Defending Email Phishing attacks in a Nutshell

Cybercriminals do not need rocket science to entice targeted users with email scams. Even old baits like lucky draws are enough to lure targeted users into clicking on malicious links or giving away their details. This is how phishing attacks work.For those who are new to this term, a phishing attack is the most infamous form of cyberattack. It is deployed using fear tactics or social engineering strategies. Cybercriminals usually target email accounts of victims to infiltrate their personal information for malicious purposes.

These cybercriminals disguise themselves as legitimate sources to dupe email recipients. They use enticing email subject lines or message content to trick recipients into responding by either clicking a malicious link or opening attachments. Or just simply provide their sensitive information to these cyber threat actors.

The most common types of phishing emails are Business Email Compromise (BEC) attacks, spear phishing, whaling, pharming, etc. To prevent falling victim to such phishing attacks, it is important to implement cybersecurity solutions.

How a successful phishing attack can hurt your organization - TechRepublic

Cybersecurity Practices to Mitigate Email Phishing Attacks

Employee Education

The first and the foremost step to stay secure against email phishing attacks is user awareness. Employees play a major role in the cybersecurity chain of an organization. Also, they are the most vulnerable link in cybersecurity and hold access to confidential information of your organization.

Therefore, turn your employees into the strongest link by educating and training them with security awareness training. Use the best in class security awareness training tools that offer phishing simulation to give your employees a real-life cyber attack experience. This would not only help them in recognizing email-based attacks but would also help in analyzing their vulnerability level.

The Dos and Don’ts

Beware of unsolicited or suspicious emails landing in your inbox. Often unexpected emails grab the attention of users by creating a sense of urgency to respond. It is better to pay attention to such emails and take precautionary measures while opening them.

For instance, if you receive an unexpected email from a known sender address, ask them personally via a different mode of communication regarding the received email. Do not click on links or attachments before verification.

 

Report Phishing Emails

Phishing emails mainly contain grammatical errors and spelling mistakes that can be hard to detect. They either come from odd sender addresses or manipulated legitimate email addresses. Even some phishing emails can claim to be from your bank or government organization, asking for your financial details.

It is essential to have a phishing incident response tool to learn whether the suspicious-looking email received is authentic or not. You can also get to know about the subtle manipulations done in the email by cyber threat actors by reporting on the tool.

 

Email Encryption 

Make sure to keep your email content secured by encrypting sensitive information. Cyber threat actors are upgrading their techniques to launch phishing attacks with evolution in technology.

There are various hacking strategies that can let these cyber threat actors sniff your email content for sensitive information or message alteration. To avoid any information leak, it is better to encrypt the confidential information in the email content.

 

Email Domain Security

What are DMARC, SPF and DKIM? How to master email security with these  protocols | CSO Online

Did you know that outbound emails can be manipulated by adding malicious attachments during the email delivery process? In fact, cybercriminals can spoof your email address to send malware-laden emails on your behalf to your clients or business associates.

Therefore, it is highly crucial to ensure that all your emails are being delivered securely and your email reputation is maintained. To do so, secure your email domains with vital email authentication protocols. Implementation of DMARC record, DKIM record, and SPF record in the DNS safeguards your email domain against email spoofing and BEC attacks.

 

Multi-factor Authentication

Enable multi-factor authentication to protect your account against unauthorized access. If someone else gets hold of your passwords, this authentication standard notifies you of unauthorized login or suspicious activities happening from a device other than yours.

It sends a security code to your email account, phone, or other authenticator apps whenever your email account is accessed from unknown devices.

 

Stay Up-to-date

Phishing attacks are deployed using social engineering tactics. Cybercrooks and cybercriminals trick users into revealing their confidential information through various manipulative ways.

These malicious practices involve scareware, baiting, pretexting and much more. Keep yourself updated with what cybercriminals are up to and about their new social engineering attacks.

With these preventive cybersecurity measures, you can stay secure from phishing attacks. Experience a cyber-resilient working environment in your organization by implementing and putting into practice these cybersecurity solutions.

 

Ultimate guide to prevent Email Spoofing

With technology making revolutionary advancements, the rate of cybercrime has subsequently increased in the last decade. With hackers coming up with new ways and means to trick company employees, to find a digital route into the company assets, basic knowledge on spoofing is not enough anymore.Base-level education on email spoofing includes impersonation of an organization or executive by cyber attackers to get employees to disclose their confidential information like corporate ID or password. This information thus provided enables hackers to gain easy access into the company’s databases and accounts, draining their finances, and leaking valuable data.

