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A spam trap is an email address used to expose any poor data collection and list management from email marketers.

As they are not used for communicative purposes, and are not ‘owned’ by a user who could solicit email, they are only found using automated data harvesters.

Therefore, if any email is sent to one of these addresses it is immediately considered unsolicited. By extension, this can lead to further emails of the same content being blocked to other addresses as they are considered bulk unsolicited mail.

How do I prevent my emails from being caught by spam traps?

Simple, have good data practices. Although this isn’t foolproof you increase your chances of avoiding spam traps if you look after your data.

Make sure you know where your data comes from; give your contacts options to opt-down or opt out and have regular data checks, such as segmenting lists based on contact activity.