Thought Leaders in Cyber Security: Georges Lotigier, CEO of Vade Retro (Part 4)

Sramana Mitra: There are a couple of points that I want to explore that are beyond cyber criminals. There is a question that arises out of all the things that you said, which is about email marketing. Email marketing is not a cyber criminal activity. Email marketing is a legitimate form of marketing that people use very expansively. If you think of it from a marketeer’s point of view, it’s a very effective form of marketing.

If you put an engine like yours that basically filters everything that is email marketing related, does that mean that email marketing, as a field, is going to die in due course?

Georges Lotigier: No, not at all, marketing emails are useful, we provide tools to manage them through our Graymail Management solution. We think that the future of the mailbox is what we call as inbox zero. To do so, we provide an auto classification of low priority emails (advertisement, social network communication and newsletters) because these messages we don’t need to see immediately has to be in a specific folder. Of course, users are able to received these emails in the primary inbox if they consider they are important. We also provide an unsubscription tools to manage e-subscription and let the user keep what really matter for him. Our vision is that, if marketing emails are in specific folder, users can have look when they want, after the morning rush for example.

What we observed is, the morning when an employee first open is inbox, he deletes all ads without reading them to start opening important emails. So the result is even worth for marketers, their communication goes directly in the trash. We also think that to be efficient, an emailing campaign has to be personalized and adapted to its target, versus mass mailing.  We don’t blacklist senders when a user unsubscribe, because blacklisting doesn’t work when you have several devices and providers. It’s difficult to manage that. We operate as a true unsubscription with multiple technics to cover all processes.

One of the positive effects of this technology and we are thinking that the market will go in that direction is, it’s possible to have regulation on the marketing because we can see if senders are playing by the rules and respecting emailing best practices. This is useful for the end user and it’s also useful for the email marketing company. Our system always provides information to the sender about bad practices and we consider them as spam if they continue to violate. The fact that we manage the complete circle for the marketing email makes it possible to manage the reputation for each sender.

This segment is part 4 in the series : Thought Leaders in Cyber Security: Georges Lotigier, CEO of Vade Retro
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