Simply said, Kabooshed is something I coined a while back to talk about systematic fraud. This is how it works –

Things start with a value exchange – you sign up for email from a company because they are giving you something
The first two to three transactions are all about service and building up trust
Then as you transact, there is a strong bonding program where you are receiving transactional messages
You soon start getting partner offers – this is affiliate marketing at its best
You may even get an elaborate survey with feedback – they learn more about you and get you to trust them even more
You can start having cross channel conversations, a postcard could drive an email message
Then you get hit – first a little skimming, before your card / account gets taken to the cleaners.

If you look at everything listed above – those are perfect steps taken by any good email marketer. This is really the mantra to engagement. So what can an email marketer do differently.

Here are three suggestions –

First, emphasize the security factor – remind your customers who you are and what your company stands for. Tell them what you send and what information you ask for. Make sure your email is indeed secure.

Second, train your front line and your sites about fraud and how to respond to it.

Third, create a strong bond with your customers – ‘a first responders club’ so they can quickly make you aware of offers that might not be yours.

Those scam emails keep getting better and better – but this is your channel and you have to take the lead to control it.