I don’t trust my inbox anymore.

When I receive an email from the bank, Netflix, PayPal, eBay, etc., I consider them spam or phishing rather than authentic.

spamSpoofing has become so complex and sophisticated, it’s increasingly challenging to tell what’s real and what’s bogus. It means consumers must be extra careful and go direct to the source to ensure that information is genuine.

For example, if your bank is providing “information” about your account, call them or log in to the Website directly. Yes, it takes effort but better be safe than sorry.

For many marketers, “inbox distrust” means their communications should be structured differently.

Maybe there are fewer or no embedded links, or CTAs that explicitly instruct people to log into their accounts. Maybe email marketing has to deliver more personalized content to drive brand affinity as opposed to links.

If marketers aren’t careful, email marketing could lose its effectiveness as a tool to get people to take action.