| By Jim Bruene on November 1, 2006 3:30 PM | Comments (1) |
Despite calls for banks to stop marketing via email (see here) to help reduce fraud, PayPal, probably the most phished brand in the world, shows that the technique can still be effective.
It requires a professional layout, good personalization, and behind-the-scenes fraud monitoring to nip phishing attempts in the bud.
Here's the latest from PayPal. Note the 30-second credit card button (bottom left) and personalized greeting at the top of the message.
Classification
Type: Marketing email with educational focus
Product: Payments with credit card cross-sell
Customer Type: Active customer
Personalization: Hello <yourname> at top of message
Header
Date received: Wed 11/1/2006 9:38 AM
From: PayPal [paypal@email.paypal.com]
To: Jim Bruene
Subject: Simple Steps to Protect Against Fraud and ID Theft
Most Recent Posts:
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How does a buyer protect his investment against a fraudalent seller,(when using paypal), if the seller empties his paypal account? Is the seller required to leave a certain amount in escrow,in order that no buyers can be defrauded?