May 1, 2018

Only 4.6% of the top 100 Chinese brands use DMARC. Seriously!

250ok is excited to bring you another DMARC report, revealing some alarming findings about one of the top e-commerce industries in the entire world. Today we published a new report, DMARC Adoption Among Top Chinese Brands, shedding light on an embattled email landscape. China ranks second in the world for spreading email infections, and we found only 4.6% of the top 100 Chinese brands deploy any variety of DMARC policy on their domains. It comes as no surprise China indexes significantly lower in email protection via DMARC than other e-retailers (11.3% in US and EU) and top-performing SaaS businesses (35%).

DMARC is a sender-published policy for messages that fail authentication. It can help detect and prevent email spoofing, in which a malicious agent impersonates your brand to spread viruses or scam consumers. By starting with an observation (p=none) policy, organizations can identify malicious uses of their domain name and begin work to suppress abuse and protect email recipients. Not only does deploying a DMARC policy provide greater security when a message fails authentication protocols, but some institutions report a double-digit increase in marketing email opens after initiation.

The biggest shopping day in the world

China’s more than 500 million middle-class consumers catapulted the 24-hour shopping holiday, Singles Day (11.11), into the highest-grossing online shopping event on Earth ($25.3 billion in 2017). Email marketing programs without virtually any fraud protection for consumers is a dangerous prospect for both recipients and brands alike. An exploitation of weaknesses in authentication and validation policies on Singles Day would be akin to a retailer being successfully spoofed on Black Friday. In a word, the potential is catastrophic.

As American consumers and regulators better understand the importance of a DMARC policy for email protection, predominantly online Chinese brands like Alibaba and must consider deploying DMARC across their domains to better expand their global footprint.

“With such a high number of computer infections and a history of bot spam, it’s more important than ever for China’s largest brands to authenticate and adopt solutions like DMARC,” said Matthew Vernhout, director of privacy at 250ok and author of the report. “Being on the world stage economically will require China’s largest brands to catch up or risk serious communication restrictions, as many large networks continue moving towards requiring proper email authentication to deliver email in a timely manner.”

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

Our full findings are available in our report:


Author: Nicky Copland

Nicky is the senior marketing manager at 250ok. Before joining the team, she spent the majority of her time crafting and implementing communications strategies for the association industry. She was never a brain surgeon, but she played one on the internet.

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