How are spammers getting content for their spam emails?

Summary

Spammers employ diverse tactics to acquire content for spam, ranging from technical exploits to social engineering. They scrape websites, social media, and newsletters using bots and web crawlers. They steal data through breaches, phishing, malware, and compromised accounts, gaining access to email lists, personal information, and email content. They also exploit vulnerabilities in APIs and use methods like BCC manipulation, session hijacking, and cross-site scripting. Address harvesting and recycling old content from legitimate campaigns are also common. This stolen or scraped content is then used to personalize spam, mimic legitimate communications, and bypass spam filters.

Key findings

  • Content Scraping: Automated tools scrape websites, social media, and newsletters.
  • Data Breaches and Compromise: Breaches, phishing, malware, and account compromise provide access to sensitive data.
  • Technical Exploits: Spammers exploit API vulnerabilities, BCC functionality, and other technical weaknesses.
  • Address Harvesting: Email addresses are harvested from various online sources.
  • Content Recycling: Legitimate marketing content is repurposed for spam campaigns.

Key considerations

  • Content Protection: Implement measures to prevent content scraping on websites and social media.
  • Data Security: Strengthen data security to prevent breaches and protect user information.
  • Account Security: Promote strong passwords, two-factor authentication, and awareness of phishing scams.
  • API Security: Secure APIs and implement robust input validation.
  • Email Security: Monitor email headers for BCC manipulation and unusual patterns.
  • Privacy settings: Review and adjust social media privacy settings to limit the amount of personal information publicly available.

What email marketers say
9Marketer opinions

Spammers employ various methods to obtain content for their spam emails, including scraping websites and social media, purchasing outdated email lists, exploiting data breaches, and recycling content from legitimate email marketing campaigns. They also use techniques like hidden images, tracking pixels, and web crawlers to gather information and tailor their spam messages.

Key opinions

  • Content Scraping: Spammers actively scrape content from websites, social media platforms, and legitimate email marketing campaigns using automated bots and web crawlers.
  • Data Breaches & Lists: Spammers exploit data breaches and purchase old email lists to acquire email addresses and associated information for spam campaigns.
  • Newsletter Infiltration: Spammers use bots to sign up for newsletters and promotional emails, then scrape the content for use in their spam.
  • Hidden Tactics: Spammers use hidden images and tracking pixels to identify active email addresses and scrape content from rendered emails.

Key considerations

  • Content Protection: Businesses should implement measures to protect their website content from being scraped by bots and web crawlers.
  • Data Security: Organizations must prioritize data security to prevent data breaches and protect customer information from being exploited by spammers.
  • Email Monitoring: Email marketers should monitor their campaigns for signs of content being reused in spam emails.
  • List Hygiene: Regularly clean and update email lists to remove inactive or compromised addresses and avoid falling victim to spammers.
Marketer view

Email marketer from Warrior Forum explains that spammers utilize web crawlers to index and copy content from websites, which is then repurposed and used in spam emails.

March 2023 - Warrior Forum
Marketer view

Email marketer from Reddit explains that spammers often recycle old content from legitimate email marketing campaigns by scraping the content and resending it.

December 2023 - Reddit
Marketer view

Email marketer from Quora shares that spammers sign up for various newsletters and promotional emails using bots, then scrape the content from those emails and incorporate it into their spam campaigns.

June 2021 - Quora
Marketer view

Email marketer from Neil Patel Blog explains that spammers often scrape content from websites using automated bots to gather text and images, which they then repurpose for their spam campaigns.

June 2022 - Neil Patel Blog
Marketer view

Email marketer from Email Vendor Selection shares that spammers obtain content from data breaches where email lists and associated information are stolen, and then used to personalize spam emails or mimic legitimate communications.

December 2023 - Email Vendor Selection
Marketer view

Email marketer from Email Geeks shares that spammers are grabbing content from somewhere else, potentially from legitimate mailing lists or web-hosted versions of newsletters.

August 2021 - Email Geeks
Marketer view

Email marketer from Email on Acid explains that spammers employ hidden images or tracking pixels in emails to identify active email addresses and subsequently scrape any visible content from the rendered email.

May 2021 - Email on Acid
Marketer view

Email marketer from Mailjet explains that spammers obtain content by purchasing or acquiring old, outdated email lists that may contain compromised accounts or harvested email addresses, which they use to distribute spam.

August 2021 - Mailjet
Marketer view

Email marketer from Litmus shares that spammers use data gathered from social media to tailor content or directly extract information for email spam.

