Marketers usually think of anti-spam tactics as 'how to prevent' readers from perceiving their e-communications as spam. There is another, more sinister, consequence that may affect you. Spam is not just an inconvenience. For legitimate businesses, it steals productivity, erode your brand, and rob you of revenue.
Many companies have no idea their products are being sold on the black market or their customers are tangled in credit card frauds thinking they ordered something from your organization and are about to receive zip. These shifty sales schemes cost companies billions of dollars each year in lost customers and sales of products and services.
While Aunt Margaret may have served Hormel canned pork (SPiced hAM referred to as Spam), like it or not, you knew what was in it. With Internet spam (unsolicited bulk email or unsolicited multiple postings to one or more Usenet newsgroups), you don't always know what you're getting. Some spam messages are convincing. Some are plain annoying. Whether spicy or not, many of them result in criminal offenses on a worldwide level.
Producers of a popular product, a drug like Retin-A, a best-selling software program, or a service such as a vacation package, are all economically affected by spammers. When people buy these knock-offs, legitimate companies lose money. When people order something and don't receive it, your company gets a bad name.
Five strategies for protecting assets
Whether your company sells pharmaceuticals, software, or other products, these five plans of action will help stop brand and revenue robbery:
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