It may be "BIMI, or bust" for a growing number of email marketers. Nearly 5,300 companies had adopted Brand Indicators to Message Identification (BIMI) as a new standard for email marketing. This allows a brand's logo to be displayed next to the email messages of recipients. It also includes protections against phishing-based brand spoofing.

According to our H2 2020 Email Fraud & Identity Trends Report, the tally shows a 3.8X rise in brands using BIMI since April's start. It's easy to see why.


BIMI is a sort of email's blue checkmark badge used to verify Twitter accounts' authenticity. It allows marketers to stand out in the crowd and helps stop fraudsters from posing as their brands. But, despite all the growth in BIMI this year, it was only a warm-up to what's next.


Phishing: How your brand becomes the bait

Let's start with the basics and see why. Email is 40X more effective than other digital channels in acquiring customers. Email marketing also has the highest return on investment, at $38 per $1. However, there are new twists in the story, thanks to the coronavirus epidemic.

An email has become more important to marketers, as millions of people and businesses have been displaced by COVID mitigation efforts.

From March to June, we observed a 3000% rise in email attacks specifically designed to exploit the pandemic. Sixty-six per cent of these attacks were impersonations of brands. Fraudsters are also masquerading themselves as suppliers to attack corporate supply chains. According to the FBI, it received more fraud complaints than any year in 2019, according to midyear.

Although the total loss from email fraud of $8.6 million last year might seem low, it is still significant compared to 2020's final numbers. The real pain begins.

You could be mistaken for your brand and lose business. If your legitimate emails are not delivered, they could be radioactive. In addition, phishing attacks can cause fraudsters to spoof email domains. This could result in the blocking of servers, leading to the loss of revenue from email-based sources.

BIMI avoided these problems.


BIMI: Email Marketing's Best Friend

BIMI lets you highlight your brand logo within email messages. It's usually found in the upper left corner and not in the body of email messages.

It only works if the email is authenticated using Domain-based Message Authentication Reporting & Conformance, the standard email authentication protocol created by EmailAuth and other industry leaders, including the same organizations that developed BIMI.

A mark Verifying Authority must also certify the brand logo. In addition, this third-party agency can verify certain standards such as trademark size, content and size. It makes BIMI similar to an SSL certificate that authenticates web properties.

It increases brand impressions and visual appeal. The recipient and sender can also verify that their email systems authenticate the logo.

BIMI may pay serious dividends, too. When implemented using email ecosystem management solutions, DMARC has been shown to increase email deliverability while boosting email deliverability rates and conversion rates. In addition, a BIMI-enabled logo will increase brand trust and conversion rates.


G Suite, with love: Why BIMI may be about to get even bigger

Google is the biggest driver of BIMI's growth in the second half of 2020.

In July, the search and email giant launched the pilot BIMI. It displays brand logos that are compliant with the Gmail interface's existing slots. Engadget reported that Google would work with DigiCert, Entrust Data card and others to verify the logos. Google intends to make BIMI more accessible to brands in the coming months.

If they look at our data, brands may be keen to obtain the H2 2020 trends to submit. Its ability to increase brand visibility and exposure while protecting against impersonated brands makes it "de-rigueur" for email marketing professionals in the wake of the pandemic.

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URL : https://emailauth.io/

Blog ID : 268983

Category : Internet

Date Added : 18-8-2021

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