How to Avoid Falling for Phishing Emails: 6 Tips From Our Cybersecurity Pro

Email is the number one channel scammers use to trick consumers, and it gets phishier during the holidays. If you’re shopping online, here’s how to stay safe – and the first thing to do if you click a phishing link. 

As the holidays draw near, the hustle and excitement aren’t the only things ramping up. Phishing scams peak between September and November, when inboxes overflow with shopping and travel confirmations, charity requests, and marketing emails. 

The consequences can be severe:

  • In 2023, Americans lost $10 billion to fraud, a 14% jump from the previous year, according to the Federal Trade Commission (FTC). 
  • One in four people reported losing money to scams, with a median loss of $500 per person. 
  • Shopping fraud and impostor schemes were the most common frauds, and many were carried out through phishing emails. 
  • Email remains the primary contact channel for cyberattacks. 
  • 40% of consumers check email looking for brand discounts, which makes them more susceptible to phishing during the holidays. 

But don’t panic. According to Vlad Cristescu, Head of Cybersecurity at ZeroBounce, there are steps you can take to protect yourself – even if you already clicked on a malicious link. With October being Cybersecurity Awareness Month, it’s a good time to brush up on these precautions and stay alert. 

The holiday season is scammer season

“The holidays are prime time for scammers to strike,” Cristescu explains. “People are shopping like crazy, donating to causes, and spending more time online than usual. Scammers know we’re feeling generous and maybe a little rushed, so they take advantage of that.”

The psychology behind it is simple: we’re distracted. “We’re all looking for last-minute deals, eager to get things done quickly, and that’s when we let our guard down. When you’re juggling a bunch of things, it’s easy to miss those little signs that something’s off.” And that’s exactly what scammers count on.

Top 3 phishing scams to watch out for

There are many types of scams that could land in your inbox, but according to Cristescu, three types stand out during the holidays:

1. Account log-in scams: “You’ll see emails that claim something’s wrong with your account and urge you to log in to fix it. These can be convincing, but they’re just fake pages set up to steal your username and password.”

2. Fake shipping notifications: “With everyone ordering gifts, scammers send emails that look like they’re from Amazon, FedEx, or other big companies. They know you’re waiting for packages, so they trick you into clicking to ‘track your order’ or ‘fix a delivery issue’ — but they’re really just after your passwords.”

3. Bogus eCommerce or “too good to be true” deals: “These phishing emails often impersonate major retailers or brands. They can lead you to fake websites where you’re prompted to put in sensitive information like credit card details or login credentials.”

Last year, more than 1.2 million scams targeted Amazon alone, according to a Bolster AI study. To safeguard your business domain from spoofing attacks, it’s essential to implement email authentication protocols like DMARC, SPF, and DKIM. These measures help prevent hackers from breaching your domain and sending malicious emails on your behalf.

How to spot a phishing email 

Phishing emails can be sophisticated, “especially with AI making them look pretty legit,” Cristescu says. But the cybersecurity expert emphasizes that there are still a few tell-tale signs.

“A big one is when the email starts with something generic like ‘Dear Customer’ instead of using your name. Another red flag is if the message is trying to induce panic by telling you that your account will be locked or that you need to act fast.”

Here are a few more red flags to watch out for, according to Vlad Cristescu:

  1. Weird sender email addresses: Even if the email looks like it’s from a company you know, check the email address closely. Extra letters or random numbers are usually a giveaway.
  2. Strange attachments: If there’s a random file attached, especially something like a .zip or .exe, be careful. Most companies don’t send attachments unless you’re expecting them.
  3. Suspicious links: Before you click any link, hover over it and see where it’s really taking you. If the URL looks sketchy or doesn’t match the website it claims to be from, don’t click.
  4. Bad grammar or awkward wording: Phishing emails often have little spelling mistakes or just sound a bit off. If it feels weird, it may be a phishing decoy.
  5. Asking for personal info: No legitimate company will ask for sensitive info over email. If they do, that’s a big red flag.
  6. Too-good-to-be-true deals: If the email offers something that sounds way too good, it’s probably a scam trying to get you to click.