June 2021 - Litmus

What the experts say
4Expert opinions

Spammers employ various techniques to obtain content for their malicious emails. These include exploiting BCC functionality, scraping social media profiles for personal data, and compromising legitimate email accounts through phishing, malware, or data breaches. They then use this stolen or scraped content to craft targeted spam messages, often mimicking legitimate communications or personalizing the spam to increase its effectiveness.

Key opinions

  • BCC Exploitation: Spammers abuse the BCC functionality to send mass emails while using deceptive To: headers.
  • Social Media Scraping: Spammers scrape social media for names, interests, and photos to personalize spam.
  • Account Compromise: Phishing, malware, and data breaches allow spammers access to legitimate email accounts, enabling content theft.
  • Content Personalization: Spammers personalize messages to bypass spam filters and increase recipient deception.

Key considerations

  • Email Header Analysis: Carefully examine email headers to identify potential BCC exploitation or forged sender information.
  • Privacy Settings: Review and adjust social media privacy settings to limit the amount of personal information publicly available.
  • Security Awareness: Educate users about phishing scams and the importance of strong passwords and security software to prevent account compromise.
  • Data Breach Monitoring: Stay informed about data breaches and take necessary precautions if your accounts are affected.
Expert view

Expert from Email Geeks explains that spammers use BCC functionality by connecting to systems and putting addresses in the RCPT TO during the transaction, but use a random address in the To: header when sending DATA.

September 2024 - Email Geeks
Expert view

Expert from Spam Resource shares that spammers gain access to legitimate email accounts through phishing scams, malware, or data breaches. Once inside, they can extract content from past emails, contact lists, and documents to craft personalized spam messages that are more likely to bypass spam filters and deceive recipients.

December 2021 - Spam Resource
Expert view

Expert from Email Geeks shares that some spamware pulls batches of email addresses and sends spam to all of them (Bcc / RCPT TO) and uses just the first one in the To: header, or sometimes the From:, so you get spam that’s “to” someone with an email address with a local part close to yours.

March 2025 - Email Geeks
Expert view

Expert from Word to the Wise explains that spammers can scrape content from social media profiles and other public platforms. They use automated tools to collect data like names, interests, and photos, which they then incorporate into targeted spam messages to increase their relevance and effectiveness.

February 2022 - Word to the Wise

What the documentation says
5Technical articles

Spammers employ a range of technical methods to acquire content for spam campaigns. They utilize botnets to infiltrate networks and steal proprietary content, leverage phishing to obtain user credentials and access accounts, and employ address harvesting techniques to gather email addresses. Additionally, spammers exploit API vulnerabilities and use methods such as session hijacking and cross-site scripting (XSS) to compromise user accounts and extract content from online services.

Key findings

  • Botnet Infiltration: Spammers use botnets to infiltrate networks and steal content.
  • Phishing Attacks: Phishing is used to steal credentials, allowing access to accounts and content.
  • Address Harvesting: Automated programs scan the web for email addresses to target.
  • API Exploitation: API vulnerabilities are exploited to access and extract content.
  • Account Compromise: Session hijacking and XSS are used to compromise user accounts.

Key considerations

  • Botnet Mitigation: Implement botnet detection and mitigation strategies to protect networks.
  • Phishing Awareness: Educate users about phishing techniques and how to identify suspicious emails.
  • Address Obfuscation: Implement measures to obfuscate email addresses on websites and online sources.
  • API Security: Secure APIs to prevent unauthorized access and data extraction.
  • Session Management: Implement robust session management and input validation techniques to prevent session hijacking and XSS attacks.
Technical article

Documentation from Spamhaus answers that spammers leverage botnets (networks of compromised computers) to send spam, and that these botnets can also be used to infiltrate networks and steal proprietary content for spam campaigns.

May 2023 - Spamhaus
Technical article

Documentation from IETF shares that spammers employ address harvesting techniques, which involve using automated programs to scan web pages and other online sources for email addresses, which are then used to send spam.

November 2024 - IETF
Technical article

Documentation from Cloudflare responds that spammers can exploit API vulnerabilities and abuse unprotected APIs to access and extract content from various online services, which they then use in their spam campaigns.

November 2023 - Cloudflare
Technical article

Documentation from OWASP shares that spammers compromise user accounts through techniques like session hijacking or cross-site scripting (XSS), enabling them to access and steal content for spam emails.

January 2024 - OWASP
Technical article

Documentation from Microsoft explains that spammers use phishing techniques to trick users into providing login credentials or sensitive information, which can then be used to access accounts and steal content for spamming purposes.

February 2025 - Microsoft

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