A Bruner Blog reader writes in offering grains of salt about my recent optimism for new free software products, including Cloudmark’s anti-spam plug-in SpamNet, and the free utility for creating reader comments on blogs and websites from Enetations, which I use on ExecutiveSummary.com. SpamNet, it should be noted, is experiencing a fair bit of bugginess in its beta release.
My reader (who didn’t want the message made public) specifically wondered about Enetation’s business model, which as I mentioned in my prior note about them, is not exactly transparent or well marketed, if there is one at all. (No fee, no ads, no self-promo. Just plain free. Sound too good to be true? It’s not 1999 anymore, after all.)
The reader speculates that they could just be farming email addresses for resale. On the face of it, that’s true. When you sign up to use the service as a web logger, they ask for your email address, but they never mention what their purpose is in acquiring that address. Also, when someone uses the utility to post a comment on my blog, by default the form asks for their email address. (I believe I had the option to edit the form and perhaps turn that off when I set it up, but I’m not sure and can’t be bothered to go back and check.) Does that email address get stored on their servers? I’m not sure. Either way, there appears to be no explanation about privacy policies or how they treat email addresses in the FAQ or their About Us pages.
Furthermore, the About Us page gives no real explanation of the mission of the “business” (if it is, indeed, even a business), how it intends to make money, what happens to all my comment records if they go bust, or even biographies of the founders. It only offers their email addresses.
My own assumption has been that these are a couple of well-meaning techies who coded this elegent little utility and made it freely available to the world just for their love of the blog world and their programming creativity, and that how to make money or issues concerning privacy just haven’t really occurred to them yet because they’re too good and pure for that. And their British modesty makes them think no one would be interested in their biographies anyway.
Describing it like that makes me sound like quite a sap. But I think I’m right. In part because I wrote them email earlier with a minor bug report, and they both answered me personally. I know this thing’s gotten a lot of publicity inside the blog world, so they’re doutbless getting tons of mail. If they were just running an elaborate scam to farm email address, I can’t see them delivering such good customer service.
But the reader’s question is a good one that deserves a response, and an update of the site w/ a privacy policy at minimum. As readers should know, I am not just an armchair Internet media pundit: it’s how I make my living. I’ve done a lot of research in the email marketing space, and I can assure you that theirs are not best practices in terms of handling sacred email addresses online. But I am willing to bet they’re just naive, not nefarious. I’ll update with a response if I get one. (I’m not holding my breath for a consulting gig on this one.)