Already clicked on an email scam? Here’s the first thing you should do

If you’ve already clicked on a malicious link, “don’t freak out,” Cristescu says. “It happens to a lot of people.” But here’s what you should do immediately:

  • Disconnect from the internet: “Disconnecting from Wi-Fi or turning off your data can help stop any malware from spreading further.”
  • Run a malware scan: “After you’re offline, run a full malware or virus scan on your device to check if anything harmful got installed. It’s better to catch it before it can do more damage.”
  • Change your passwords: “If possible, use a different device that you know is safe to change the passwords on any accounts that might be affected. This helps avoid further compromise if the original device is infected. And if you’ve reused the same password on other accounts, change those too.”
  • Contact your bank or credit card company: “If you gave out any payment info, let your bank or credit card provider know right away. They can monitor any suspicious activity or freeze your account if necessary.”
  • Report the scam: “You should report the phishing email to your email provider, and you can also file a report with authorities like the FTC and FBI.”
  • Keep an eye on your accounts: “For a little while, be extra watchful of your bank, email, and social media accounts. Scammers don’t always act immediately, so staying alert can help you catch any issues before they get worse.”

The three months leading up to December account for 20% of all phishing scams for the entire year, according to Bolster AI research. As you rush to check off your holiday to-do list, remember to pause and double-check the emails you receive. “Before you click on a link, take just a few extra seconds to ensure no scam is slipping through,” Vlad Cristescu advises.

About Vlad Cristescu

Vlad Cristescu is the Head of Cybersecurity at ZeroBounce. He has more than 14 years of experience in his field and is passionate about demystifying technology and security for companies and individuals. Previously, Cristescu  provided cybersecurity consultancy services at one of the UKs’ largest cybersecurity distributors.

About ZeroBounce

ZeroBounce is an email validation, deliverability, and email-finding company that helps businesses improve their email marketing performance. A multiple Inc. 5000 honoree, ZeroBounce is the go-to choice for more than 350,000 customers worldwide. 

Ensuring military-grade security, ZeroBounce serves companies of all sizes, from solo business owners to Amazon, Coca-Cola, Disney, Netflix, and Sephora. 

In 2022, ZeroBounce founded Email Day (April 23), now an international holiday honoring email inventor Ray Tomlinson.

For more information, visit https://www.zerobounce.net/

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Feedback Loop: How to Incorporate Subscriber Feedback into Email Cadence Decisions

Feedback Loop: How to Incorporate Subscriber Feedback into Email Cadence Decisions

Feedback Loop: How to Incorporate Subscriber Feedback into Email Cadence Decisions

In the fast-paced world of email marketing, understanding how to gather and incorporate subscriber feedback can set campaigns apart. Featuring insights from a CEO and a director, this article explores the nuances of fine-tuning email cadence based on real user input. The first expert shares how they combined A/B testing and surveys, while the final contributor discusses polling subscribers to gauge their preferences. With nine expert insights, this piece offers a comprehensive guide to optimizing email strategies based on subscriber feedback.

  • Combine A/B Testing and Surveys
  • Extend Onboarding Sequence
  • Create a Quiet List Option
  • Resolve Bottlenecks with How-To Videos
  • Modulate Email Cadence
  • Separate Content into Smaller Emails
  • Monitor Open and Click-through Rates
  • Nurture with Educational Content
  • Poll Subscribers for Preferences

Combine A/B Testing and Surveys

Subscriber feedback is essential for determining the ideal email cadence. We regularly use A/B testing and surveys embedded in emails to ask subscribers about their preferences. One instance where feedback re-shaped our strategy was when we noticed higher unsubscribe rates during a daily email campaign.

After polling our audience, we learned they felt overwhelmed by daily emails. We shifted to a twice-weekly schedule with more curated content. The result was a drop in unsubscribe rates and a 15% increase in open rates, showing that listening to subscriber input improves engagement and retention.

Shane McEvoyShane McEvoy
MD, Flycast Media

Extend Onboarding Sequence

We implement progressive profiling, asking one question per touchpoint to gradually gather subscriber preferences without overwhelming them. This drip-style feedback collection ensures that we continuously align cadence with evolving expectations as audiences change behaviors over time. It helps keep our content relevant, personalized, and never intrusive.

After receiving feedback that new subscribers wanted onboarding emails spread over a longer period, we extended our welcome sequence from seven days to 14 days. This change improved engagement by 18%, with fewer subscribers dropping off midway. We learned that pacing new information thoughtfully makes a difference in how well content is absorbed and appreciated.

Marc BishopMarc Bishop
Director, Wytlabs

Create a Quiet List Option

We created a “Quiet List” option for subscribers who love our content but prefer less frequent emails, gathering feedback through that opt-in. This subtle insight revealed the need to offer bite-sized updates, and we designed a minimalist email cadence for those subscribers. Listening like this helps us avoid losing subscribers while still keeping them engaged on their terms.