What is email spoofing?

As per a survey conducted by Forbes magazine on email spoofing statistics, cybercriminals send out around 1.3 Billion spoofing emails every single day. Cybersecurity analysts conducted detailed studies worldwide to disclose chilling statistics on email spoofing:

  1. 22% of all data breaches in 2019 were due to email spoofing.
  2. 88% of all organizations from 2019-2020 experienced phishing attacks due to spoofed email domains.
  3. 96% of all phishing attacks are carried out via email spoofing. 
  4. 56% of all hackers rely more on stolen corporate credentials from employees tricked via spoofed email domains, than malware attacks.

Hackers are moderating methods to trick users, which goes beyond just impersonating the company’s executive email domain. Sometimes, employees may even receive an email from their own email address as cybercriminals try imitating the victim itself.

This has increased the chances of falling prey to phishing attacks, dispersing confidential information, and hampering security at your workplace.

How does Email Spoofing Take Place? 

Email Spoofing: What is Email Spoofing and Phishing

Hackers and cyber attackers take a corporate email ID and create a forged email address using that ID, to give the impression that the email has been sent the exact same email domain. Cybercriminals generally make use of weak links and vulnerabilities such as poor email domain authentication protocols in the company to forge emails.

Statistics disclose that around 40% of all leading organizations lack proper email domain authentication.  Email domains generally operate via SMTP, which is the Simple Mail Transfer Protocol, a communication protocol that enables the transfer of mail via digital platforms.

However, SMTP is not programmed with an automated email authentication mechanism. Cybercriminals exploit this vulnerability in order to create spoofed emails by making minor changes in the IP addresses that are very difficult to track by inexperienced people.

Scanning the operating system for viruses and malware and changing the password for your email address is a temporary solution and not an effective preventive measure.

Therefore, it becomes imperative to implement certain programs and mechanisms to ensure a well-rounded protocol for email domain authentication and nullify the chances of falling prey to a phishing attack.

Solutions for Protection Against Email Spoofing

SPF ( Sender Policy Framework)

SPF or sender policy framework is a coherent system for email authentication. SPF functions by confirming and checking the sender addresses before the email is redirected into the receiver’s inbox.

This way the authenticity of the email is confirmed by checking whether the domain that the email is being delivered from has a valid IP address.

How does it work?

The IP address is matched with the DNS records of all the email domains that the organization uses for transferring mails to their respective employees.

The DNS record contains a detailed list of all the valid IP addresses for a specific email domain used by the company for the exchange of official information and communication. While the SPF record enlists all the functional email domains used by the same. If the sent email fails to match the data present in the SPF record, it is automatically classified as a forged or spoofed email.

DKIM (Domain Key Identified Mail)

Domain Key Identified Mail is a unique authentication mechanism used to check email authenticity and reduce the chances of receiving spoofed emails. DKIM functions by using a cryptographic or signature-based tool to implement efficient email domain authorization.

This, in turn, ensures that during the entire route taken by the email, from the sender to the receiver, the features of the particular email have remained unaltered. It helps the recipient confirm whether the email has been sent from the valid source or has it been impersonating the mentioned source to conduct a phishing attack. This guarantees that the data is authentic, and it comes from an authorized source.

How does it work?

DKIM has access to the DNS TXT records of the email domains of the company. When an email enters the system it is assigned a unique identification key by this mechanism, which is verified against the public key in the DNS TXT records, after which a DKIM signature is included in the email header.

The records are updated from time to time on the basis of new senders, and an unlimited amount of data can be stored. When this email enters the receiver’s server, instantly, the DKIM signature is drawn out from the email header.

The header of the mail now contains the domain name as well as a selector that incorporates the signature ( public key) of that particular email in the DNS TXT record. The public key will then be used to validate whether the data in the email has remained unaltered, and hence check for authentication.

DMARC (Domain Message Authentication Reporting and Conformance) 

What are the benefits of DMARC? | Check DMARC - DMARC360

One of the most advanced methods implemented for email authentication is DMARC, which allows the receiver to know whether the received email is verified against the SPF and DKIM records. DMARC is a 21st-century tool which enables employees at organizations to detect spoofed emails going from their domain, independently.

