Email marketing 'must make security reassurances'

Businesses should consider focusing on the security of their messages in their email marketing campaigns, it has been suggested.

According to Carmen Curran of DMNews, consumers are still worried about the security of their email inboxes and marketers should allay these fears to ensure the success of their campaigns.

She advised working with a partner who is trusted by the recipient, which could potentially increase open rates.

Furthermore, all unsubscribe requests must be honoured, while including 'send to a friend' links in email marketing messages could also help to reassure consumers about security.

"Including recognisable features such as an account number, using a 'SiteKey' for familiarity, sending only certified email and sending educational emails help marketers convince recipients that their emails remain safe and secure," Ms Curran said.

Last year, a study conducted by IDC for Secure Computing found that 70 per cent of businesses would like to be able to manage the security of both their outbound and inbound emails through a single platform.