Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 
Ken Magill

The Whole Magilla

By Ken Magill

About Ken

If there’s one word that most aptly describes Ken Magill’s coverage of online marketing, it’s fearless. For more than a decade, Magill has built a reputation for calling it like he sees it no matter who may get offended. Some marketers read his column just to make sure they’re not in it. In a trade-publishing market populated mostly by vendor representatives who must watch what they say, Magill stands out as the one guy who says what he thinks. Moreover, he often writes what others are thinking, but are afraid to say. He can even be very funny.

Having been a direct marketer, and having covered online marketing since 1997 for DM News, Direct, Chief Marketer and Multichannel Merchant magazines, Magill offers a unique, informed perspective on the evolution of digital selling. He was also founding editor of trade weekly iMarketing News and Magilla Marketing, a newsletter dedicated to e-mail.

He is currently founding editor of the recently launched trade weekly email newsletter The Magill Report.

 

The Power Punch

Carolyn Goodman
Today’s B-to-B Marketing: It’s a Lot Like Shark Tank
Jan 30, 2015

As a marketer, I understand the challenge of reaching business decision makers like me in a fresh and meaningful way,...



Here's What Counts

Chuck McLeester
How Big Is Your Halo? 3 Ways to Measure the Branding Effect of Your Direct Promotions
Jan 29, 2015

Direct marketers take pride in accountability. But as I've said before, they can be their own worst enemies when it...



The Integrated Email

Cyndie Shaffstall
The Problem With A/B Testing
Jan 26, 2015

This week we set up an elaborate A/B test on subject lines. I liked "How 1.75 Billion Mobile Users See...



Making Social Sell

Jeff Molander
Making LinkedIn Sales Navigator Work for You
Jan 23, 2015

LinkedIn Sales Navigator can be great investment. But recovering the money you invest means having an effective, repeatable way to...



Direct Mail for the Modern Marketer

Summer Gould
5 Tips for Effective Multichannel Campaigns
Jan 22, 2015

Your audience is in more than one place—you need to be too. Multichannel marketing means reaching your audience across more...



Reinventing Direct

Gary Hennerberg
5 Positioning Ideas When Leading With Price
Jan 21, 2015

What works best? Selling product benefits, then revealing the price? Or revealing the price, followed by selling benefits? There are...



Brand Matters

Andrea Syverson
Redefining the Art of Minding Your Ps and Qs
Jan 20, 2015

You know hospitality when you feel it, or as officially defined by dictionary.com it's "the quality or disposition of receiving...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
How to Be a Good Data Scientist
Jan 15, 2015

I guess no one wants to be a plain "Analyst" anymore; now "Data Scientist" is the title of the day....



Marketing Sustainably

Chet Dalzell
Golden Nuggets: Advertising’s ‘Data’ Wave Has Arrived
Jan 19, 2015

When I look at the world of advertising, by way of my career path through the Direct Marketing Association and...



Mobile-First Marketing

Greg Hoy
5 Mobile Marketing Trends You Can't Ignore in 2015
Jan 14, 2015

I don't have to tell you that we are living in a mobile-first world that continues to drive brands to...



IMM-Possible ROI

Stephanie Miller
3 IMM Trends to Watch in 2015
Jan 13, 2015

Happy New Year! As we look ahead this year with confidence in our ability to reach those aggressive goals and...



Ruthless B-to-B Marketing

Ruth P.  Stevens
Exciting New Tools for B-to-B Prospecting
Jan 12, 2015

Finding new customers is a lot easier these days, what with innovative, digitally based ways to capture and collect data....



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Setting SEO Strategies and Priorities for 2015
Jan 6, 2015

As you turn the calendar to 2015, it is time once again to revisit the SEO successes or unmet challenges...



The Data Athlete

Mike Ferranti
Data Athletes in Modern Organizations
Dec 16, 2014

Let's look at the ideas, insights and strategies for becoming what I have termed a "Data Athlete." This term has...



Muscle Marketing

Wendy Montes de Oca
Converting Your Social Media Triple-Fs: Friends, Followers and Fans
Dec 16, 2014

I've heard many gurus, marketers and publishers brag about their social media followers. They'll say things like, "Isn't it great...



Marketing Nuggets

Michael Lowenstein
Marketing Success Is (Almost) All About the Data: Optimizing Customer Loyalty Behavior Initiatives
Oct 7, 2014

Much of what I've learned over the years about sales, marketing and customer service has to do with the critical...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



DMARC: Another Step in the Fight Against Email Phishing

 
Is there any topic more certain to make a marketer's eyes glaze over with boredom than email authentication?

Don't answer. That was rhetorical.

However, there was an email-authentication-related development earlier this week that marketers who use email should take note of. It may begin to tip the scales in the battle against phishing—fraudulent email pretending to be from a well known brand in order to get users' account information—in favor of the good guys.

A group of 15 of the Internet's most well-known brands have unveiled a plan aimed at shoring up some of the shortcomings that have plagued the implementation and use of email authentication: Dubbed Domain-based Message Authentication, Reporting and Conformance, or DMARC (dee-mark).

The scheme is an extension of authentication, where senders publish certain information, such as which IP addresses are authorized to send messages on their brand's behalf, so the ISPs can more readily identify email coming from those brands.

However, though authentication helps identify authorized senders, ISPs have apparently struggled with what to do with unauthenticated messages. The reason: Just because they're not authenticated doesn't necessarily mean they're fraudulent.

For one thing, email authentication has not reached 100 percent adoption. Moreover, many emailers who have implemented email authentication have reportedly not authenticated all of their outbound messaging.

For example, a company's marketing messages might be authenticated while its customer service or transactional messages are not.

And in instances where companies have authenticated all of their email, there is still the difficulty of informing all the various ISPs that the authentication process for a particular brand is complete.

Most companies don't have the relationships with ISP abuse desk employees that would be necessary for them to communicate that any unauthenticated email purporting to come from their brand is probably phony.

DMARC allows email senders to automatically tell email inbox providers when all of their servers are authenticated.

As a result, when unauthenticated email arrives at an ISP purporting to be from a company that has published a DMARC record, the ISPs can more readily identify it as phony and take appropriate action.

The DMARC specification also allows the sender to instruct the ISPs what they would like done with phony messages pretending to be from their brands, such as quarantine or block them.

"The gap that has always existed between authentication and having ISPs enforce policy has always been that the ISPs didn't necessarily know whether a big-brand dot-com was authenticating all of their email," said Sam Masiello, general manager, anti-phishing services, for email deliverability and security firm Return Path, one of the companies involved in drafting DMARC.

"They may see some authenticated email coming in," he added. "But what they don't know is whether all of the email from big-brand dot-com is authenticated. DMARC allows us to close the loop between the brand and the ISPs."

He added: "Now the big-brand dot-com can say: 'I know I'm authenticating all of my email and I want the ISPs to enforce a specific policy on email that is not authenticated."

The DMARC specification also allows senders to get unauthenticated email purporting to be from them forwarded to them.

"The brand gets visibility into what's authenticating and what's not," said Masiello. "As a result, the brand can see if the email that is not authenticating properly is an actual phishing attack or possibly a third-party vendor they're working with that is not [authenticating] properly."

Besides Return Path, organizations involved in developing the DMARC specification include leading email providers AOL, Gmail, Hotmail and Yahoo! Mail, some of the most highly phished brands including Bank of America, Fidelity Investments, PayPal, American Greetings, Facebook and LinkedIn, and email security concerns Agari, Cloudmark and Trusted Domain Project.

Sections:

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: