It is no secret to digital marketers that email delivers business value. 72 percent of customers rate email as the most preferred method of communication and for every $1 spent, email marketing generates $38 in ROI.
Unfortunately, the most valuable marketing channel is also the least secure. Every day, marketers pay a hidden phishing tax—in lost brand trust, in reduced email performance, and in diminished ROI.
Email fraud costs companies around the world billions, and can destroy brand reputation—customers are 42 percent less likely to interact with a brand after being phished or spoofed.
Traditionally, marketers have relied on the security, IT, and/or operations teams to combat email fraud. In fact, a recent survey by Return Path revealed that the majority of marketers—77 percent—have little to no visibility into the phishing attacks spoofing their brand.
But as major mailbox providers start flagging—and in some cases rejecting—unauthenticated emails, marketers who continue to ignore email security put their legitimate programs at serious risk. As guardians of the brand, and owners of the email channel, the time has come for marketers to step up.
That’s why I’m excited to share best email security practices with Spencer Kollas, VP of Global Deliverability at Experian Marketing Services, Tuesday, May 24 at 1PM ET for our webinar “Why Marketers Should Fight Email Fraud.”
We’ll discuss:
- What email fraud is and why it matters for marketers
- How to get visibility into who is emailing on your brand’s behalf and whether or not legitimate mail streams are authenticating correctly
- Best practices for working with security and IT teams to protect your customers, your brand, and your email marketing ROI from email fraud
Register here for the webinar to explore this topic in depth with and Spencer and me on May 24.