DMARC is a comprehensive email authentication protocol, which keeps email domains secured by a step by step procedure for running a thorough scan on every aspect of the sender ID before the email lands in the receiver’s inbox.

How does it work?

After the email leaves the sender’s server, the SPF is verified via detailed checks run on the DNS records to match the sender’s email domain against all valid sources that the company can legally send emails via.

Furthermore, the assigned DKIM signature is also verified against the DNS records. Finally, the fate of the email depends upon the DMARC policy which can be set to “none”, “quarantine” and “ reject”.

In case of a none policy, the spoofed email lands in the inbox of the employee, in case of a quarantine policy the same is lodged into the spam box. If the DMARC policy is set to “reject”, the spoofed email is redirected into the trash bin.

A spoofed email is much more dangerous and harder to detect than a phished email since the email address in the former looks identical to the original email address. It is not possible for an employee to understand whether the received email is authentic or forged.

Therefore to gain protection from email spoofing and tackle phishing attacks, a well-rounded email authentication tool should be a part of your organization’s workplace security policy, to prevent emails from forged addresses from entering into your employees’ inboxes.

 

A guide to Email Security Practices

Why is Email Security Important?

Word Email Stock Illustrations – 5,813 Word Email Stock Illustrations, Vectors & Clipart - Dreamstime

Whether exchanging emails across networks or dumping them in your spam folder, a huge amount of data is sent, received and stored. You may not realize but there are high chances that an unsecured email might have landed in your inbox which can act as a source of data exploitation. Now you wouldn’t want that, would you? That’s why email security is very essential for our daily routine in order to keep a check if any malicious email is accessing our inbox or not. The cybersecurity professionals working in every industry vertical must stay updated with the prevailing attacks possible through emails.

According to ComputerWeekly.com, 82% of organizations claimed to have faced email-based cybersecurity threats in 2018. Whereas, ransomware seems to be the biggest cyber threat in the coming year. The reason being, ransomware attacks that encrypt critical business files and demand for ransom in return are often sent to individuals working in organizations by emails only!

These eye-opening facts call for proper email protection solutions that are needed to be implemented in every organization as a defensive system against invading cyber threats. As far as cybersecurity is concerned, the best solution is using email security tools that incorporate a wide range of security techniques that email accounts and services have. Proceed further for the top 5 email security practices that can benefit your organization from email-based cyber risks.

The 5 Types of Email Security Practices 

 

  • Never click the “unsubscribe” link in spam emails:

At times, certain emails manage to surpass the spam filter and land in your inbox. For instance, you come across one such certain email and on opening it, you discover that it looks like a phishing email. What would be your first instinct? In any normal situation, users tend to unsubscribe suspicious-looking emails but that is not actually safe!

Hackers are good manipulators and they use such links to fool people into clicking attachment which redirects the targeted users to a phishing site. Apart from that, these links also provide hackers with a back door for access into your system.

  • Avoid Public WiFi:

Never access emails from a public WiFi because they are less secure and hackers choose public WiFi to steal information by passing through a weak network. Cybercriminals require nothing but a laptop and basic software to hack into public WiFi networks and monitor all the traffic. Accessing emails via unsecured public networks can lead to misuse of user’s credentials and a huge loss of sensitive data. This could also result in further intended targeted cyberattacks that are down the line.

More organisations banning use of public Wi-Fi – report | Internet of Business

  • Email Encryption:

Disguising and encrypting email content potentially protects the sensitive data that is sent and received, from being read by anyone except the intended recipient. With email encryption, you can secure your emails over untrusted networks from eavesdroppers or any third person trying to invade in between the email exchange. This security strategy reduces the chance of disclosure of information as well as alter of message content.

  • Incident Response Tool:

Every 1 in 131 emails contains malware that is sent to the targeted users. Moreover, 95% of the data breaches are deployed through these malware-laden emails. In order to reduce these cyber risks, incident response tools like Threat Alert Button (TAB), help employees in an organization to report any suspicious-looking email for analysis.

This innovative tool by Kratikal is an instant phishing incident response tool where the reported suspicious-looking email is analyzed by the SOC team and moves the reported email to the spam folder in real-time for future exposure prevention, and this all is managed by just one click.

