Security Is Your Responsibility Too
As agencies, we often receive and have our clients' credentials for all sorts of sites—email automation applications, FTP servers, hosting accounts, social media accounts and more—but do you provide your client with adequate protection, including how you receive it and how you share it internally? I bet not.
Agencies are rarely able to focus on the solitary task of architecting email campaigns; a good multitouch campaign will have social media, press announcements, landing pages, web pages, microsites, shopping cart pages and more. If that is a typical effort, we must gather, store, access, share, update, change and protect our client user names and passwords for:
- Email-automation application
- Press-syndication application
- Host provider
- WordPress administration
- Plug-in administration
- Google Analytics
Some of these are extremely sensitive sites representing great financial exposure to the client. Yet, it's common for clients to email their log in credentials with not so much as a second thought.
We need to invest in education—internally and externally.
I asked a client today for their PayPal credentials so we could configure their payment gateway and requested the user name by email and the password by text to my phone. I received both the user name and password in the same email and the password was—I kid you not—her first name. I wrote back and asked her to log in immediately, change the password to something VERY hard, and resend via TEXT. I explained the financial risk associated with emailing passwords to sites such as this, which has direct access to the company's bank accounts.
She texted me the new password a few minutes later. Her first name followed by 1234. What's worse, it's the same password she was using at all of the company and her personal social media accounts, the company hosting account and the company's main email.
Email marketing is the most effective way to increase sales, improve service, and keep your customers engaged. Email campaigns are best bolstered through an integrated strategy that crosses channels and meets your constituents where they congregate and in the media they prefer. “The Integrated Email” provides best practices and ideas for developing strategies and deploying email campaigns and initiatives while keeping an eye on revenue attributable to marketing.
Cyndie Shaffstall, founder, Spider Trainers, is a successful entrepreneur and prolific author, with many books, dozens of eBooks, and hundreds of articles to her credit. She is the former founder of ThePowerXChange, editor and publisher of X-Ray Magazine, and the current founder and managing member of Spider Trainers, a managed automated email services provider for companies around the world. Connect with Cyndie on LinkedIn, Twitter, Google+, or join her LinkedIn Group, the Marketing Resource Library for daily links to marketing-critical resources.