Various embodiments of the invention provide solutions (including inter alia, systems, methods and software) for dealing with online fraud. In particular, various embodiments of the invention provide ways to incite unsolicited email messages (such as spam messages, phish messages, etc.). In accordance with some embodiments, a bait email address may be planted in a particular location on the Internet. In particular embodiments, the location of the planted email address may be tracked in order to determine which locations are relatively more likely to generate unsolicited email messages. In other embodiments, domains likely to host the bait email addresses receiving unsolicited messages may be obtained. In some cases, unsolicited messages may be analyzed and/or otherwise processed to determine whether the messages are possibly associated with a fraudulent activity. Such analysis may lead to the investigation of one or more web sites and/or to the initiation of a response against a fraudulent activity.