What is the Epsilon Breach?

Last month an online marketing firm’s system was compromised by hackers who accessed a subset of customer information. Epsilon, the firm attacked, sends billions of emails annually on behalf of more than 2,500 clients. Some of these clients include Walgreens, Best Buy and Citigroup.

Why is this important to your business?

If your business takes advantage of email marketing campaigns some of your email contacts may be experiencing extreme skepticism and hesitation. Receiving repeated warnings and understanding their information may have been compromised will make it more difficult to overcome their leeriness.

Phishers are now more sophisticated with better design, grammar, syntax and overall messaging. It is becoming harder for recipients to distinguish between an attack or a legitimate email.

What does this mean for you?

It’s possible you will see a slight drop in open rates or even a small increase in the number of unsubscribes. Don’t let this discourage you. Keep using email marketing best practices and understand your audience may be in a vulnerable state. Encourage engagement through your social media platforms (Facebook, Twitter, etc.) and keep the communication open.