Return Path’s Weekly Roundup

Posted by Tom Sather 








Josh Bernoff discusses a need for a new movement in the email world called Begone. Nevermind the fact that this idea has been around since the early days of email marketing. Back in the day, if subscribers wanted off a mailing list, or even an email marketing list, they replied with “unsub” or “unsubscribe” to get removed. In the case of the ESP I worked at, we would even remove those who replied with “take me off your @#&* list!” Point taken. Even if Bernoff’s idea isn’t new, it is a good time to remind marketers to always have a working reply-to. didn’t cut it in 1995 and it doesn’t cut it today. If you’re worried about spam hitting that address, put it behind a spam filter. Marketers should also look for keywords when unsubscribing people like “remove me” and other words that would require my mom to wash their mouths out soap.

You can read Bernoff’s original article here

One of the more popular questions we get fielded in the Professional Services group at Return Path is “Can you help my prospect or clients select their ESP or MTA?” We tend to be vendor neutral since most ESPs are partners of Return Path, and we love them all so much that we’d probably recommend that they use them all! It’s a good thing then that there are other third parties out there that are less biased than us. EmailExpert has their first post in a series about selecting an ESP selector tool. They list three vendors that help others select an ESP that meets their needs: The Mayfield Report, The eConsultancy Report, and RedPillEmail. Most of them are UK and EU-centric with the exception of John Caldwell’s RedPillEmail who handles North America on top of Europe. If anyone has other ESP selector vendors out there, please share.

You can read the original post at EmailExpert here.

There’s no money back if your account is drained by malware. “Unlike consumer accounts that are subject to Federal Reserve Regulations E which require banks to provide reimbursement for certain losses, business accounts are not covered by this statute and therefore not assured repayment for certain losses. So don’t bank on getting your money back,” says Paul Paget from Savant Protection. Paget also states that cybercriminals are no longer just focusing their phishing attacks on big financial businesses but, small and medium-sized businesses. Agent also lists out 6 things a business can do to protect them from a phishing attack.

1. Protect and lock down all your computers, especially if they have access to financial information.
2. Educate yourself on your bank’s fraud process before you’re a victim.
3. Don’t rely on reactive methods like spam filtering and feedback from your customers. By that time, it’s too late to protect yourself from the phishing attack.
4. Implement proactive technologies to stop your brand from being phished, and to stop phishing messages from reaching your network. A good example of a proactive approach is Return Path’s anti-phishing solution, Domain Assurance.
6. Paget also recommends insisting that your endpoint protection vendor help deal with the issue.

Phishing is a double sided problem that not only affects those that feel victims of the attack, but affects the brands that were being spoofed through loss of trust in their email communications and reduces the chances that your subscribers transact with you in the future. You can protect yourself by authenticating and registering your authenticated domains with a third party registry like Domain Assurance.

You can read the full article on phishing and malware here.

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About Tom Sather

Email data and deliverability expert Tom Sather has worked with top-tier brands to diagnose and solve inbox placement and sender reputation issues as a strategic consultant with Return Path. As the company’s senior director of research, Tom is a frequent speaker and writer on email marketing trends and technology. His most recent analysis of new inbox applications’ effects on consumer behavior was widely cited across leading business media outlets including the Financial Times, Ad Age, and Media Post.

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