Email security: What marketers need to know

Email is one of the most valuable channels for marketers to communicate with consumers. Sixty-one percent of consumers prefer to receive offers from brands over email, and marketers have responded by optimizing and personalizing email content to deliver the best experiences possible, according to a survey by Adobe (my employer).

It sounds like a perfect relationship. But while email may be the best way for brands to reach consumers, it’s also one of the most common threat vectors for cybercriminals looking to steal sensitive information, such as passwords and credit card data.

In Symantec’s 2017 Internet Security Threat Report, the company found that one in 131 emails contained malware, which was the highest rate in five years. Phishing, cybercriminal, spamming and spoofing all represent serious challenges to email marketers and legitimate threats to their target audience.

While brands themselves can’t stop cybercriminals from attacking, they have an obligation to protect their brand identity and do their best to ensure security for their customers and subscribers. This requires an understanding of email authentication, the benefits of different authentication standards and why they are necessary for protection. Marketers need to be aware of these issues and understand email authentication and deliverability best practices.

Understanding email authentication standards

Three common email authentication standards are currently used in the industry, with some used in tandem.

• Sender Policy Framework is an IP-based authentication solution that allows an owner of a domain to specify which email servers/IPs are authorized to send messages based on that domain.
• DomainKeys Identified Mail (DKIM) is a cryptographic, signature-based form of authentication that allows a sender to take responsibility for the message in a way that can be validated by the receiver.
• And finally, there is Domain-based Message Authentication, Reporting and Conformance, commonly known as DMARC. It is the most recent authentication standard and is quickly being adopted by industries that are frequently targeted by cybercriminals due to their sensitive nature, such as financial services and health care.

The protocol gives domain owners visibility into who is abusing their domain and potentially damaging their brand. It also provides insight into email authentication status and control over how senders’ messages are handled when authentication fails.

While many brands may be perfectly safe using a combination of SPF and DKIM, it is clear that DMARC is the strongest, most secure form of authentication and offers the highest level of protection.

Best practices for marketers

While the risk of email threats is serious and potentially damaging, marketers need not fear. There are a number of guidelines to ensure authentication and deliverability which, combined, help minimize risk and protect consumers. Here are a few tips for marketers on how to ensure email security:

1. Develop an understanding of authentication, and consider which standards are the best fit for your needs. In many cases, DMARC should be considered for additional security, but a combination of SPF and DKIM can be sufficient. These decisions should be part of a companywide approach to security and involve key IT decision-makers.
2. Encourage two-way communication between the email marketing team and internal security experts to develop a deeper understanding of the threats their customers face and how they can play a role in protection.
3. Maintain a strong reputation with ISPs (Internet Service Providers) by controlling content and data and following technical recommendations. ISPs, mailbox providers and spam filters play a critical role in email security and are a valuable partner in the effort to protect consumers.
4. Monitor and track deliverability of your own emails. This is good practice for business reasons as well as security concerns.
5. Develop an emergency plan in case your subscribers become victim to a cybercriminal spoofing your brand. Don’t wait until it happens; get ahead of the situation to ensure brand reputation and sensitive data are protected.

By adopting appropriate email authentication standards and following deliverability best practices, marketers can help ensure the safety of their consumers and maintain a thriving email marketing practice.

by Alyssa Nahatis in martechtoday.com

PlayStation’s Strategy For PSVR In 2018: Getting Consumers To Try It

PlayStation VR (PSVR) cornered the console virtual reality market when it launched last September, selling over 745,000 headsets in its first quarter and 1.3 million as of October 1, according to SuperData.

Mary Yee, vice president of marketing for PlayStation told AListDaily that they’re just getting started.

“Overall, I feel like we’re just at the beginning,” said Yee. “We’ve had a phenomenal start in the first year. We expect it to continue with the amount of content that’s coming to the platform and how we’re marketing. We’re continuing to get excitement and support from gamers about the products and I think the future looks bright. It is something that we are very invested in for PlayStation.”

PlayStation launched a new PSVR campaign called “Feel Them All.” The campaign’s videos employ imagery like a beating heart, goosebumps and a dilating iris to illustrate “feeling” a video game rather than just playing it.

“We’re thinking about how we distinctly talk about the VR experiences,” said Yee. “This new campaign really focuses on sensory experiences and transporting you in a different way than a non-VR game does.”

According to Yee, PSVR currently has over 100 games. Between now and 2018, the company plans to release more than 60.

Allowing consumers to try PSVR before they buy is a major part of PlayStation’s marketing strategy, said Yee. Demos will be available at GameStop and Best Buy locations, in addition to trade shows and fan events like PlayStation Experience (PSX) in December.

“[PlayStation] is investing in demos knowing those types of experiences will change someone’s perspective, not only of VR, but of the industry and the innovation that’s coming. We want to get as many consumers to try the product as possible so they really understand this new technology. Getting more interested gamers exposed to it would not only be good for us, but for the industry.

“Accessibility of the product is important. With any new technology as big as this, you really have to try it to see how transformative it is,” said Yee. “We’re really making it a 360 approach to talk about VR, how consumers experience it and—the really important thing—the number of games coming to the platform.”

In addition to the “Feel Them All Campaign,” the November 17 release of The Elder Scrolls V: Skyrim VR will be a big push for the brand into the holidays.

“Another thing we did in year two is add the camera to our bundle, so it really increases the value of our entry-level bundle, lowering the price entry for someone who has a PS4 but doesn’t have a camera yet and is interested in VR. We want as many people to try it and feel like they’re part of it because it is the first of its kind,” said Yee. “You really have to try it and experience it. I think the future looks bright for us and for what I know is coming for the year.”

in alistdaily.com by H.B. Duran