Honest Marketers Spammers Chose to Impersonate in Q3
What can marketers do about any of this?
1. Warn Customers About Big Attacks. That's what E-ZPass customers were hearing about, according to a July 9 article in The Washington Post.
"Transportation agencies that administer E-ZPass accounts are warning their customers to beware of an email scam that begins with a claim they haven't paid their bills," the article reads.
2. Get Email Authentication in Order, because it's mandatory, writes Derek Harding of J-Labs for ClickZ on May 7.
"If you're sending out your messaging using a 'From' address at a major ISP (especially Yahoo or AOL), you need to stop," he writes. "You're spoofing those addresses and your email is increasingly going to get bounced. The same applies if you're using any system that purports to send on behalf of someone else, such as many forward-to-a-friend and sharing systems."
Many ISPs are switching to DMARC, which Harding says means non-authenticated email will be bounced or bulked—at the very least. "Last year, 91.4 percent of non-spam email sent to Gmail was authenticated," he writes.
3. It's a Good Time to Consider What the 'From' Line Says About the Brand. Jonathan Rick of the Jonathan Rick Group provides some interesting examples in a February 2013 piece in Fast Company.
" 'david at davidallgroup.com.' ... sends two messages: (1) 'I work for myself,' and (2) 'You're talking to the boss,' " writes Rick. Another example is, "steph at creative3.com." Rick says her email address "lets people know, 'I work for a casual small business.' "
Finally, he provides a self-selecting example.
"My friends at Chief, a branding agency, send emails from @mybigchief.com," he writes. "This choice is exactly right. If you pop in to Chief's headquarters, you won't find the Chieftains wearing suits; this is a place where they write on the walls and hold meetings on couches. So while @mybigchief.com may not reel in a stodgy client, it's the perfect way to bait the brands Chief wants to work with."