‘Why should marketers fight email fraud?’ – Experian Marketing Forward
Brian Westnedge says, “It is no secret to digital marketers that email delivers business value. 72 percent of customers rate email as the most preferred method of communication and for every $1 spent, email marketing generates $38 in ROI.
Unfortunately, the most valuable marketing channel is also the least secure. Every day, marketers pay a hidden phishing tax—in lost brand trust, in reduced email performance, and in diminished ROI.
Email fraud costs companies around the world billions, and can destroy brand reputation—customers are 42 percent less likely to interact with a brand after being phished or spoofed.
Traditionally, marketers have relied on the security, IT, and/or operations teams to combat email fraud. In fact, a recent survey by Return Path revealed that the majority of marketers—77 percent—have little to no visibility into the phishing attacks spoofing their brand”.
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