Apple, BIMI & iOS 16 what it means for email

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Apple’s adoption of BIMI in iOS 16 and macOS Ventura creates a sense of urgency for brands to adopt the security standard for email identification.

Red Sift today announced that OnDMARC, its all-in-one solution for Brand Indicators for Message Identification (BIMI) implementation, fully prepares organizations to display their brand logos in forthcoming BIMI-supported Apple email clients. The BIMI specification validates the efforts organizations have invested in strong email security standards and is only available to organizations that can pass Domain-based Message, Authentication, Reporting & Conformance (DMARC) checks.

“The addition of Apple to the roster of the world’s largest email companies supporting BIMI means that by Fall 2022 it will be possible for nearly 90% of consumers to view logos in emails from organizations that have secured their domains with DMARC,” said Rahul Powar, CEO at Red Sift. “We are pleased to see Apple emphasize the importance of email security for logo display in their mail clients.”

According to the Data & Marketing Association 2021 Consumer Email Tracker, 68% of consumers stated that brand recognition is the most important factor in determining whether or not to open an email. BIMI standards combine strong email authentication using DMARC with Verified Mark Certificates (VMCs) as the best way to enable a sender to display their trusted, registered brand mark in their customer’s email inbox.

“Apple’s planned support for BIMI creates increased urgency for organizations to move quickly to secure a VMC, which now serves as a visual representation of security that is critical for enterprises to adopt and support,” said Chuck Swenberg, SVP Strategy at Red Sift. “Our award-winning OnDMARC platform, combined with our integration with Entrust and dedicated customer success team delivers the fastest, most comprehensive approach for enterprises to display their logos via BIMI.”

Research released last year by Red Sift and Entrust clearly illustrates the impact BIMI can have on the open, read and recall rates of emails. With data showing that purchases can increase by as much as 32% for some brands as well as recall being boosted by 120%, BIMI can deliver demonstrable value to organizations looking to secure their email communications while protecting their brand. One Red Sift customer has already seen a 4-6% increase in email engagement after implementing BIMI.

“We are excited that so many mailbox providers have elected to implement BIMI in such a short period of time. Apple’s upcoming support for BIMI is a significant enhancement for organizations wishing to ensure a secure email communications experience while enhancing consumer trust by sharing their brand logos via email,” said Chris Bailey, Vice President of Trust Services at Entrust.

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