Yes, you have been hearing it right. Gmail is introducing “the blue tick” feature to the brand generated emails in order to make the email experience more secure and immersive for its users.
Gmail's Brand Indicators for Message Identification (BIMI) is an email authentication standard that allows businesses to display their logo in the inbox of their Gmail recipients. Since the boom of email marketing, there was a growing concern of spam emails among users. Spamming involved sending unsolicited and irrelevant emails to a large number of recipients, often without their permission. This resulted in high unsubscribe rates, damaged brand reputation, and even legal consequences if the business violates anti-spam laws.
Spam filters by Gmail detected and block spam emails, resulting in lower deliverability rates and wasted marketing efforts.
To enhance email security, Gmail came up with BIMI that aims to improve email deliverability and security by verifying the authenticity of the sender's domain and displaying a logo in the inbox if the email passes authentication. This can help to increase brand recognition and trust for businesses by providing a visual cue to the recipient that the email is legitimate. The BIMI standard has the potential to become an industry standard for email authentication and help to combat phishing and email fraud. BIMI is a positive development for email marketing and can help businesses to enhance their email communication with their customers.
What will change for users?
In order to make the most of your email spends, you should adopt BIMI security framework and ensure that your email marketing efforts are giving you the optimal ROI.With the growing adoption of BIMI, the inbox placements will be more regularized and more inclined towards BIMI users.
At ValueFirst, we can help you adopt BIMI and up-scale your email marketing. Reach out to our consultants and get started here.