How many organisations have adopted – and enforced – DMARC? Are parsing email open and click-through rates enough to achieve successful digital transformation?

“Emailing your database is a privilege, not a transaction.” – Don Macinnes, Director at EmailOut

In this article, we’ll cover the following email industry news:

  1. [Report] Email Fraud Landscape Spring 2021
  2. Email marketing, digitizing and digital transformation

Let’s dive in.

DMARC Delimitation: Standard Adoption and Enforcement

Email remains the main target for cybercrime and since the COVID-19 outbreak (over a year ago) it has been involved in more than 90% of cyberattacks.

When it comes to protecting their sender’s identity with DMARC, brands are becoming wiser (at least bigger ones) and adopting the authentication standard. Yet, are all organisations enforcing it? Let’s see what the Email Fraud Landscape Spring 2021 report says on the matter.

Key Findings – 

  • at least 1% of global email traffic uses suspicious or fraudulent sender identity. Interesting stat: 319.6 billion emails sent/received daily in 2021.
  • over 43% annual growth in large organisations using and enforcing DMARC
  • 0.4% spoof rate in organisations with DMARC enforcement
  • 1.9% spoof rate in organisations without DMARC enforcement
  • over 1.28 million domains globally have configured DMARC
  • 80% of worldwide inboxes have DMARC protection based on the organisation’s chosen email client (includes Gmail, Outlook.com, Microsoft 365, and Yahoo Mail)
  • 27% of Fortune 500 companies have enforced DMARC despite 77% DMARC usage
  • 24% of tech companies have enforced DMARC despite 74% DMARC usage

According to the report, “DMARC usage is growing, and rates of enforcement are increasing, as domain owners recognise the utility of this widely accepted standard for curtailing one of the most pernicious types of email-based attacks.”

Download the full Email Fraud Landscape Spring 2021 report here.

Email Marketing, Digitizing and Digital Transformation

Do you know the difference?

An article in the Harvard Business Review aptly titled “Digitizing Is Not The Same As Digital Transformation” argues that the surge of digitalizing tactics must not be confused with the real digital transformation (i.e. building real, long-term competitive advantage) businesses must undertake to survive, succeed and thrive in the post-COVID digital age.

It’s simply not enough just to scale up your email marketing (and web tech) to support the boost in online shopping and the rapid change in customer expectations in the wake of COVID-19. Instead, businesses need to take a step back and fundamentally rethink the way they create value through different digital marketing ecosystems. What’s required is more than parsing email open and click-through rates.

Most businesses (and marketers) are possibly still a bit confused and have not achieved the level of re-definition of their digital and email marketing efforts like Komatsu or Microsoft. Digital transformation is probably not even a priority on most brands’ agendas (who has the time?). But, it should be.

A study by Criteo discovered that brands are more focused on the following tactical priorities – 

  • customer acquisition (49%)
  • customer retention (47%)
  • new offerings (45%)
  • reducing operational costs (40%)
  • business model transformation (38%)
  • building brand value that connects with customers (37%)
  • new partnerships (35%)
  • ROI improvement (34%)

How does your business scale up on the digital transformation chart?

Final Thoughts

Do you have any suggestions or ideas about which email industry news topics you’d like us to look out for in the future? Write your requests below. We’ll keep an eye out (or two) so you don’t have to – and all for FREE, of course.

EmailOut offers the most generous freemium email marketing software product for professional micro-businesses and SMEs across the globe coupled with the very best rates for large volume corporate senders. Take a look now.

Adi Angelova

Author Adi Angelova

More posts by Adi Angelova

Leave a Reply

[EmailAddress]
[EmailAddress]
[YouTube Music Video]
[YouTube Music Video]