Trust the Expert Email Service Providers

Email marketing is one of the most effective tools to reach mass audiences and targeted ones, depending on the message. The power lies in the fact that you are connecting with people in a place they visit often…their inbox.

Quality content is essential for successful email marketing. Providing prospects with content they deem valuable, such as a special offer based on past buying habits, can keep you connected with customers for many years.

One of the challenges of email marketing is the media overload from recipients receiving too many email offers. No one is truly interested in having more unwelcome mail in their inbox. Advertisers and Publishers must be conscious of this fact and rely on the professionals, to assist with their email marketing efforts.

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One of the major problems with email marketing is phishing emails. These are emails that try to trick the recipient into thinking they come from a legitimate source. We have all received them. The email attempts to get your password, account info, etc.

Google, Yahoo, Microsoft, AOL, and additional companies created DMARC (Domain-based Message Authentication, Reporting and Conformance) to promote a standard set of technologies that lead to more secure email and reduce phishing.

Even though email will continue to evolve as a way to enhance your overall marketing strategy, phishing spells big trouble for email marketers.

Hundreds of emails get flagged as SPAM going into Junk mail folders, but more and more official looking emails claiming to be from Facebook, LinkedIn, UPS, FedEx, and many more reputable companies, are arriving in our mailboxes. The problem is many are fraudulent and are attempts to gain access to our computers or obtain personal information.

Clicking the links in these emails can spell disaster and providing any personal information can lead to identity theft. Since our inboxes are increasingly flooded with SPAM and Phishing scams, how long do you think it will take before users go with completely private, “permission based” email communications, preventing ALL emails from unapproved senders? Expert email service providers already require opt-in and double opt-in permission based email sending, but the law breakers and scammers are difficult to stop.

Email phishing attacks are destructive for everyone, it is not just the brands (and their customers) who fall victim to these scams; it is the entire email community who feel the effects. Phishing can ruin email marketing as we now know it except as a very specialized and selective B2B marketing tactic.

So, how do you protect yourself, your employees, your email servers, and your networks from phishing? Education and training are the first line of defense. Remember, the phishing scam might appear as any normal email from a trusted source. These can include — your bank or financial institution; from a friend or someone in your address book; a company where you shop; a social networking site; they may include official looking logos and trick you with personal information; etc. Most likely, phishing email messages will direct you to a fictitious website (that looks like the real thing) using masked links.

The current solutions to overcome phishing filters are not very complicated and can be easily implemented into your next campaigns.

Follow Email Marketing Best Practices: Phishing messages often have poor grammar, misspellings and weak HTML coding. By following best practices for email response and deliverability, not only will you increase the chance your messages will reach the inbox, but your customers will be able to differentiate between your messages and those of a scam email.

Overcoming the Filters: Filters are set to search out and compare apples to apples or in the case of phishing, they search out the prefix to confirm it is a URL, and then further compare URL to URL. If both URLs are different, your email may be flagged as phishing. So the solution is to simply omit the prefix (http:// or www. or both http://www.) on the URL link spelled out in the text of your email, or use linkable text phrases like (“click here”, “more info”, etc.).

Consistency: Be consistent with the look and feel of your email programs. Once you land a prospect, subsequent email communications should give subscribers tips on recognizing a forgery. You will then want to educate your subscribers on how to identify a legitimate email from you. Highlight any unique features, which will help protect your customers and your brand.

Did You Know? A phishing technique was described in detail in 1987, and (according to its creator) the first recorded use of the term “phishing” was made in 1995. The term is a variant of fishing, and alludes to “baits” used in hopes that the potential victim will “bite” by clicking a malicious link or opening a malicious attachment, in which case their financial information and passwords may then be stolen.

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