Last week, clients of one of the nation’s best email service provider were notified that when recipients clicked on links in their email messages, they erroneously encountered a phishing warning. The cause was a false positive listing in an anti-phishing filter maintained by Google. Google incorrectly filtered one of the ESP client’s legitimate emails and then implemented a broad block on multiple client domains from that ESP.
Those on the receiving end who clicked on the links in the affected emails may at first have been surprised to see a phishing warning in a message from a brand they know and trust. Consequently these recipients may no longer open email from the once trusted brand and/or they may now tag those messages as spam.
ISPs and anti-phishing services offer little assistance in this type of situation. Their primary concern is protecting users from phishing and malware attacks through the strong filters they have implemented. Therefore email marketers and ESPs need to be diligent in their monitoring practices.
The tough reality here is that, as an email marketer, you can do everything right, follow all the rules and best practices, do appropriate research, planning and execution, and things can still go wrong – things are not within your immediate control.
Senders can avoid this type of issue altogether with Goodmail’s participating ISPs by using our CertifiedEmail solution. Once Goodmail accredits the sender, participating ISPs will check for the CertifiedEmail token in the email message before any other processing, filters or inspection happens. When the CertifiedEmail token is validated, the email message then takes a different path to the inbox, bypasses all ISP filters (content, phishing, volume, etc.) and delivers messages directly to the inbox.Daniel T. Dreymann
President and Co-Founder