  • Employee Education:

Limit the chances of cyber risks in your organization by providing employees with cybersecurity awareness training tools. Along with the implementation of policies and email security tools to prevent cyber threat postures, it is essential to encourage employees to become proactive in combating attack vectors like ransomware, phishing emails, and cyber scams. Security awareness tools like ThreatCop is an AI/ML-based security attack simulation tool that assesses the real-time threat posture of an organization. With the unlimited number of attack campaigns and automated training campaigns, this product builds cyber awareness among the employees in an organization and creates a resilient working environment.

Implementing and working on the above-mentioned email protection solutions will not only keep your data safe but will also be beneficial in the long term. In order to protect your business, it is important to make sure that all your employees are empowered to make email based decisions and are protected from data thefts.

Email Security Best Practices for Companies

Hackers are everywhere nowadays and they won’t stop holding back from discovering vulnerabilities and exploiting your data. Secure your organization now with a robust email security tool in order to reduce the chances of becoming a victim of the prevailing cyber threats.

Reasons Behind Successful Phishing Attacks

How to Protect Your Business from Phishing Attacks - Abacode

Phishing is one of the most infamous cyber attack vectors that is widely adopted by attackers for luring victims to reveal their sensitive and confidential information. Phishing attacks are generally carried out through the medium of emails.

Attackers forge fake emails with malicious links. Once the link is clicked and the victim submits its credential, the attacker gains unauthorized access by misusing those credentials. Hence, the victim gets phished.

History of the Emergence of Phishing Attacks

The history of phishing is quite old. It has been prevalent since the good old days of the 90s. America Online (AOL) was one of the top internet service providers during the mid-90s with millions of visitors every single day.

Attackers or ‘Phreaks’ (yes! That’s what attackers used to call themselves. Fancy, right?) started trading pirated software over AOL and formed a ‘warez’ community.

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This community stole AOL users’ passwords, created random credit card numbers, and spammed users.

This process was automated with the help of windows software AOHell. Once discovered, AOHell was shut down by America Online.

There are many cases that have been reported and even more that have not been reported. On average, 1.2 million phishing attacks occur annually. According to security research, phishing attacks almost doubled to 482.5 million from 246.2 million in the year 2017. Statistics show that phishing accounts for 91% of all cyber attacks.

Why do Attackers Use Phishing Attacks?

Large User base

Topic 1: Online participation & digital literacies – New learning about education

One of the biggest reasons for the success of Phishing attacks is the widespread use of emails. At present, there are around 2.6 billion email users and this number is expected to cross 4.2 billion by the year 2022. Susceptibility rate of phishing attacks is quite high as attackers can easily find out email addresses, send phishing emails, and there, it’s done.

Humans are the weak link

Cybersecurity pros: Are humans really the weakest link? - TechRepublic

The other big contributor to the success of phishing attacks is the victim itself. These days, social media has become a huge part of people’s lives. People are putting out their entire lives online. Attackers can easily access the personal information of the victim through a social networking platform that helps in creating personalized phishing attacks (also known as Spear Phishing).

Lack of awareness 

Lack of awareness of Help to Buy ISA | Mortgage Introducer

Lack of security awareness among employees is also one of the major reasons for the success of phishing. Organizations should be aware of how the benefits of security awareness training can secure their employees from falling victim to phishing attacks.

In recent years, attackers have shifted their focus from individuals to employees within the organization. Statistically, 90% of the cyber attacks are the result of employee negligence. During the year 2018, a 76% increase in the number of phishing attacks was observed.

54% of the companies had experienced one or more attacks that compromised their IT infrastructure and data. According to the survey done on 19,000 people, approximately 97% of the people are unable to identify such attempts.

Leniency in the adaption of security measures

clip-art-waking-up-876950 | Clipart Panda - Free Clipart Images

The leniency in the adaptation of security measures is one of the biggest reasons for the success of phishing attacks. Studies have shown that organizations lag in spending money on the implementation of cybersecurity measures. During the year 2018, 51% of the organizations have made no change to the budget allocated to ensure cybersecurity.

These reasons play a huge role in the success of such attacks. Therefore, it is extremely important for organizations to implement cybersecurity practices and understand the benefits of following security measures properly. Cybersecurity companies like Anteelo , ensure that your network and infrastructure are secure from cyber attacks. Anteelo offers industry-leading cybersecurity solutions and tools such as cyber attack simulation and awareness tool, email authentication and anti-spoofing solution; anti-phishing, fraud monitoring & take-down solution; phishing incident response, VAPT and secure code review.

