O'Reilly logo

Email Marketing by the Numbers: How to Use the World’s Greatest Marketing Tool to Take Any Organization to the Next Level by Ali Sales, Chris Baggott

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

The Unsolved Equation: The Authentication “Hole” in SMTP

Most email systems that send email over the Internet use Simple Mail Transfer Protocol (SMTP), to send messages from one server to another. Unfortunately, SMTP was created without checks in place to ensure that the sender is authentic. Therefore, spammers exploit this weakness by sending emails from recognized brand domains in hopes of tricking recipients into opening or clicking on their fraudulent emails. The more clicks, the more money they make. Other illegal spammers can make money by stealing and selling your personal information or using your credit card number. Spamming that attempts to impersonate another sender is called “spoofing,” and spamming that attempts to steal personal information is called “phishing.”

The screenshot in Figure 13.1 is an example of a spoofed email that is “phishing” for personal information. Though it appears to be sent from a recognizable brand (eBay), the actual sender is a phisher attempting to trick a recipient into divulging account information.

Figure 13.1. Phishers Spoof Big Brands in an Attempt to Trick Recipients into Divulging Account Information

Messages such as this expertly spoofed example necessitate email reputation as a more reliable method to protect ISP customers from spamming. Because a legitimate company’s domain is spoofed in this example, ISPs ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required