Six Stats that Prove Marketers Need to Fight Phishing

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% of consumers said they stopped shopping at retailers who suffered a breach altogether. (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

Hope to see you there!

Guy Hanson, Senior Director, Professional Services; Return Path

Guy is a passionate advocate for the intelligent use of customer data to drive responsive email programs. With a knowledge base that now spans nearly 15 years, he is a global e-mail expert and thought leader. Leading Return Path’s Guy Hanson HeadshotInternational Professional Services consulting team, Guy has worked with a broad range of clients across 5 continents to improve their email delivery, subscriber engagement and revenue generated. Outside of work, Guy is the Chairman of the DMA UK Email Council. In this role, he works with industry peers including brands, agencies, and service providers to promote the best interests of the email industry to a broader audience. He is also a regular contributor to the industry press.

One thought on “Six Stats that Prove Marketers Need to Fight Phishing

  1. “Customers are 42% less likely to interact with your brand after being phished”

    Yikes! If that’s not a good reason to help prevent your customers from being phished (or at the very least, making it so nothing happens when they do get phished) then I don’t know what is. Personally if I got phished I wouldn’t blame the company, I’d blame myself for falling for it – but clearly a large number of people don’t see it that way 😉

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