Earthlink’s spam filtering, privacy, and defensiveness
June 12th, 2010 at 8:29 pm ETEarthlink’s absurdly unsubtle challenge-and-response spam filtering has set the bar for customer unfriendliness for, what, a decade? Incredibly, James Fallows reports, they’re still at it.
There was a time when this technology, if not actually customer-friendly, at least felt like a legitimate response (albeit a heavy-handed one — this kind of stuff, which felt to me kind of “off,” was one reason I discontinued my own account relationship with Earthlink six or seven years ago) to a real problem. Spam certainly felt out of control a decade ago. And the brew-your-own vibe inherent in this approach to spam wasn’t entirely off-brand for Earthlink in, say, 2002 — although they were never a Panix or Pair.com (or even a Netcom), a decade ago Earthlink still had at least a whiff of popular-tech credibility about them.
But come on. Predictive spam filtering, at a whole-system scale, works much better now than it did in 2000. It’s based on Bayesian filters, vast collaborative databases of spam rankings, much better whitelisting and blacklisting at the domain level, and I don’t know what else — that in fact is my point. I’m pretty broadly technically knowledgeable about the Internet, and curious, and I neither know nor particularly care exactly how spam filtering works anymore. I just know that it does. I do see spam in my Gmail inbox, but not much, and it’s exceedingly rare that the spam filter is too strict.
I suppose people have a right to use a whitelist as their first line of defense, just as people have a right to keep rifles by the front door and to make a big deal about not picking up the phone when the caller ID is blocked. But having that sort of siege mentality is a pretty good indicator that a person and I probably will not be the best of friends.
Certainly if I try to reach anyone by email who makes any sort of pretense of being publicly available, and the first thing I get back is a set of tasks I have to complete before they may or may not see my message, I just throw the whole exchange in the garbage and give up on them, with prejudice.
And if someone emails me and I email them back, and then I get a spam challenge — well, that’s just pitiful. I understand how it happens (like most Internet grownups, I have a bunch of identities, and the Internet doesn’t necessarily know they all belong to me) …but come on, that seems to be the very kind of unfortunate customer experience with your product that you should aggressively plan for and mitigate against.



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Rich Mintz blogs on online fundraising and social media, American history and culture, bicycling and urbanism, food, technology, and other topics. Professionally, he's an expert in fundraising, constituency development, and social media for nonprofits, cultural organizations, cause-related marketers, and corporations. He is based in New York, where he serves as Vice President, Strategy, for 