Six Stats that Prove Marketers Need to Fight Phishing

Posted by Guy Hanson 

Email is the best marketing channel out there. It drives more leads, conversions, and revenue for the business than any other distribution channel.

66 percent of consumers make a purchase directly after receiving an email marketing message and 72 percent of customers rate email as the most preferred method of communication.

Unfortunately, the most valuable marketing channel is also the least secure. In the first quarter of 2016, the Anti-Phishing Working Group (APWG) observed more phishing attacks than at any other time in history.

What does phishing have to do with marketing? Everything. Here are six stats that reveal why marketers need to fight email fraud.

  1. Nearly 50% of recipients open phishing emails and click on malicious links within the first hour. (Source: Verizon)
  2. Customers are 42% less likely to interact with your brand after being phished. (Source: Cloudmark)
  3. 70% of consumers can correctly identify retailers that have suffered an attack. (Source: Stax)
  4. 15% said they stopped shopping at retailers who suffered a breach all together. (Source: Stax)
  5. 60% of your customers will think about moving after a breach and 30 percent actually do. (Source: Aviva CISO)
  6. The average large company spends $3.7 million per year on phishing. (Source: Ponemon)

Protecting the email channel will not only help defend your customers and brand reputation, but it will also help protect the performance of your legitimate email campaigns.

Major mailbox providers have started flagging—and in some cases rejecting—unauthenticated emails. Marketers who continue to ignore email security put the ROI of their email programs at serious risk. As guardians of the brand, and owners of the email channel, the time has come for marketers to step up.

Ready to do it? Join me and my colleague, Rob Holmes, for our webinar on June 28, sponsored by the Email Experience Council and the DMA:Marketing’s Hidden Phishing Tax: The Cost of Doing Nothing About Email Fraud.

During the presentation, we’ll discuss:

  • The nature of email fraud today
  • The cost of consumer phishing for marketers
  • Best practices for fighting back

Register here. Hope to see you there!


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About Guy Hanson

Guy is a passionate advocate for intelligent use of customer data to drive responsive email programs. With a knowledge base spanning the best part of two decades, he is globally recognized as an email expert and thought leader. Most recently at Return Path, Guy led a global consulting team, and worked with a broad range of world-famous clients across 5 continents to improve their email delivery, subscriber engagement and revenue. Now blazing a new trail as an independent consultant, Guy is continuing to explore his passion for email and data – and sharing his knowledge – through appearances at flagship events, providing training, and regular fresh new thought leadership Outside of work, Guy has had long-term involvement with both the DMA and IAB email councils, been a regular contributor to the industry press, and is a 3-time finalist as data storyteller of the year!

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