Manipulative tactics
We found six tactics that senders use to manipulate recipients into opening emails. The typical sender used at least one manipulative tactic in about 43% of their emails. Most senders — 99% — use them at least occasionally.
We found 200 entities that disclosed our email address with other entities but the majority (114/200) had no privacy policy and only about a quarter (48/200) disclosed their email sharing in the privacy policy.
- 1
Obscured name dark pattern
“From” field has been changed from the actual sender. Many email clients will only display the beginning of a long name before being cut off
- 2
Urgency clickbait
Deadline that makes this email seem urgent and extremely pressing.
- 3
Re: / Fwd: dark pattern
“Re:” placed in the subject line to make this email look lie a reply to a previous email, when it is not.
- 4
Ongoing thread dark pattern
“From” field changed to make it appear as if you have responded to this email before, and it is part of an ongoing thread.
- 5
Sensationalism clickbait
Creating exaggeration, shock, and hyperbole to make the email seem controversial.
- 6
Forward referencing clickbait
Inducing anticipation and curiosity by withholding information to nudge the reader to click on the email.
Changed ‘From’ Field
“From” field has been changed from the actual sender. Many email clients will only display the beginning of a long name before being cut off
Fake Deadlines
Deadline to make this email seem urgent and extremely pressing
Forged Reply
“Re:” placed to make this email look lie a reply, when it is not
Forged Counters
This number continuously ticks downwards from 549 at random increments once the email is opened
Fake Email Threads
“From” field changed to make it appear as if you have responded to this email before, and it is part of an ongoing thread.
Dishonest Subject Phrasing
Subject phrasing intended to make it appear as if reader’s money is being held up