After receiving feedback that our post-webinar follow-up emails felt impersonal, we added personalized takeaways and action points for attendees. This small change led to a 20% improvement in follow-up engagement and fostered stronger post-event conversations with prospects. It reminded us that feedback isn’t just about frequency—it’s about ensuring every email feels meaningful.

Jason HennesseyJason Hennessey
CEO, Hennessey Digital

Resolve Bottlenecks with How-To Videos

As part of our email cadences that go out, especially when onboarding a new client, we offer the ability to give feedback to our customers through a quick, open-text-box question. While qualitative data is difficult to dissect at scale, we know at what stage the questions are raised in the customer lifecycle. So if it’s always at week 3 of onboarding, we can then decide to look a little deeper to understand why many customers are giving feedback at this point. Sometimes it’s a pat on the back for a job well done, but one time there were many customers raising very similar issues.

We resolved this bottleneck of questions with a quick How-To series of videos, which covered the main topics that were being raised by customers. This led to much better engagement metrics through the email cadence and ultimately cut back on our time input.

Elyas CouttsElyas Coutts
CEO, Connect Vending

Modulate Email Cadence

I’ve found that gathering subscriber feedback is crucial for fine-tuning our email marketing strategy. We engage with our customers very regularly because engaging with them allows us to understand their preferences in terms of communication and has been very helpful in building a better relationship. After our webinars and special fitness events, we send out short surveys, asking about the frequency and timing of emails.

This direct feedback led us to modulate our email cadence—reducing the frequency of promotional emails while increasing the content about fitness tips and event reminders. We saw our open rates improve by 15%, with greater engagement with non-promotional emails, showing that our audience values useful content more than frequent offers. In this way, the incorporation of subscriber feedback will make our emails relevant, valued, and well-timed, which is so crucial for customer loyalty and community building.

Jay BartonJay Barton
CEO & Founder, ASRV

Separate Content into Smaller Emails

We prefer to keep the email-timing feedback more receptive and personal. So, rather than sending generic questionnaires or simply consulting data, we tap into what we’re already doing with customers and partners to see where our emails are landing. Occasionally, on a call or in a project update meeting, we will sarcastically inquire about their satisfaction with how frequently they get our emails, and whether or not they would like to hear more or less. In this way, we’re getting true-to-life, live responses from the people who actually read us.

We even had a long-term client say once, during a weekly meeting, that they really liked the technical content we sent them, but our monthly digest was too much information. They advised cutting it into smaller, more manageable bites over the course of the month. That’s why we decided to separate our content into smaller, niche emails spread out over the month and covering a single subject. This made people more interested, and the material didn’t feel like it was all the time. That open and honest feedback really helped us think of new ways to build our email strategy so that it looked more natural and met our audience’s needs.

Alex LaDouceurAlex LaDouceur
Co-Founder, Webineering

Monitor Open and Click-through Rates

I gather subscriber feedback by using post-campaign surveys and monitoring engagement metrics like open and click-through rates. For example, we once noticed a dip in engagement, so we asked subscribers directly how often they’d prefer to receive emails. Many indicated that weekly emails felt overwhelming, so we adjusted our cadence to biweekly.

This change led to a 15% increase in open rates and a 10% boost in conversions within a month. Listening to subscriber preferences not only improved engagement but also strengthened our overall relationship with our audience.

Liga RudziteLiga Rudzite
Content Editor, The Traveler

Nurture with Educational Content

In determining the ideal email cadence, understanding where your subscribers are in their awareness journey is key. After gathering feedback from our subscribers, we realized that most were in the “problem-aware” stage, meaning they understood they had a need, but our solution—being a UGC platform that connects businesses with creators for social media ads—wasn’t top of mind for them.

This insight actually made a lot of sense. UGC is still a relatively new concept for many brands, and we were pushing our product a bit too directly in our email communications. Initially, our email frequency was high, but after collecting this feedback through surveys, we rethought our approach. We learned that subscribers needed a more spaced-out and educational email flow rather than a hard-sell approach.

We shifted to a longer, more nurturing sequence that gradually introduced UGC, its benefits, and how it could solve their marketing challenges. By pacing out the emails and focusing on educating them about UGC, we’ve seen much better engagement and results. The key was really tuning into what our audience needed most at that stage—nurturing them with valuable content rather than overwhelming them with frequent sales messages.

Yannick HabrakenYannick Habraken
Founder / CMO, Hyred

Poll Subscribers for Preferences

I always ask subscribers directly what they think. A quick poll or a one-question survey right in the email works well. A clear, simple question like “How often would you like to hear from us?” gets better results than anything complicated.