 

Criterias to Consider When Choosing an Email Hosting Provider

Business Email Hosting Solutions.

For business communications, your first choice of getting in touch is likely to be email. It’s quick, easy and unlike the many messaging apps, everybody has it. You can send it internally and externally, attach documents or add links and use it for all manner of purposes. For a business, an own-domain email address is essential. However, while there are plenty of email services you can use, not all of them are the same. Here, we’ll explain what things you need to look for when finding a business emailhosting provider.

1. Security

ESA - ESA practices cybersecurity

As virtually everyone has an email address, email has become a popular tool for cybercriminals. Aside from the mountain of spam that can clog up your inbox and waste hours of your employees’ time, emails are used to defraud, to phish, to spread malware and to ransom computers. For businesses, not only is there the threat that comes from receiving, opening and acting on these emails, there is also the potential of unknowingly passing on malware to recipients, including your customers, from an infected computer. In addition, some cybercriminals may send fake emails in your company’s name to try and scam your customers.

All of these threats can have damaging consequences for your business and its reputation; that’s why you need solutions that will minimise the security risks. These include email scanning and filtering tools that detect spam, phishing and malware, preventing them from arriving in your inbox and stopping infected emails being unwittingly sent. Also, look for emailsigning certificates that both verify the legitimacy of your outgoing emails to customers and secure its contents, including attachments, by encryption. You should also look for email backup services that ensure your communications are never lost and can be easily restored.

For businesses that need to comply with regulations like GDPR and ISO, you may want to consider enterprise-level email. This detects, alerts and blocks sensitive content from being sent, as well as archiving emails and providing powerful auditing tools.

2. Reliability

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The sending and receiving of timely communications are vital for companies. When your phone call ends with, ‘I’ll emailit now,’ or your website tells customers, ‘Check your inbox’, most people will sit waiting for the delivery. When it doesn’t happen, it leads to disappointment and sometimes to the loss of business. Companies cannot afford their emails to be hosted on unreliable servers that frequently go down. As a minimum, you should look for a guaranteed 99% uptime and, if needed, choose enterprise email that offers 100% uptime.

3. Accessibility

What is web accessibility?. The basics of web accessibility, and… | by Marty Wallwood | UX Collective

Whether you are sending or receiving, email should be easy. You should be able to access it in the office or on the go, on computers or mobile devices and via both web portals and email clients such as Outlook. You should also have the option of using both Pop3 and IMAP access. What’s more, your email should be synced so that everything is available on all devices.

Make sure that your hosting provides the level of accessibility your business needs, especially if you have remote employees who need to send and receive away from the office.

4. More than just email

Successful Marketing Requires More Than Just Email – Dynamo Software

Email services should do much more than let you send and receive communications. They should also provide you with the ability to manage your contact lists, calendars and tasks, share files securely and fully integrate with clients like Outlook. This valuable suite of features makes it easier for your business to communicate and for employees to collaborate and manage their schedules or projects.

5. Adequate storage

Whether it’s for compliance or future reference, many of the emails we receive, together with their attachments, will be kept in our inboxes or archives. Over time, the amount of storage you will need increases, especially if you regularly send or receive large attachments.

It is important, therefore, that you choose a provider that offers email packages with gradually increasing storage. This means, as your storage needs grow, you can upgrade to a larger package without having to migrate your email to a new host.

6. Enough email addresses for your needs

How to Get a Professional Email Address with a Custom Domain

Even very small companies often need multiple email addresses, some for individuals, some for departments (e.g. sales@) or some for specific purposes (e.g. info@ or newsletter@). You will often find various options available from email providers; at Anteelo, for example, our packages range from a single email address to unlimited addresses, so as your company grows, you can upgrade when it is appropriate to do so. Make sure you choose a host that provides packages which offer you enough addresses for your current needs and the flexibility to grow.

7. Easy management

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Another consideration is the ease at which you can manage your email service, carrying out such tasks as adding or deleting email addresses or configuring your account settings. The quality of the control panel you use for this purpose is key. Control panels like cPanel and Plesk are ideal for this purpose, enabling you to manage your email from the same interface as you run your website and offering a suite of tools to improve the email service. cPanel, for example, can compress email on delivery, helping minimise the amount of storage you need.

