In-Calendar "Marketing" - The New Spam Goodness?
Back in May of this year we blogged about the increased use of Calendar Spam - unsolicited calendar invites being sent by spammers to deliver content to your inbox. These are particularly annoying for several reasons:
-- Some phones (like the iPhone) will automatically wake up when you receive a new calendar invite and display the details of the invite on screen
-- The default behavior of the most commonly used calendar applications is to automatically display events that you have been invited to on your calendar regardless of whether you have accepted the invitation or not, and in many cases will even block out the reserved time on your calendar as "Tentative"
-- If you ignore the invite and it was sent with a reminder attached to it, the message will notify you again shortly before the proposed meeting is scheduled to take place
-- If you decline the invite, you have essentially validated your email address to whoever is the recipient of the notification that you refused the meeting
Earlier this week myself, my boss, and our CTO received an unsolicited calendar invite from the folks over at Nimsoft (sorry, you spammed so you get called out in public) alleging that they have made several unsuccessful attempts to contact us via telephone (they never called me!) and want to setup a demo of their new monitoring solution. That same day my boss received an email advertising this concept of In-Calendar "Marketing" (ironic that they sent a spam email to advertise their calendar "Marketing", no? :) ):

So, In-Calendar "Marketing" is essentially riding on the coattails of tactics spammers use to attempt to increase deliverability into the inbox. Their primary intent is to attempt to circumvent spam filters because they know they aren't sending legitimate or wanted content.
It's a clever tactic because it increases the stickiness of the message as well. If you get a Viagra email in your inbox and you delete it, no harm and no foul. With calendar spams, the time may get reserved on your calendar and appear to others as if you are scheduled for a meeting thus reducing your own productivity as well as remind you of the unwanted invitation before the demo/sales call/whatever was scheduled to begin.
I can certainly understand why these marketers (a term I am using very loosely in this case) are doing whatever they can to increase their own deliverability rates, especially in tough economic times, but instead of resorting to tactics that are clearly being used as a copycat spammer tactic maybe they should try following published best practices instead. A novel concept....
Categories:
Spam
Calendar Spam
