How Your Past Responses Make You a Target for Scammers

Behind the Labels: The Hidden Value of Your Response History

When you enter a sweepstakes, sign up for a webinar, or even respond to a promotional email, that simple action creates data points that marketers and scammers alike find incredibly valuable. In fact, the very act of engaging with an offer can become a signal that you might be interested in another one—especially if it involves money.

As federal court filings reveal, companies like Epsilon Data Management have long used algorithms to identify individuals likely to respond to specific solicitations. They dubbed these people "opportunity seekers," and the labels were more than just marketing jargon—they were roadmaps for fraudsters.

"Opportunity seeker" sounds harmless, but inside Epsilon's data units, it meant someone who had already proven they would respond to certain kinds of offers. For scammers, that was gold.

The DOJ's investigations into Epsilon showed how these labels became a tool for fraud. Their clients included businesses sending deceptive solicitations involving sweepstakes, astrology, auto warranties, dietary supplements, and government grants. These were not just random mailings—they were part of elaborate schemes designed to prey on vulnerable populations.

From Marketing Lists to Scam Playbooks

What's particularly concerning is how this practice didn't end with Epsilon. Other companies followed suit, often entering deferred prosecution agreements or facing criminal charges for similar practices. KBM Group, for example, paid $33.5 million in victim compensation after selling data tied to millions of Americans to clients engaged in fraudulent mass-mailing schemes.

The pattern was clear: if you had responded to one offer, that history could be used to predict and target you with another. Scammers didn't need to waste time trying to guess who might fall for their schemes. They simply purchased lists that already identified people with a proven track record of engagement.

Modern-Day Implications: The Same Playbook Lives On

It's not just the past that matters here. A federal court in 2026 sentenced Troy Murray to over ten years for his role in selling lead lists containing names, addresses, phone numbers, and even ages of older Americans to lottery fraudsters. Over a seven-year period from 2016 to 2023, he sent at least 22,000 lists to scammers—containing information on more than 7 million older individuals.

These weren't just random names. They were people who had already demonstrated interest in offers involving money, lotteries, or business opportunities. In Murray's case, he made over $5.2 million from these sales while his victims lost nearly $9.5 million combined. That kind of financial incentive makes it clear why these lists remain so attractive to fraudsters.

Marketing Lists That Cross the Line

The legal landscape is nuanced here. These kinds of marketing lists are perfectly legitimate and widely used by businesses for advertising purposes. However, some companies still market segments with names like "Prime Opportunity Seekers - Buyers Only!" or "Sweeps Winners Only," focusing on people who've responded to promotional campaigns.

Exact Data and NextMark offer categories such as "Gambling, Lottery, and Sweepstakes Enthusiasts," which are updated regularly. While none of these prove fraud directly, they do illustrate how valuable even small behavioral signals can be in constructing detailed profiles for targeted outreach.

The Psychology of Engagement

For scammers, identifying someone who has previously responded to an offer is like having a head start. They know the potential victim's psychology—what might capture their attention or trigger action. If you've responded once, there's a higher likelihood that you'll respond again.

The FBI reported over 201,000 complaints filed by people over 60 in 2025, with more than $7.7 billion lost to scams. While not every case involves data-based targeting, these DOJ cases highlight a disturbing trend: scammers increasingly rely on predictive models built from consumer behavior to identify and exploit vulnerable individuals.

Protecting Yourself From Targeted Fraud

I've seen how much more difficult it is for victims when they're targeted with precision. So what can you do?

• Search yourself online: Use search engines to find out where your personal details appear on the internet.
• Think twice before entering sweepstakes: Read the fine print to understand whether your data might be shared with third parties.
• Avoid unnecessary information: If a form asks for details unrelated to the promotion, consider skipping it.
• Use a separate email: Create aliases specifically for contests and promotions.
• Never pay to claim prizes: Legitimate offers never require upfront fees or personal financial information.
• Report quickly if targeted: Act fast to contact banks, the FTC, or other authorities if you've been scammed.

You can't control whether someone else has your name on a list. But you can take steps to minimize how much information is available about you and make it harder for fraudsters to identify potential targets.

Why It Matters Beyond Just Scams

These practices raise deeper questions about data privacy and consumer protection. If your past responses are enough to label you as an 'opportunity seeker,' then we're dealing with more than just financial risk—it's a fundamental issue of how personal information shapes digital interactions.

Markets affect people as much as profits, and the real cost here is not just money, but trust, dignity, and peace of mind. As technology evolves, we must stay vigilant to ensure that consumer data isn't weaponized against those who are most vulnerable.