Learning from scammers

We all get ‘phishing’ emails: fraudulent attempts to obtain information such as usernames, passwords and credit card details. Some are highly sophisticated; some – like ridiculous spam emails from Nigeria – are deliberately unsophisticated, to ensure that smarter people who’ll eventually realise it’s a scam don’t respond.

But can we educate ourselves from the effort which has gone into them? That’s the subject of Why phishing emails (unfortunately) work …and what marketers can learn from them on the MarketingSherpa Blog. The author of this fascinating article looks at phishing emails through the lens of ‘relevance, importance and urgency’ – key components of successful legitimate emails.

He concludes: “Email is a permission-based medium. You can often squeeze out a few more conversions from an email in the short term by burning the customer. But when you lead with value — when you put the customers’ needs before your own — then you have earned that permission. You start to build a trusting relationship with the customer. And ultimately, you create a sustainable email marketing practice within your business that you can be proud to call your own.”

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