The criminals behind phishing emails are changing tack with a new campaign that purports to come from a citizen trying to do a good deed, alerting a person to their details being available online. The new type of phishing scam was reported to the authorities more than 200 times in just three days recently, "The Star" reports.

"The Telegraph" reports that Experian has sold three-quarters of its email marketing arm in an attempt to consolidate its core activities and get the company back on track. The majority stake was sold to Vector Capital in a deal that values the email marketing division at GBP320m.

It may sound like rather obvious advice, but all too often, Marketing Tech News claims, brands forget to have a clear call to action, or CTA. The key is to make sure that not only is the call to action there but that it outlines exactly what you want the customer to do as the next part of their customer journey.

If your email marketing revolves around content marketing, then a mantra you could try repeating is the 3 R's of "Reuse, Refresh, Reimagine." Business2Community reveals that many pieces of content speak to a generic message that users need, which can be dusted off and used again rather than allowed to sit locked away in an archived folder.

Sigstr CEO Bryan Wade tells MarTechSeries that he decided to walk from Salesforce because he saw an opportunity to create a new company that helped clients used their email interactions to drive sales -- and also to allow different department to encourage various types of employee behaviour. He gives an example of HR signatures encouraging staff to enroll for a programme.

Email now means getting your message across on a mobile phone, and Small Business Trends points out that there are some very simple steps brands can take to improve user experience. Short headers, compressing photographs and using larger fonts are all top priorities.