Email security is often overlooked when thinking about brand protection, but it’s actually very pivotal. On one hand, I want to make sure as a CMO that I am disallowing anyone from co-opting my brand to spoof consumers or customers. That’s very important to me. On the other hand, I want to make sure that my email, my legitimate message that I’m sharing with end customers and consumers is accepted and not incorrectly viewed as spam or malicious email.
Many CMOs don’t think about email authentication as being an important lever in the marketing mix. Since when email was set up decades ago, it wasn’t necessarily set up with authentication in mind. Now we’ve addressed that as an industry through some of these techniques and standards, and so I would encourage you and all CMOs, really, to make email authentication, email security, part of your main stack of how you manage your communications.