Once I get the feedback, I pay close attention to trends. If most people prefer weekly updates instead of daily emails, it’s a clear signal. It’s important not to ignore what people are saying. Even if only a small group speaks up, they’re likely representing a larger part of the audience that just didn’t bother responding.

For example, we had a group of subscribers that wanted fewer emails. After collecting their feedback, we tested reducing the frequency from daily to twice a week. The open rates went up, and we saw fewer unsubscribes. It was a simple change, but it worked because we listened to what our audience wanted.

I advise keeping your feedback process quick and easy and being open to adjusting based on what people tell you. It doesn’t have to be complicated—just listen, adjust, and test the results.

Kate DonskaiaKate Donskaia
Marketing Manager, WealthProtector

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9 Strategies for Enhancing Email List Segmentation

9 Strategies for Enhancing Email List Segmentation

9 Strategies for Enhancing Email List Segmentation

In the evolving world of email marketing, it’s more essential than ever to master list segmentation for better engagement and retention. Insights from a seasoned CEO and an innovative founder offer valuable strategies to transform your email campaigns. The article opens with advice on segmenting by product or services and wraps up with unique methods of using lifecycle for effective segmentation. Expect to gain nine actionable insights from experts who have honed their craft to perfection.

  • Segment by Product or Services
  • Categorize by Purchase History
  • Look into Subscriber Activity
  • Track Behavioral Interactions
  • Pay Attention to Topic Relevance
  • Categorize by Client Needs
  • Tailor Content to Pain Points
  • Label Groups by Engagement
  • Use Lifecycle for Segmentation

Segment by Product or Services

Segmenting our email list by treatment services has really changed the game for us in terms of engagement and retention! This targeted approach helps our customers feel valued and understood, which, in turn, boosts their loyalty. When they receive content that’s relevant to their needs, they’re much more likely to engage with it!

Diane HowardDiane Howard
Rn and Founder, Esthetic Finesse

Categorize by Purchase History

At Forge Digital Marketing, we’ve found that effective email list segmentation is crucial for improving engagement and retention. By dividing our subscribers into targeted groups based on specific criteria, we can deliver more relevant and personalized content that resonates with each segment.

One of our most successful segmentation strategies involves categorizing subscribers based on their purchase history. We segment our list into groups such as “first-time buyers,” “repeat customers,” “high-value customers,” and “lapsed customers.” This allows us to tailor our email campaigns to address the unique needs and interests of each group. For example, we might send first-time buyers a welcome email with exclusive offers or provide repeat customers with personalized product recommendations.

Additionally, we segment our list based on demographics, interests, and behavior. This helps us deliver content that aligns with their preferences and increases the likelihood of engagement. For instance, we might send emails about new product launches to subscribers who have expressed interest in a particular product category.

Erin SiemekErin Siemek
CEO, Forge Digital Marketing, LLC

Look into Subscriber Activity

I’ve seen firsthand how strategic email-list segmentation can significantly improve customer engagement and retention.

An effective strategy has been segmenting our subscribers into active, inactive, and new subscribers. This approach enables us to send really targeted content that resonates with each group.

For instance, we would find those dead subscribers who usually get bombarded with generic product promotions. Trying to get them more active, we created a customized email cadence with special discounts and fitness tips. Impressively, this resulted in a 30% increase in opens and a 15% increase in conversions from this segment alone.

Focusing on where subscribers are in their customer journey, we create more personal and meaningful experiences, both by welcoming new subscribers with a fitness guide and rewarding our active customers with early access to the latest product lines.

Jay BartonJay Barton
CEO & Founder, ASRV

Track Behavioral Interactions

Behavioral segmentation has been a game-changer for our email marketing. We track how subscribers interact with our content and tailor our messages accordingly.

For instance, we created a segment for “power users”—those who consistently opened emails and clicked through to our topical-mapping tools. We sent this group advanced tips and early access to new features. The result? A 45% increase in engagement rates and a 20% boost in customer retention for this segment.

Conversely, we identified an “at-risk” segment of users who hadn’t engaged in 30 days. We crafted a re-engagement campaign with personalized content and exclusive offers. This approach recaptured 15% of these dormant subscribers.

The key is to continually refine your segments based on user behavior and preferences.

Yoyao HsuehYoyao Hsueh
Founder, Topical Maps

Pay Attention to Topic Relevance

I have segmented my email list based on their interests. This way, they’ll find our email more relevant because that is their preference. It also increases engagement because they are already aware of the topic, which increases open rates and conversions.

