What a whirlwind these past few weeks have been. Email service providers (ESPs) being breached left and right, brands panicking and sending out notice that their customers' email addresses were "breached" (no, the end-user email addresses were leaked, not breached), people pointing fingers at each other about broken process, etc. saying it is their fault.
But what is the real issue here? Is it that ESPs screwed up? Is it that brands haven't done enough security checks on their third-party providers? Senders aren't using enough email authentication technologies? I say no. The issues don't lie with the vendors nor do they with not following bulk sending common best practices when it comes to email-like branding in the "from" or proper subject lines. The issue actually begins with brands working for their customers, not just in securing the email they send to them, but in how customers can be secure using the email they receive from you.
What I am getting at here is when was the last time you really connected with your customers to let them know how to protect themselves? Take the responsibility and time to tell them about security. What I see today is that we still tend to only focus on the easy marketing and making our living from our emails. It's as if we are afraid to work with our customers to tell them there are bad people out there; that bad people are after our brands to use them against our customers. We never take the time to tell customers about the things we do to get the emails to them or that things are not just fine and dandy in the email world like many of us wish. We tend to ignore the truly important aspect of education.
A few ideas come to mind here on how we can assure customers we are not just here for our emails to make money, but truly to use them to connect and communicate with our customers. We have all these great email software packages to make things relevant and targeted, but we don't take the time to ask the customers "how are you?" "Please be careful, customer." We only seem to communicate when things go bad. Why not be proactive in teaching customers how to protect themselves while using email?
You have a huge part in this security game even though you're just a marketer or big sender. I've been reading the Twitter feeds on the most recent rash of data breaches, and customers are upset not knowing that their data was in a third party and not in your brand's data centers, and as such are now threatening to turn those leaked email addresses off or move to a new one. If they do that, you're losing a good contact point and the faith of that customer. Don't fear security. Embrace it. Talk about it. Let your customers know you care about them, their PII, and celebrate their education on the matter.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Dennis Dayman has more than 17 years of experience combating spam, security issues, and improving e-mail delivery through industry policy, ISP relations, and technical solutions. As Eloqua's chief privacy and security officer, Dayman leverages his experience and industry connections to help Eloqua's customers maximize their delivery rates and compliance. Previously, Dayman worked for StrongMail Systems as director of deliverability, privacy, and standards, served in the Internet Security and Legal compliance division for Verizon Online, as a senior consultant at Mail Abuse Prevention Systems (MAPS), and started his career as director of policy and legal external affairs for Southwestern Bell Global, now AT&T. As a longstanding member of several boards within the messaging industry, including serving on the Board of Directors and the Sender SIG for the Messaging Anti-Abuse Working Group (MAAWG), Secretary/Treasurer for Coalition Against Unsolicited Commercial Email (CAUCE), Certified Information Privacy Professional (CIPP) Advisory Board, Dayman is actively involved in creating current Internet and telephony regulations, privacy policies, and anti-spam legislation laws for state and federal governments.
March 19, 2014