Due to a change in email security legislation, companies were legally instructed to begin implenting BIMI (Brand Indicators for Message Identification). This would essentially display their trademarked logo within a client's inbox, reducing the risk of email impersonation and increasing customer trust for their brand.
I supported the wider team to create marketing collateral used to not only educate prospects, but encourage early adoption of the new standards and become advocates for the technology through customer testimonials.
BIMI Datasheet
Consumer Interaction with Visual Brands in Email
To encourage people to adaopt the new technology, we joined with Entrust to put together a report to highlight the key findings from our research into the impact of a visible logo in an email’s avatar location on open rates, brand recall, and buying behavior. We assessed the impact that logo visibility and the new standard BIMI (Brand Indicators for Message Identification) has on consumer interaction and buying behavior, and how this could influence the use and success of verified logos in email going forward.
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