One successful segmentation strategy is to segment my email list based on the kind of market they wish to penetrate. For example, some of my clients sell automotive parts, and some sell clothes. I separate them to consistently send emails about automotive to some clients and fashion trends to others. That way, they will be interested in what we are sending, and our email will not just go to the trash bin.

Jason DavisJason Davis
Founder | E-Commerce SEO Guru, Makarios Marketing

Categorize by Client Needs

At Hones Law, we’ve found that effective email segmentation is crucial for enhancing engagement and retention among our clients and prospects. One of the key strategies we implement is segmenting our email list based on client needs and interests. For instance, we categorize our subscribers into groups such as current clients, past clients, and potential clients, as well as further refining them by specific legal issues like disability rights or workplace discrimination. This targeted approach allows us to tailor our messaging and provide relevant content that resonates with each group, making our communications feel more personal and impactful.

A successful example of this strategy was our recent campaign around the launch of a new informational resource on employee rights. By segmenting our list, we were able to send tailored emails that highlighted specific sections of the resource relevant to each group. For instance, current clients received information on how the resource could assist them in their ongoing cases, while potential clients were informed about how it could empower them to understand their rights before engaging our services. This resulted in a 30% increase in open rates and a significant uptick in traffic to our website, demonstrating the effectiveness of our segmented approach.

By continually analyzing engagement metrics and refining our segments based on client feedback and behavior, we ensure that our email communications remain relevant and valuable. This not only fosters stronger relationships but also enhances our reputation as a firm that genuinely cares about its clients’ needs, ultimately leading to improved retention and referrals.

Ed HonesEd Hones
Attorney at Law, Hones Law Employment Lawyers PLLC

Tailor Content to Pain Points

Tailor your email content to specific customer needs, especially their pain points. Segmenting our email list based on client industries and product interests has significantly boosted engagement.

A practical tip? Use purchase history and website behavior to create targeted segments. We’ve divided our list into categories like aerospace, industrial, and military clients, each receiving content relevant to their specific identification needs.

For example, we created a segment for clients who’ve previously ordered our tags for harsh environments. We sent this group a series of emails showcasing new developments in corrosion-resistant materials and UV-stable printing. This campaign saw a 45% higher open rate and a 30% increase in click-throughs compared to our general newsletters.

Another successful strategy was segmenting based on the scale of past orders. We tailored our content for large-volume clients, focusing on our capacity for serialized asset tags and bulk-pricing options. This approach led to a 25% increase in reorders from our top-tier customers.

Doing this, effective email segmentation is like designing a custom nameplate – it requires attention to detail and a deep understanding of your audience’s specific requirements. By delivering more relevant content, you’re not just improving engagement; you’re building stronger, more personalized relationships with your clients.

David PrimroseDavid Primrose
President, Metal Marker Manufacturing

Label Groups by Engagement

As CEO of Team Genius Marketing, I rely heavily on email segmentation to boost engagement and sales. For example, we segment new subscribers into a “welcome” group. Their first three emails highlight our best content and deals. If they don’t open an email after the third, they move to “inactive.”

Our “loyal” subscribers open most emails and buy often. We give them exclusive offers and product previews. “Lapsed” subscribers haven’t opened in 6+ months. We re-engage them with a win-back offer.

Our most successful campaign targeted “loyal” subscribers. We gave early access to a new product at a discount. Nearly 65% bought within 24 hours, and revenue grew over 200% year over year. Know your audiences and give them custom content and offers. Segmentation and relevant messaging achieve results.

Lesly Jean-BaptisteLesly Jean-Baptiste
Owner, Team Genius Marketing

Use Lifecycle for Segmentation

At Avenga, we base our segmentation strategy on data. In particular, we look at demographics, user behavior, and lifecycle stages. We then create specific criteria and divide our users based on it so that we can personalize our campaigns for each of them. The criteria could be the industry, the content users engage with, or services they are looking for.

For instance, when developing a campaign for our cloud services, we divided our email list into three categories: leads interested in cloud migration, existing clients, and potential new customers. Since our leads already interacted with cloud migration content one way or another, we sent them more content highlighting successful case studies of cloud migration to ensure them of its value. For our clients who were already using Avenga’s services, we try to show how additional services, like cloud optimization, could benefit them. Lastly, we sent key information about cloud solutions along with strong CTAs to our potential customers to introduce these services.

This campaign helped boost our open rates and click-through rates. In my opinion, personalization, which was possible thanks to our segmentation strategy, played the key role in this campaign’s success.

Marta RomaniakMarta Romaniak
VP of Global Branding / Vice President of Global Branding, Avenga

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