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Table 8 Email content and structure parameters and their impact on the success rate of phishing messages

From: Don’t click: towards an effective anti-phishing training. A comparative literature review

Parameter Has impact No impact
Content Persuasive [50, 96], trust symbols [111, 120, 129], spelling [130], links [130], content consistency [130], personalization [130], visual appearance [95, 119, 130], urgency [130], social presence [87] Spelling errors [84], link destination [127]
Topic Shipping [50], order [50], received fax [50], complaint [50], banks [136], government institutions [136] Other gain [55], other loss [55], individual gain [55], individual loss [55]
Link URL Categories 5, 6 [128], same protocol [79], contains secure or similar terms [128] Categories 1, 2, 7 [128]
Design Clone of original [79, 124]