why marketers should fight email fraud - webinar deck

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Why Marketers Should Fight Email Fraud Tuesday, May 24

2 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Public.

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@ExperianMkt | @returnpath | @stopemailfraud

Use our hashtag #MarketersUnite

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Yes! There will be a recording

Welcome!


Spencer Kollas

VP, Global Deliverability

Experian Marketing

Services

David Gamber

Marketing Specialist

Experian Marketing

Services

Brian Westnedge

Senior Director

Email Fraud Protection

Return Path

Our Speakers Today


Email Fraud Overview

Why Should Marketers Care?

Email Authentication 101

Marketers Unite! Best Practices for Fighting Email Fraud

Q&A

Agenda

© 2016 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc.

Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any

form or manner without the prior written permission of Experian. Experian Public.

Email Fraud Overview


Email Delivers Business Value

Of customers made a

purchase following an

email marketing message

(DMA)

66% Of customers rate email

as the most preferred

method of communication

(Marketing Sherpa)

72% Of ROI comes from

targeted email campaigns.

(DMA)

77%


Email Is Inherently Insecure

Source: Simple Mail Transfer Protocol (RFC 2821)


That’s Why It’s the Weapon of Choice for Cybercriminals

Customers are 42% less

likely to interact with a

brand after being phished

or spoofed

(Cloudmark)

42% Email Fraud has up to a

45% conversion rate

(Google)

45% 97% of people globally

cannot identify a

sophisticated phishing

message

(Intel)

97%


Email fraud is the intentional deception made for personal gain through email.

What Is Email Fraud, Exactly?

Spam

Malicious email sent in bulk.

Spoofing

The forgery of an email so that it appears to have come from someone other than the actual source.

Phishing

A type of spam that tricks users into giving up sensitive information.


The Anatomy of a Phishing Email

to: You <[email protected]>

from: Phishing Company <[email protected]>

subject: Unauthorized login attempt

Dear Customer,

We have recieved noticed that you have recently

attempted to login to your account from an unauthorized

device.

As a saftey measure, please visit the link below to

update your login details now:

http://www.phishingemail.com/updatedetails.asp

Once you have updated your details your account will

be secure from further unauthorized login attempts.

Thanks,

The Phishing Team

1 attachment

Making an email

look legitimate by

spoofing the

company name in

the “Display Name”

field.

Tricking email

servers into

delivering the email

to the inbox by

spoofing the

“envelope from”

address hidden in

the technical header

of the email.

Including logos,

company terms,

and urgent

language in the

body of the email.

Making an email

appear to come

from a brand by

using a legitimate

company domain, or

a domain that looks

like it in the “from”

field.

Creating convincing

subject lines to drive

recipients to open

the message.

Including links to

malicious websites

that prompt users to

give up

credentials

Including

attachments

containing malicious

content.




Many Phishing Emails Are Sophisticated




Why Should Marketers Care?


Phishing Leads to Lost Revenues

Fraud Losses Malware Infection Investigation Remediation


Phishing Leads to Unwanted Media Attention


Phishing Leads to Drop in Email Performance

1 in 5 attacks

results in reduced

deliverability

1 in 3 attacks

results in reduced

engagement


Google has started to flag emails that fail email authentication checks by replacing the sender’s avatar with a red question mark:

Mailbox Providers Are Removing the Guesswork


“We’re rapidly moving toward a world where all email is

authenticated… If your domain doesn’t protect itself with

DMARC, you will be increasingly likely to see your

messages sent directly to a spam folder or even

rejected.”

—John Rae-Grant, Product Manager


As owners of the email channel, marketers have a responsibility to help protect it. Some marketers are already leading the way…

The Marketer’s Responsibility

“Our commitment to delivering unparalleled customer service has

made Neiman Marcus one of the most recognized and trusted

luxury brands in the world. Email fraud undermines that trust,

harms consumers and our business, and it needs to stop. We are

taking proactive actions to combat potential future spoofing and

phishing attacks. Working with Return Path will help us to deliver

a safe customer experience for all of our valued email

subscribers.”

—Catherine Davis, VP of Marketing, Neiman Marcus




Email Authentication 101


There are three key authentication protocols to know:

1. SPF (Sender Policy Framework)

2. DKIM (DomainKeys Identified Mail)

3. DMARC (Domain-based Message Authentication Reporting & Conformance)

Email Authentication Keeps Bad Email Out


Prevents fraudsters from spoofing the sending domain contained within the “envelope from” (aka mfrom or return path) address.

Makes your domain is less attractive to phishers.

SPF (Sender Policy Framework)


Can ensure that the message has not been modified or tampered with in transit.

Can help inform how mailbox providers limit spam and spoofing.

Not a universally reliable way of authenticating the identity of a sender.

DKIM (DomainKeys Identified Mail)


Makes the “header from” address (what users see in their email clients) trustworthy.

Helps protect customers and the brand.

Discourages cybercriminals are less likely to go after a brand with a DMARC record.

DMARC (Domain-based Message Authentication Reporting & Conformance)


The Benefits of DMARC

Protects Brand

Reputation

Grants Insight

into Threats

Increases Email

Performance

Reduces Customer

Service Cost

Reduces

Phishing Costs




Best Practices for Fighting Email Fraud


Communicate the risks that result from not taking action:

1. Email fraud destroys brand reputation and erodes brand trust

2. Email fraud thwarts email marketing effectiveness

3. Email fraud hurts revenue

Raise Awareness with Top Executives


Some bad email will always reach the inbox. Educating customers is a great way to mitigate the impact of those fraudulent messages.

Educate Your Customers


Collaborate with your security and messaging teams to:

Identify sending domains and get visibility into your email ecosystem.

Identify roles and responsibilities.

Educate your team about key authentication policies and protocols.

Collaborate with Security and Messaging Teams


Invest in Email Fraud Protection

Defend Your Customers, Brand, and Bottom Line

Detect & block fraudulent

emails spoofing your

brand before they hit

consumer inboxes

Bolster malicious URL

takedown efforts with

real-time email threat

detection

Reduce spend on fraud

reimbursements, phishing

remediation, and customer

service costs


Return Path Blocks Emails Spoofing Your Domains and Your Brand




Conclusion


Don’t depend on people as the first line of defense.

Understand who is sending emails “from you”.

Ensure that only trusted parties send email “from you”.

Rebuild trust in email and push the criminals to the margins.

Time to Secure the Email Channel!

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Learn More

“Plain English” blog post series

blog.returnpath.com

“The Marketers Guide to Email Fraud”

rtpth.co/MarketersGuide


For a free, 30-day trial of Return Path’s Email Fraud Protection solution, contact the EMS Client Success Team.

Free 30-day Trial!




Questions?