Email Brand Protection –

Whose Problem is it Anyway?

17th June 2014

Your Presenters & Host

Guy is a passionate advocate for the intelligent use of customer data to drive responsive email

programs. With a knowledge base that now spans over 10 years, Guy has become one of the EMEA’s

leading e-marketing experts and thought leaders. Working for Return Path’s Professional Services

team, he provides email Consulting solutions to a broad range of international clients, delivering

measurable uplifts in email delivery, subscriber engagement and revenue generated. Outside of work,

Guy is the chairman of the IAB’s email marketing council, and also leads the Deliverability & Mobile

working group which focuses on data, deliverability & and email marketing best practices.

Guy Hanson Director of Consulting, EMEA

Rob Holmes Head of EMEA Operations, Anti-Phishing Solutions

Robert Holmes is Head of EMEA Operations, Anti-Phishing Solutions at Return Path. Rob has been in

the brand & fraud protection industry for 14 years, helping major corporations understand, quantify

and manage risk across the digital channels. Having previously held global roles running the product

teams at Corporation Service Company and Melbourne IT's Digital Brand Services, Rob is now helping

businesses implement solutions to protect their brands & customers from threats in the email

channel. Rob has a MA (Hons) degree in Philosophy, Politics & Economics from the University of

Oxford.

Richard Gibson Director of Client Services Director, Northern Europe

Richard Gibson is the Director of Client Services for Northern Europe and he and his team are

responsible for ensuring excellent service to all customers. He is a long standing contributor to the

Email Marketing Council of the DMA and is the immediate past chair.

The Importance

of Brand

The Functions of Brand

Ownership

Quality

Lifestyle

The Brand Experience

Promise

Experience Memory

Predicated by

quality and

consistency

Enables companies

to command price

premium and

market share

TRUST

What is Email Brand Protection?

• Securing the Brand Experience in email

• To protect the trust of the brand

• To maintain price and market share

• To prevent losses through fraud, etc.

Key Points:

Marketer’s View

1 – Email Fraud Only Affects Financial Services

2 – They Aren’t Very Good

2 – They Aren’t Very Good (A Caveat!)

3 – Nobody Reads Them

4 – It Doesn’t Affect My Legitimate Emails

5 – Everyone Uses Malware Protection

6 – There Is No Real Commercial Impact

Key Points:

Security’s View

Security Landscape

Security Reality

• Huge number of possible threat vectors

• Limited budget & resource

• Need to quantify, prioritise and manage

• Limited information/data

• “Protecting the brand” may not be on my list of responsibilities

Bringing The

Stakeholders

Together

Email Receivers Are Coming to the Party

Organisational Alignment

• Need to bring Marketing and Security together: • Understand total value of solving the problem

• Subscriber problem may require a technical solution

• Need to achieve Senior Management buy-in and sponsorship: • Get data

• Quantify ROI

• Ensure Brand Protection is a top priority

Enter the Chief Marketing Technologist

• 81% of organisations surveyed had the

equivalent of a chief marketing

technologist.

• Two-thirds of respondents say aligning

technologies with business goals is the

primary responsibility of a chief

marketing technologist.

• Companies in the study that have a

chief marketing technologist seem to

place more value on marketing efforts.

• “Marketing has become more of a

technology-powered discipline,”

Gartner: How the Presence of a Chief Marketing Technologist Impacts Marketing (January, 2014)

Are CMOs and CFOs Aligned?

“Only 12% of CFOs say their CMO is

excellent at connecting marketing

projects to ROI”

Active International: Are CMOs and CFOs Aligned? (June,

2014)

DMA(UK): National Email Benchmarking Report (October,

2013)

Ultimately, What

Can You Do?

Impact Over Time (Current) Im

pact

Time Attack Starts

Attack Mitigated

Attack Detected

@

Impact Over Time (Future) Im

pact

Time Attack Starts

Attack Detected

Attack Mitigated

@

Proactive Blocking: eliminates some of the

most credible threats (using your domains)

Real-time Feeds from ISPs: reduces detection

time to zero.

Data Integration: reduces time to mitigation.

How Can Return Path Help?

Conclusions

• Without trust, brand value erodes

• Email Brand Protection should be the responsibility of both Marketing and Security

• Requires commitment from Senior Management

• Get proactive • Get data to understand problem

• Make your brand a hard target

Questions

Director of Consulting, EMEA

guy.hanson@returnpath.com

+44 (0)207 034 5438

uk.linkedin.com/in/guyhanson

@GuyHanson

Guy

Hanson

Rob

Holmes

Head of EMEA Operations,

Anti-Phishing Solutions

robert.holmes@returnpath.com

+44 (0)207 034 5467

uk.linkedin.com/in/robertmholmes

Director of Client Services, NE

richard.gibson@returnpath.com

+44 (0)207 034 5448

uk.linkedin.com/in/richardjgibson

@RichardGibson

Richard

Gibson

Email Brand Protection –

Whose Problem is it Anyway?

17th June 2014