PARTNER CHANNEL: Partners Become SMBs' Spam-fighting Force

Posted: 9/2003

Partners Become SMBs' Spam-fighting Force
By Russell Morgan

Spam is expensive, irritating and time-consuming. Nobody likes it, everybody with an e-mail address complains about it, and some of the biggest companies in the country are waging a very public war against it.

Right now, many solution providers may be asking how they can tap into the opportunities presented by this phenomenon and where to find their market.

They need look no further than the nearly 8 million small and medium-sized businesses (SMBs) in America, which are underserved and more ready than ever to tackle the problems presented by the proliferation of spam.

In fact, a recent study conducted by Nucleus Research Inc. indicates small companies are inundated with spam, with the average employee receiving at least 13 unwanted e-mail messages daily. The average worker spends 6.5 minutes daily managing spam and the cost to SMBs is almost $1,000 per employee each year.

Research by ITSPA, a nonprofit alliance that helps SMBs adopt new technology and operates through a grant from HP, indicates that SMBs consider fighting spam a top priority. Business owners realize that keeping current with the latest spamfighting techniques is a full-time job and one worth performing given the effect on employee productivity. The challenge lies not in motivating SMBs to take evasive action against unwanted e-mail, but in giving them the tools to fight a winning battle.

Solution providers are in a key position to make this happen  whether as a one-time service or in an ongoing capacity. However, SMBs need to know they can turn to a trusted local adviser to help with this, and other business issues, where technology is a fundamental component of the solution. And because spam-fighting is all about staying one step ahead of the spammers, a solution provider should be able to use any ongoing support they provide in this area to establish a strong relationship with their SMB customer.

The key to helping SMBs involves providing straightforward, simple and inexpensive solutions that provide an identifiable benefit. Take time to understand the infrastructure clients already have in place and help them understand how existing technology, such as antivirus software and mail servers, can be upgraded or used more effectively. Explain solutions that may be new or unfamiliar to the client in nontechnical terms.

Recommend that your clients adopt a spam survival strategy by protecting e-mail addresses through basic workplace policies, such as:

• Avoid responding to spam. By responding to spam or sending a remove request, the recipient confirms receipt and validates his/her e-mail address.
• Avoid posting e-mail addresses on the company Web site (or anywhere else). E-mail addresses on Web sites should be rendered unreadable by posting them as graphic elements, which spammers automatic search engines cant read. Companies that provide a feedback option on their Web sites should use a server-side script and button rather than a link to an e-mail address.
• Use different e-mail addresses for postings on newsgroups. Employees who post on newsgroups will receive spam in return. By using another e-mail address, they avoid receiving spam at their business e-mail addresses.
• Avoid giving out e-mail addresses without knowing how it will be used or disclosed. When asked for an e-mail address, always read the fine print in privacy statements to determine if youre protected.

Explain to clients that spam-fighting measures will eliminate some, but not all, unwanted messages. Let them know spammers continually use new technologies and methods and, to avoid being stopped, even send messages using image or HTML attachments to circumvent content filters.

As the old adage goes, The best defense is a good offense, and now is the time for solution providers to let SMBs know that they are ready and able to help them in their battle against spam.