How do ESPs manage IP pools and how does it affect deliverability?
How do shared IP pools and sending domains impact email sender reputation for ESPs?
What are some examples of security vulnerabilities and poor security practices?
