January 30, 2018

DMARC Adoption Among e-Retailers (Q1 2018)


Today we published an exclusive 250ok report DMARC Adoption Among e-Retailers 2018. We analyzed 3,033 top-level domains (e.g., www.brand.com), also known as root domains, operated by the top 1,000 US and top 500 EU e-retailers to see if they met the minimum email authentication protocols that protect their brands and consumers from phishing attacks. The study revealed nearly 90% of the domains reviewed did not meet that basic email security standard. In the report, we review the DMARC and SPF status of a variety of top e-commerce businesses.

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Phishing Impact on Consumers and Brands

The Anti-Phishing Working Group reported an average of 443 brands per month was targeted for phishing attacks in the first half of 2017, up from 413 per month during the same period in the previous year.

Attacks impersonating brands are a serious threat to brand trust, as 91 percent of all cyber attacks begin with a phishing email. The financial damage of ransomware alone in 2017 is estimated to be $5 billion, up from $325 million in 2015.

Connecting the Dots Between DMARC and Increased Engagement

As the first retailers begin to rollout DMARC across all of their domains and progressively move to a Reject policy (p=reject), the connection of DMARC to increased deliverability and engagement is becoming evident.

“Prior to implementing a DMARC policy, we found ourselves blocked by several of the large mailbox providers and often didn’t know why,” said James Einspahr, Digital Creative Director at Furniture Row and 250ok DMARC customer. “With DMARC in place, we found that our domains were being spoofed by a number of bad actors around the globe. Eliminating those malicious messages not being sent by us quickly resulted in better deliverability across the board.”

“Security and technology teams have a firm understanding of DMARC’s role in their lives, but it’s marketers who are now experiencing its positive impact on email deliverability and engagement,” said Joe Montgomery, VP Marketing at 250ok. “Brands looking for a competitive edge in email should activate DMARC as soon as possible.”

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For more information on how 250ok DMARC software and services can protect your domains through responsible DMARC deployment, contact us for a demo today.

Author: Matthew Vernhout

Matthew Vernhout is a digital messaging industry veteran and Certified International Privacy Professional (CIPP) with more than a decade of experience in email marketing. Matt is 250ok’s Director of Privacy, and he is currently the Vice Chair of the eec, after serving for several years as the Chair of their Advocacy Subcommittee.

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