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Ken Magill

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Suddenly, Shuvitt Inyurass is a Marketer

By Ken Magill
Here’s an idea: If the email address ends up in your email house file, one or more of your address-acquisition sources is bad.
Recently I began receiving email at from a major marketing trade publication. I won’t name it, but suffice it to say anyone reading this newsletter is aware of its existence.
As long-time readers know, Shuvitt Inyurass was my fake name in a 2009 exchange with a Nigerian 419 scammer in which I introduced family members such as Pierce D. Boyle and Lihtta Pharty Inyurass.
I have used the fake name and email address,, to communicate with various likely scam artists over the ensuing years to see, among other things, if they can spot its obvious absurdity.
At some point in the last few years—I forget when—I submitted to some “win-a-free-iPad” type promotions.
Not surprisingly, it soon became apparent was being sold. The address began getting lead-gen spam from what I assume to be sloppy affiliate marketers and some from so-called legitimate marketers.
Being an old drunk, my memory is highly flawed, but I do not remember submitting to the trade publisher that recently began emailing the address. 
An inbox search revealed they had sent me a welcome message on July 29, 2014, a Tuesday.
I can’t imagine why I would subscribe to a trade publisher that I already subscribe to with my Gmail account using, especially on the day I publish. 
In any case, the publication sent no email to ShuvittInyurass from July 29 until Feb. 5. It has been sending about two a day since.
So somehow a major trade publication got in July, sent it a confirmation message but failed to send any email to it for seven months.
Cobbler’s kids anyone?
Chances are is not the only garbage address in this publisher’s file.
It’s also not inconceivable that this publisher is buying email addresses.
But let’s just say for the sake of argument this publisher is not buying email addresses. Someone fed the address into its system. The address has been public for years, after all.
Some would say the publisher should have been protecting itself by using fully confirmed, or double opt-in, where a new subscriber must respond to a confirmation message in order to be added to the file.
I would not be one of those people. 
I use fully confirmed opt-in but only because I must. I have made a lot of people angry over the years, some of whom would pollute my list in a heartbeat given the opportunity.
But I do not recommend fully confirmed opt-in for non-controversial senders.
However, anything less than fully confirmed opt-in invites garbage.
There are data-services firms who claim to be able to protect senders from garbage addresses. Chances are one of these firms could have protected the publisher from sending email to
Failing to implement fully confirmed opt-in is understandable. Failing to implement other data-quality initiatives in place of fully confirmed opt-in is not.
At the very least, I would suggest any trade publisher reading this to check their email list for If it’s there, remove it and stop accepting email addresses from its source.

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