Russ Jones of Glenbrook Partners has written a very useful article on how spam and phishing is eroding email-based permission marketing and what companies can do to improve their practices in order to keep this important information channel open with customers, partners and so on.
He writes, "What's needed is a whole new approach to online customer communications," and outlines a communications policy framework. You should read the whole article, but some key points include:
* Keep a public list of emails currently circulating so people can check if the one they received is real
* Use a single, core domain for all outbound communications
* Provide single sign-on/consolidated user accounts
* Develop and publicize a communications policy
* Embrace syndicated data as a new delivery channel
* Establish a customer fraud center