All I want for Christmas: reliable e-mail

Share this content:

The holiday season is in full swing and with it comes a barrage of commercial e-mail, some of it downright dangerous.

I read one subject line: "Best Buy Order Confirmation." It looked real but I didn't order Sony VAIO from Best Buy, as the confirmation described. Hit the delete key, fast!

Another offered special deals at Amazon. Very slick, with a link to a polished Web site that curiously had no information about the offering company: no physical address, no privacy policy. No, thank you!

Consumers have now learned to be vigilant for e-mail fraud. It's great that they're becoming savvy but it's a bad sign for e-mail marketers. It signals an overall loss of trust in e-mail. Understandable.

Consumers have no method of safely identifying good e-mail from bad and most now assume a message is bad until proven otherwise.

Recent surveys indicate that more than 20 percent of U.S. e-mail users categorically won't open any messages coming from financial institutions - a devastating blow to the e-mail medium and to all legitimate brands striving to leverage its power and efficiency.

There is no simple solution. E-mail continues to be a rich target environment for a daunting array of bad actors with too much time, motivation and technical know-how.

Mailbox providers spend millions protecting customer inboxes. Phishing has caused AOL, Microsoft and Google to cripple the functionality of high-volume commercial e-mail. No more images, no more links. Don't even think about Javascript for adding more message functionality.

Has e-mail's evolution as an ever more powerful medium come to an end? The ASCI text is right there on the wall!

Many in the e-mail space believe it's time to take a new approach to the problem with a solution that can both return e-mail's power and effectiveness, and provide consumers with a easy way to identify messages they can trust.

AOL and Yahoo! are implementing a new class of certified e-mail and are relying on premium delivery service that is only available to carefully-accredited, highly-qualified senders. With a certified e-mail service, senders add a cryptographically secure token to each message so receiving mailbox providers can safely identify them. This approach of e-mail certification looks to benefit e-mail users, legitimate senders and mailbox providers.

close

Next Article in Email Marketing

Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences and drive measurable results. PAN services clients out of the firm's four offices: Boston, San Francisco, New York City and Orlando.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above