Consumer Reactions to Email Logo’s (BIMI)

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A recent study shows that when brands display logos in their email communications it can boost open rates and interaction levels, that according to a new survey released today by Red Sift in partnership with Entrust, a leader in identity, payments and data protection. This echoes findings publishied by the BIMI working group stating “Companies like Verizon Media, which owns Yahoo Mail, have seen an increase in engagement by an average of 10% when inboxes display logos next to email messages.”

This survey of over 1,000 U.S. and U.K. adults looked at consumer interaction when brands are able to display their logos in an email inbox consistent with the Brand Indicators for Message Identification (BIMI) standards for displaying validated registered logos. The survey found that among consumers, the inclusion of a registered logo using BIMI standards:

  • Increased open rates by 21%, irrespective of brand strength or market share. Recipients were more responsive to messages that displayed a logo alongside emails.
  • Increased average purchase likelihood by 34%. Prospects were more likely to purchase when brand logos were displayed in the inbox.
  • Increased brand recall by 18%, after a 5-second exposure. And the stronger the brand, the higher the recall increase.
  • Increased confidence in email. The use of BIMI increased consumer confidence in the legitimacy of an email by 90%.

Furthermore, when looking at how Gen Z respondents decided to spend their money, not deploying BIMI negativelyimpacted purchasing decisions by 28%.

“BIMI standards combine strong email authentication using DMARC with Verified Mark Certificates (VMCs) to enable a sender to display their trusted, registered brand mark in their customer’s email inbox. Not only does it use DMARC to reassure recipients that an email is from the organization it claims to be from, but showing a logo could help marketers get more out of their email communication campaigns,” said Red Sift CEO Rahul Powar.

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