8. 24/7 technical support

Ultrasound Technical Support – Phone, E-mail, FaceTime | MXR

As email is essential, it is critical that, should you encounter any problems or need assistance, support is available 24/7. Check carefully that your email provider offers technical support, not just customer service, so that you can be confident an expert can help you out there and then.

Conclusion

Businesses rely on emails to deliver their services. Being almost universally used, they are necessary for both internal and external communications. Choosing the right email hosting solution is crucial to ensure you have a secure, reliable and fully featured service that is accessible, flexible and easy to manage.

Watch Out For These 5 Email Marketing Trends

Top 5 B2B Email Marketing Strategies For The Year 2018

Email is a tried and tested method of email marketing. Cost-effective to run and with the highest ROI of any form of marketing, it’s become an essential part of many companies’ marketing strategies, especially as it’s possible to grow huge subscriber lists over time. However, with more consumers now preferring other forms of communication, like texts, private messaging and app notifications, email is having to move with the times in order to keep recipients engaged. Here, we’ll look at some of the ways email marketing is expected to develop in the near future.

1. Personalisation on the rise

Social Shopping on the Rise as Personalisation Influences User Journey | PerformanceIN

In an effort to increase opening rates and conversions, many companies are now turning to personalisation in order to make marketing emails more relevant to their subscribers. The solution that makes this possible is the use of cloud-based AI and machine learning applications. Their ability to carry out big data analysis of customer behaviour provides insights that can be used to trigger automated, personalised emails, sent out at the optimal time, to improve the chances of conversion.

2. Intelligent campaign analytics

How 6 Top Brands Use Machine Learning Marketing to Create Smarter Campaigns | CleverTap

Email software used by webmasters has always included some metrical data on email campaigns, providing information about opening rates, clickthroughs and so forth. Today, however, technology has moved forward. With more campaign data being collected and AI and machine learning used to analyse it, companies are able to run far more successful campaigns. Even better, much of the work needing to be done is automated for them. Now, not only is it possible to track how effective a campaign is; you can also use the data to make automated optimisations throughout, enabling the campaign to be constantly tweaked in order to improve its effectiveness.

3. Email reviews

How to get people to review your product using email automation

Customer reviews are now essential to the success of a company, with over 70 per cent of all purchasers reading them before deciding to buy. What’s also true, is that the same proportion of customers are also likely to leave a review if you ask them to do so. Email offers a great way to do this as links to review sites can be built into the email copy. Indeed, feedback forms can also be embedded into the emails and the comments received here can be used as user-generated content to send out to other recipients. Not only will more companies do this; we’ll see them using AI to choose the customers who are most likely to write positive reviews.

4. Interactive email content

Interactive Email for Beginners: 6 Interactive Elements You Can Add to Your Emails Today - Litmus

While getting a user to open an email can be challenging enough, to be of any use, you really need them to read it and take action. With competition from other forms of marketing, emails will need to be far more engaging than the standard text, image and call to action content that most currently contain. Today, more companies are beginning to create emails that have dynamic content which can keep the user engaged and motivate them to click on the CTA, these include embedded videos, hamburger menus, product carousels, rollover images and even animated CTAs.

5. Alexa mail

Alexa Email Integration | Developing Email for Virtual Assistants

While efforts to improve the content of emails with dynamic visual content will work with many, an increasing number of people are beginning to abandon the visual email interface in preference for having them read out by smart speakers and voice assistants. This makes it more convenient for users who want to open messages while driving, walking around with their headphones on or wanting to multi-task while making dinner.

With the boom in the number of these voice-enabled devices being sold, an increasing number of emails are going to be opened in this way – though one can imagine that not all users who choose this method will use it all the time. This leaves marketers with a problem of how to communicate effectively with these users. If you send a traditional email, they won’t be able to see any images (only hear the alt-tag read out) and they’ll be unable to click through to any landing page. At the same time, neither you nor the user might know how the email will be accessed, until the moment it is. Overcoming these issues will be a major challenge to email marketers as the number of smart speakers grows.

Conclusion

While alternative modes of communication are challenging email as the preferred means of receiving marketing, the future promises to deliver some important developments that will make it even more appealing to both company and customer alike. Personalisation and interactive content will make emails more relevant and engaging and data-driven analytics will improve campaign performance. On the negative side, however, email needs to adapt to the smart speaker era.

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